All posts by Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

Which marketing skills are most sought after by CMOs?

This week, we're launching a survey on Digital Marketing Skills - we'd appreciate it if you could take a couple of minutes to give your personal views on digital skills development and you'll receive a free copy of the report. We've designed the research to be quick to complete, but useful and the survey should take less than 3 minutes. If you complete the survey you will get a copy of the report recommendations with advice to develop your career in marketing. Take our skills survey. Since we're covering demand for skills for digital media and technology, I thought it would be interesting to look at the demand for the broader marketing skills-set. Recruitment specialists Spencer-Stuart have recently published their 2016 CMO Summit Survey Marketing Skills…

Updated report shows the why, what and how of selecting social listening tools

Listen first! is the first step in almost all advice on creating a social media strategy. To listen effectively you need to choose the right tool. There’s certainly no shortage of choice. Back in 2009 (and updated since) Smart Insights created a comparison of 36 of the best-known online reputation monitoring tools including free and paid.

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It seems the choice now is even more bewildering. A November 2015 comparison of social media monitoring tools by Ideya Ltd shows that there are at least 242 tools now available. However, the number of new tools has decreased. Of these sevices, 187 are paid, with…

Which channels are best for delivering more personalized communications?

Relevance - Relevance - Relevance! should be the mantra of digital marketers since we know that serving more contextual messaging to our prospects and customers will give an improved experience and boost response. There is certainly no shortage of marketing services to deliver personalization, but it seems from this recent survey from Venturebeat that ability to customise messages to the individual varies a lot by channel. It's clear that email is 'streets ahead' in its usage for personalisation although, as the report notes this can vary in sophistication from name personalisation to recommendations based on behaviour. It's surprising that web personalisation is relatively rare, although we can expect it's higher in Ecommerce sectors such as financial services, travel and retail. Venturebeat:  Marketing Personalization: Boosting Relevance …

A ranking of the services larger businesses use for structured experiments to boost conversion

In our Essential Digital Marketing Tools infographic and guide we recommended the top 5 tools for AB and Multivariate testing in category 19 of 30. Our recommendations focused on the best value tools for small and mid-size businesses, but the popularity of the services will vary by company size. This analysis by Datanyze shows number of websites using one of the services for AB and multivariate testing divided by the total number of websites using any of the technologies selected in the left column; websites limited to the largest 10,000 websites globally.   Optimizely is the clear sector leader, but this growth may have come at a cost since they recently announced they were laying off 10% of their workforce. They have increased their prices significantly, so this may be related if other companies have done as we…

Examples of applying the Pareto principle to marketing

The 80:20 rule, equally well known as the Pareto principle, is widely used and abused in business, but how does it apply to marketing and digital marketing? In this post I review some marketing applications. Wikipedia tells us that the Pareto principle is named after Italian economist Vilfredo Pareto, who noted in 1906 that 80% of the land in Italy was owned by 20% of the population. Apparently Pareto developed what would later be known as his principle by observing that 20% of the pea pods in his garden contained 80% of the peas! Although there is some doubt whether he mentioned the 80:20 principle as such, it is known formally known as a specific power law distribution and named as a Pareto distribution based on an analysis in the 1940s of production quality / flaws by consultant Joseph M. Juran.


What works best in Digital marketing today?

In our latest infographic we show the importance of digital marketing to businesses today and the digital marketing techniques that marketers find most effective. To create it, we blended the latest research from the best sources for digital marketing consumer adoption stats with the results from our latest Managing Digital Marketing 2016 report. It's structured in three parts:  The Global Picture of consumer use; a review of benchmarks across the RACE customer lifecycle followed by research on the most effective techniques for managing Digital Marketing. More details of the research shown in the Managing Digital 2016 section are available in this Free Download for members. This research from Smart Insights in association with the TFM&A 2015 event explores approaches businesses use to plan and manage their investments in digital marketing. Findings and recommendations…

Using Cause-and-effect or Ishikawa fishbone diagrams for marketing analysis and management

If you’re involved with managing Ecommerce, there are many inter-related marketing activities that are important for success. With the increasingly complex range of channels companies use for communications today and alternative customer journeys on site, mastering best practices is helpful to make best use of each channel or digital marketing technique and how it integrates with other channels. I first started to use Ishikawa diagrams  when I was responsbible for managing software development teams where we used them to identify the potential cause of problems and minimise bugs. As I got involved in digital marketing I was reminded them when I heard Sam Decker, then responsible for Dell’s consumer web site, explaining how Dell used this as part of their Six Sigma thinking to improve operations, content, design, analytics, and P&L management. This technique seemed to me to be…

Did you know this data is available? Many don't! #ChartOfTheDay

Something a little different for this #ChartOfTheDay; rather than sharing Internet technology adoption or benchmarking stats I'm sharing one of our reports in Google Analytics. The reason? In a couple of recent consulting workshops with our members, I've recommended this report, but the marketing managers I was working with were unaware of it and, more to the point, they thought they were really useful. I find similar in training workshops too.

What is this data and why is it useful?

The chart shows that you can see the Male / Female breakdown for your site visitors and you can also see the age breakdown too. It's useful for both B2B and B2C. It becomes more interesting when you compare it to the profile…

Comparison of time spent with media against advertising investment shows a gap in the mobile market.

For many years IAB ad spend statistics showed that there was a gulf between the time  consumers spend online, against Internet advertising investment to reach and persuade these consumers. These latest stats comparing ad spend vs time spent in media for traditional and digital media shows that in 'digitally mature' markets such as the US, this is no longer the case. We can see that the percent of Internet ad spend (23%) is now greater than time spent (22%). Yet if we drill down to look at the ever-increasing time spent using mobile devices to consume media a very different picture emerges with just 12% of Internet ad spend on mobile compared to 25% of Internet media consumption on…

Do you need a separate, defined digital marketing plan or should it be integrated with your marketing strategy?

In 2016 you will often hear that we live and work in a post-digital world. That is to say since consumers naturally use a mix of traditional and digital media, as businesses, we shouldn't treat digital media and communications separately from other media and they should be integrated. It's a compelling proposition, but what is the reality in businesses?  Our recently published research report Managing Digital Marketing 2016 in collaboration with TFM 2016 shows an interesting pattern of how businesses manage digital marketing through a planned approach. The green sector in the chart shows that around one-third of businesses may have transformed to a 'post-digital world' with digital marketing integrated into their marketing as part of BAU (business as usual).

Yet, a larger proportion, approaching half of businesses (47%)…

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