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.

Our annual look at the latest trends in digital media and technology and how they will impact marketing

Throughout each year, there is always a lot of interest in predictions for the year ahead and the latest marketing trends."What's Hot?" and "What's Next?" are always the most common questions when I give webinars and talks! As we near the end of the year, and people look to the year ahead, the interest increases. Since it's that time again, in this post and a series of others looking at customer lifecycle tactics, I'll look at what I see as the latest trends in marketing which look set to continue into 2016.

Digital Marketing Priorities 2016 Summit

Join us to learn the latest trends and techniques in Digital Marketing including search, email and social media marketing plus web and…

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 method of boosting response. You can…

What do businesses need to do to gain more insights and value from Google Analytics?

You know the way it is with using Google Analytics... nearly all businesses have it installed, but far fewer have customised it correctly for their business AND have a structured approach for using it to improve their online marketing. I think many business owners and marketers know that because of this and the lack of skills to interpret the data, the obvious potential of using Google Analytics to review and improve online marketing is missed by many organisations. The reason for this missed opportunity is not a technology problem. As Avinash Kaushik has pointed out, in his 10/90 rule of managing analytics, that's because this is largely a People issue, i.e. how to provide People with the right processes, tools and KPIs to drive performance. Those most aware…

Using capability maturity models to review effectiveness and set targets for digital transformation

This month we've been adding to our visual tools to help all members assess how well their businesses are adapting to using digital media and technology as part of Digital Transformation. You may have seen this visual for reviewing digital marketing, or one in a similar format for benchmarking your email marketing. We have now collected these visuals together in a single download so that you can easily review them and print the most relevant for you. [si_guide_block id="55897" title="Free member download – Digital Marketing Benchmarking Template" description="Score your business on this simple 5 point scale to identify techniques you can use to improve your digital marketing overall and for the core channels and techniques including SEO, Social Media, Email Marketing and Conversion Rate Optimization."/] We hope you find these visual tools…

Simon Sinek explains how to truly differentiate a brand when most fail

Leadership expert Simon Sinek is perhaps best known for giving one of the most popular TED talks of all time, which you can view at the end of this post. Its focus is on how leaders can inspire cooperation, trust and change in a business based on his research into how the most successful organisations think, act and communicate. I think that marketers will find most value in his Golden Circle model which helps give focus to how a business can stand out from similar competitors by communicating its differences. I was prompted to check it out after a recent workshop when discussing the importance of developing strong online value propositions as part of a digital marketing strategy. One of the attendees working in B2B healthcare explained how they had used it with their agency to develop a more distinctive…

A compilation of social media statistics of consumer adoption and usage

Social networks are now so well established, that there are now a core 'top 5' social networks which are most popular which doesn't change from year-to-year. But, as we'll see in this post, the most popular social media sites vary a lot by level of usage in different countries and with demographics. When comparing the most popular social networks it's best to review them by active account usage, not just the number of user accounts. We'll also see in this summary that some social networks are growing more rapidly than others while some are now in decline. We recommend Global Web Index as one of the most reliable research sources of social media statistics to compare consumer use and engagement across different social networks. Research is conducted in quarterly waves, each of which has a global sample size of more than 40,000 internet…

What are employers looking for from digital marketers?

The latest research from Michael Page and EMR Recruitment shares trends in recruitment salary and skills trends in the world of digital.  Both surveys have highlighted optimism by digital professionals and employers as there are clear signs of continued growth for digital skills. Some of the marketing respondents who were surveyed said that they are focused on trying to keep their digital skills up-to-date through on the job training and self-learning. Over the past year, EMR's report shows that marketing professionals are now more satisfied with their salaries and bonuses - are these respondents just working for fantastic employers, or is it true across the UK!. Michael Page's interactive salary checker tool is a great way to check out salaries by county, sector, and digital specialism. Here is an example of salaries for roles in Yorkshire and the North East: …

Use these 17 points to check your email service provider has all the features you need to produce fully optimised email marketing campaigns

Optimising your email marketing is no easy task, if it was, everyone would be getting fantastic results from their email campaigns. A major factor in either facilitating or constraining how effective your emails are is the functionality available in your "Email service provider (ESP)", which today is often called "Marketing Automation" or "Marketing Cloud" services. To help select the best fit of provider based on the most important features or 'functionality',  we have produced this handy Email service provider checklist to see if your email service provider is providing you with all the features you need. For members, we also have a more detailed guide for choosing your email service provider. [table id=13 /] [si_guide_block id="39971" title="Download Free Email marketing platform RFP template checklist" description="This guide will cover all the key capabilities of ESPs…

Discover your business's ability to Plan, Reach, Act, Convert and Engage

Applying the many digital channels and technologies to your business is no easy task. The industry moves fast, and there are a large number of different disciplines to master (we recently listed the top 20 digital marketing skills). Email marketing, SEO, Social Media Marketing, Conversion Rate Optimisation, the list goes on, and each one requires a very different set of skills and awareness of the success factors for different platforms. Amongst the many different skills we need to master for digital marketing, it's easy to lose sight of the big picture of how a business is using digital marketing to compete.  Our research shows that many businesses don't have a digital marketing plan, so knowing how to structure a plan can be difficult. To help provide a structure for creating a strategy, when Smart Insights first launched, we developed this Excel digital strategy…

The potential for online retail growth on desktop and mobile devices

It's interesting to look back at the growth of online sales and think forward to how much further they can grow at the expense of traditional channels. Overall percentage of Ecommerce retail sales are perhaps, surprisingly small at around 7% of sales in the US and 10% in the UK, but with sustained growth.  The data for Europe suggests growth rates of 10 to 20%, so for businesses forecasting their future growth rates, the growth target should match or exceed this.

September 2015 update - new UK Ecommerce predictions from Emarketer

These charts from eMarketer give a great visual summary of UK retail Ecommerce sales growth predictions. Although growth rates are declining, they will remain around 10% for next two years with total online retail sales reaching 19.3% by 2019 according to the prediction. …

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