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.

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…

Rob McLaughlin, Head of Digital Analytics at Sky explains the importance of a data-driven approach to modern marketing

Q. You recently moved from agency DigitasLBi, to join Sky as their Head of Digital Analytics. Why the move?

It has been a great experience working with my colleagues and clients at DigitasLBi, the breadth and depth of our engagements ensured interesting and challenging projects which really helped me continue to develop myself. I have been incredibly fortunate throughout my career to have been given the opportunity to work with some fabulous brands and high -growth businesses, DigitasLBi continued to add to that but the human aspect of that agency is something special. The agency is a collection of exceptionally bright and diverse individuals and one can only benefit from sharing space and time with them, I highly recommend the experience! More than any other role I have…

Less than half of marketing know their ROI from Content marketing

For the past 3 years that we have been asking Smart Insights readers which is the marketing tactic which marketers that will give them the most incremental growth. In each of those 3 years, Content Marketing has been identified as the trend which will have the most impact. Given the popularity of content marketing as an activity and increased investment in this area, using the right measures to assess return on content marketing is essential. We asked this question in our recent report on content marketing in Europe asking marketers based in Europe about the content marketing techniques they have used. In the question on KPIs used for content marketing summarised in the infographic below we asked which measures are used for measuring content marketing effectiveness. You…

Our recommendations on 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. …

Our compilation of the latest 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. So understanding these differences in popularity of different social networks is really important when targeting specific audiences. 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.

2016 social media stats update

We'll keep this post updated during 2016 as the latest statistics are published drawing on our recommended top 10 digital…

The average number of connected devices per consumer is 3.64

When we think of communicating with consumers through digital devices we know that mobile devices have become far more important in recent years with many businesses seeing more than 50% of consumers website sessions on mobile devices. This growth has led to the 'mobile-first' philosophy, yet we should remember that consumer usage is more complex than this. Many consumers and households are multi-platform, using a combination of smartphone, desktop and tablet devices. This ownership is shown by this 2016 data which shows and average of nearly 4 devices per person. So typically that will be desktop, phone, tablet plus other devices such as connected TVs or consoles. Another survey by Pew Internet showed that 36% of Americans own a desktop, tablet and smartphone. So a clear implication of the…

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 …

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