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.

How the the Multichannel Majority varies between different sectors

Our mobile marketing statistics summary shows how mobile use has increased such that it now exceeds desktop use in many categories. Following the lead of Google and others, you now often hear marketers and designers talking about adopting a Mobile-first design approach when upgrading their websites. Many responsive designs are led by the mobile experience. This often leads to a simplified design approach which is positive for users and conversion. I was recently working on  a consulting project in the insurance sector and it was interesting to see how insurance comparison sites like Money Supermarket, and the AA have all adopted a mobile-first design philosophy with simplified designs and reduced copy. While this is positive, I've chosen today's Chart of the Day to show that it is an over-simplification. The reality is that while smartphone use is overwhelmingly popular for some…

Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development

"Mobile to overtake fixed Internet access by 2014" was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May. The mobile statistics that the team at Smart Insights curate in the regular updates to this article include: Ownership of smartphone vs Desktop Mobile vs desktop media and website use Mobile advertising response Smartphone vs Tablet vs Desktop conversion rates Well, we're now past the mobile Tipping Point as this report from comScore shows. So it's no longer a case of asking whether mobile marketing important, we know it is! It's now a question of using the statistics to understand how consumers behave when using different types of mobile devices and what their preferences are. …

A breakdown of online sales in the UK

We're continuing to see a steady growth in online retail sales across sectors based on a range of compilations. In this chart based on data from the UK ONS we see a breakdown by sector of growth and the proportion of online retail sales compared to all sales. We are seeing growth in all sectors other than textile, clothing and footwear stores. Perhaps evidence of a change in preference back to the high street in this category. Year-on-year growth in most sectors is sub 20% other than the 'other' categories. For reference, the specific figures in each sector are below. Source: UK Office of National Statistics August 2016 report Related toolkit: E-commerce and retail marketing  …

Learning from 6 layered targeting options used by online retailers that can be applied to any business

There are many different levels in sophistication of targeting for email marketing. In this post I'll run through some of the most common examples used by retailers since I think they can often be applied to companies who don't sell online like relationship-building or B2B companies. Here, I will ll outline what I see as the 6 most common segmentation approaches. More details are available in my book Total Email Marketing and my more recent 7 Steps to Email Marketing Success Ebook on Smart Insights.

[si_guide_block id="68233" title="Download Expert Member resource – Advanced Lifecycle Email Marketing Guide" description="A best practices briefing for high email volume businesses to take their email marketing to the next level. This guide is aimed at managers responsible for growing online revenue by integrating different communications channels in larger organisations…

How does the digital maturity of your business compare?

Although digital marketing cannot be called new with the advent of the web now over 25 years old, this new research from Adobe shows that relatively few companies have mastered digital marketing. Only 19% of North American organizations and 7% of European organizations rate their digital maturity as “Advanced” when reviewing processes, data integration and technical skills. Digital maturity definitions from the research shown in the figure are. Advanced: Data mostly integrated, best practices generally followed, automation common, strong technical skills Focused: Data and processes somewhat integrated, automation common, solid and expanding technical skills Emergent: Basic data integration, some automation, growing technical capacity Nonexistent: Limited data in silos, no automation, low technical capacity This pattern of a low-level of maturity is similar to that we…

Digital marketing systems, CRM roll-out and Big Data project failure rates exceed 50%

Long ago, before the World Wide Web (yes such a time does exist, it was in the late 1980s, early 1990s), I worked as an IT project manager managing teams building marketing systems for clients and packaged solutions used worldwide. So IT project failure is still 'close to my heart', particularly since now with my focus on digital marketing we hear that many project failures occur raising questions about the Return on Marketing Technology (RoMT). For example, you hear shocking statistics like these bandied about: 63% of CRM initiatives fail 70% of Marketing Automation projects fail (actually a bogus statistic) 84% of digital transformation projects end in failure They're certainly shocking and raise HUGE questions about the way marketing technology is procured and implemented today. Yet we need to be careful about their validity. As Venture Beat…

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

In a couple of recent consulting workshops with our members, I've recommended this report Google Analytics report (shown below), 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 of traditional customers acquired by other channels - this prompts questions as to whether you are reaching new audiences online or similar audiences. The data…

Clickthrough research data reveals the importance of 1st, 2nd or 3rd position in Google

You often hear company owners saying “I want to rank top” for their target keywords. Although this may be an unrealistic hope, they’re right to say this since they realise that the proportion of clicks driven by top positions is much higher. Research showing average clickthrough rates by position in the SERPs (Google's search results pages) are useful since they can help make the business case for more investment in SEO since you can estimate uplift in visits with improved rankings when performing a gap analysis for which keywords to improve in SEO, using search query data from Google Search console, for example. The best open source for this data today is the Advanced Web Ranking organic CTR research which we share here, so you can check out the different CTR analysis it gives. This data is from…

Using tables and flow charts to visualise and plan automated contact strategies

Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost. Here are some common examples of event-triggered email sequences: Welcome sequence for a new subscriber or lead to an email list Welcome sequence for new customer (onboarding) Reactivation of customers or subscribers who lose engagement Abandoned shopping cart follow-up emails Shoppers browse or search on a site but don't buy follow-up Time to repurchase or replenishment emails However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it's a new approach to the company or agency. The great benefits of event-triggered e-mails is that once set up and tested for effectiveness, they are a low cost…

Which of these 9 digital marketing and martech megatrends will help give you an edge in 2017?

In this post, I'll take an in-depth look at what I see as the 9 most significant trends, or 'megatrends', in digital marketing for the year ahead. I've broken them down by 5 different types of marketing trends that businesses of all types need to consider to stay competitive. But first, I'm interested to get your view on the most important trends at a top-level, since we have asked Smart Insights readers for the past few years about what they see as most important trends. So, here's a challenge. Before you read on, please select one marketing activity that you think will give your business the biggest incremental uplift in leads and sales in 2017 (or your clients if you work for an agency or as a consultant). Thank you - and do let us know about the…

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