All posts by Dave Chaffey

Dave is editor of many of the 7 Step to Success guides on Smart Insights. He is a bestselling author, consultant and speaker who enjoys sharing tips, tools and techniques on all things digital, but especially those most influential in driving awareness, leads and sales. That's SEO, PPC, Social Media, Email Marketing, Site Design and Analytics! You can connect with Dave through any of these social networks to receive his latest insights or to ask a question: LinkedIn - Google+ - Twitter - Facebook. 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.

The best tools for understanding your online marketplace?

I find that on training courses, the tools I recommend to help marketers are always popular, especially the free tools... At a course I was asked for a list of “essential tools” for digital marketing, so here they are… 2015 update: I originally created this list in 2012 and thought it was due an update - the feed reader tools and keyword tools have changed. We aim to review and compare tools for managing different digital activities on Smart Insights, so we have many of these tools covered in other posts, so I’ll link to these where relevant. There's a diverse mix of free tools available, one of the enjoyable aspects of working in digital marketing today. I’ll start with the most widely used. Please let us know about the “essential free tools” you use in the comments.

1. Reviewing the latest developments in your industry

There still…

We ask is social media marketing "Mostly a waste of time"?

Are some marketers so obsessed by social media that they are not investing enough budget and attention on traditional advertising and marketing? This is what is increasingly being suggested by some commentators. For example, in this recent talk, Mark Ritson, Associate Professor of Marketing and Branding and Columnist on 'Marketing Week' acknowledges that 'social media is an amazing tool' but states that it is 'mostly a waste of time' and suggests that our focus is wrong when he says: 'Marketers are putting too much emphasis on social media due to the hype in the media, and are forgetting how powerful traditional advertising and marketing can be'. http://youtu.be/S2NUayn2vP0 Some marketers and PR professionals like Nicola Swankie from Society felt the need to respond to his video on behalf of Social Media Practitioners. She responded in a …

The RACE Digital Marketing Planning Framework

We created RACE to help digital marketers plan and manage their activities in a more structured way since we found that many don't have a marketing strategy. In this post, first published in July 2010 and since updated with the a new summary of digital marketing KPIs you should track, we show how you can simplify your measurement and reporting through RACE Planning. You can find more details about applying RACE for Internet Marketing Planning in our free Internet marketing template download and it is used by our Expert members to create digital plans using our Digital Strategy Toolkit. To explain what's involved with RACE Planning we created this Digital Strategy infographic updated for 2015.  It shows the Key measures to set targets for and evaluate at each stage of the funnel. What does RACE…

Introducing a new tool to help marketers review and improve the best options for promoting content

If you’re a regular reader of Smart Insights, it’s likely you’ve seen, or even better, used our Content Marketing Matrix developed with First10. It has proved to be a popular infographic since it’s not just a nice visual of some interesting ‘facts and figures’ about marketing, rather it can actually be applied to get better results since it helps businesses brainstorm the best types of content to create as part of their content marketing strategy. We also feature the matrix and other tools in our recent free content planning template - we worked on in collaboration with HubSpot.

What is the Content Distribution Matrix?

This infographic is aimed at helping  marketers to review the effectiveness of different types of Paid, Owned and Earned media to promote or distribute their content in generating site visits,…

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 2015 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 2015 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 are…

How well do businesses really know their customers?

As consumer expectations for relevant content and offers grow as they experience top retailers such as Amazon, companies need to focus even more on customer experience through relevant communications. When completing our Managing Digital Marketing in 2015 research we were interested to see how well companies do understand their customers since many respondents said that improving use of CRM and applying Big Data concepts was a priority for this year. We asked businesses which of the classic segmentation and targeting techniques they used to target their customers using online marketing, for example targeted emails or web-based personalisation. The results show that, overall businesses are long way from the 360 degree customer view and personalised customer lifecycle marketing that many have discussed for a long time. As marketers we see a lot of examples about how we should improve…

A tool for reviewing the options for online customer acquision and monitoring for social media and other sites

You will have noticed that there's a fair amount of choice online for reaching and interacting with your audience, in fact it's overwhelming! You can't be everywhere, so it's important to prioritise which types of sites and partnerships you invest time and money in to try to gain visibility through outreach, partnering and advertising.

2015 update - introducing the Marketing Bullseye

Since we introduced the Radar in 2010 we have evolved it into the infographic shown below. In this update, we introduce the Marketing Bullseye Framework - a great new tool to review customer acquisition from Traction which has a similar purpose - see the end of the post for a description.

To help you review and prioritise, we developed the "Digital Marketing Radar" which gives a prompt on the different types of…

Using the Smart Insights RACE marketing funnel to develop a Digital Strategy

As we enter 2015, the latest stats on use of digital media and technology all point to the growing importance of creating a digital strategy. Did you know that During 2015 the number of global Internet users will pass 3 billion (Source: ITU) 80% of Internet users now own a smartphone (Source: Global Web Index survey of 32 major markets) Search remains the main traffic driver for websites (Source: Global Web Index) The need for businesses to compete to reach and engage their audiences as they use digital devices is clear and well-established. Yet we know from our Managing Digital Marketing research for 2014 and 2015 that many businesses don't have a digital strategy - only around half of all businesses are using digital media and technology strategically.

Using the RACE system for Digital Strategy development

To help businesses create or refine their digital strategy, Dan…

The top 10 free sources for Global, European, UK, US, Asia and Latin America digital marketing statistics

Online marketers love statistics about digital marketing. They allow us to review customer adoption of the latest digital platforms, make business cases for investment in marketing and allow us to benchmark our performance against competitors. To help readers of our blog keep 'up-to-speed' with the most significant, best sources of stats we have regular posts each week in our digital marketing statistics post category and flag them as #DigitalInsights on social media and in our enewsletter. For Expert members, we compile a regularly updated set of usage statistics to use in presentations - it's updated each quarter so all the latest stats are categorised in a single place for including in presentations. Recommended Guide: Online…

A process for creating a multichannel marketing plan combining the SOSTAC® and RACE frameworks

As we enter 2015, we've been refreshing our planning frameworks and the infographics to help visualise them. We will feature the updates to the infographics in a series of posts starting with The Growth Wheel since, at this time of year, many are reviewing their options for growing their business using improvements to their multichannel marketing. Our new Multichannel Marketing Growth Wheel infographic gives a visual view of key planning activities that are needed as part of the process of producing an integrated digital marketing or multichannel marketing plan. We originally created the Marketing Growth Wheel infographic back in 2012. In his post introducing the infographic, Dan Bosomworth explained: "Our Growth Wheel uses a standard SOSTAC® approach to planning, but applied to using digital technologies and…

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TFM&A 2015

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Start your Digital Marketing Plan today with our free Basic membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments
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