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.

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…

Newsfeed algorithm changes which could affect the number of organic site referral visits you get from Facebook in future

Importance: [rating=3] Recommended link: Facebook Official Newsfeed FYI post from 21 April 2015 We're alerting Smart Insights readers to this change to personalisation of the Facebook newsfeed algorithm since it could potentially affect the volume of referrals that your site gets from Facebook if you're not posting the right type of content or at the right frequency. In their announcement of the change Facebook explain that their algorithm aims to...

"give you the right mix of updates from friends and public figures, publishers, businesses and local organizations you are connected to.

This balance is different for everyone depending on what people are most interested in learning about every day. As more people and pages are sharing more content, we need to keep improving…

How to use Custom Segments in Google Analytics to check the impact of Google's mobile-friendly algorithm changes live since April 21 2015

Well, the mainstream media have been calling it 'Mobilegeddon', which maybe overstating it, but it's going to increase the questions by colleagues about 'have we been affected by this Mobilegeddon update?'. So, we definitely recommend checking in your analytics, now it's live to see what the impact is on you or your clients. To help businesses prepare, we featured Google's guidance on mobile-friendly when it was first announced in November and more recently, Gavin Llewellyn explained 5 tools to help check your site is Google mobile-friendly. I've been anxious to check the impact on SmartInsights.com too, so I thought I'd share the approach I've used and share what we found.

3 steps for using Google Analytics to check the impact of Mobilegeddon

The analysis used involves isolating the organic traffic from Google which arrives at a…

Why and how to use hurdle rates to set goals for your digital marketing

The concept of hurdle rates seems to be quite widely used within finance and investment circles, but I rarely hear it discussed in blogs about measuring and improving digital marketing. Perhaps that's because they're most useful when related to customer retention, or the 'Engage' part of the Smart Insights RACE Planning framework. It's surprising since they offer an excellent way to set goals and track performance against them when you are looking at your effectiveness in communicating with an audience. You can use them to review email marketing, ECRM, customer engagement with social media or repeat purchases. Here's a brief introduction to hurdle rates and some ideas on where you can apply them.

Hurdle rate definition

The hurdle rate for engagement is simply the percentage of customers who perform an…

Trends in affiliate models from 2007 to 2015

Affiliate marketing has been a core acquisition channel for transactional consumer sites for many years now. But over the years, the popularity of different types of affiliate marketing have changed dramatically. PerformanceIn have published an interesting compilation of the popularity of different affiliate types based on research by Affiliate Network Affiliate Window. The chart below shows the top 20 Publisher Type in the Fashion Sector: You can see that there was an initial focus on search marketing, through both SEO and PPC with many affiliates specialising in these active. But, it's no secret that Google doesn't favour affiliates, so its algorithms now favour destination sites and it has developed its own comparison tools. PPC through AdWords has also become more important. The graph below shows how popular voucher codes and…

US, Europe and Worldwide display ad clickthrough rates statistics summary

I've put this compilation together to help marketers and students studying interactive marketing create direct response conversion models for digital marketing campaigns. When I originally compiled these stats from different sources, social media ads were only in their infancy, but they are now established as a mainstay of online advertising. In this latest update I have added a comparison of CTRs for Facebook and Twitter at the end of post. If you're looking to get more from your display advertising we have an Expert members guide to retargeting with display ads Recommended Guide: Ad Retargeting briefing Learn the success factors and best practices for display advertising from Emma Ashby who works as Display Manager at epiphany. Download our Ad retargeting guide

Display Ad…

Our compilation comparing average conversion rates for retail sites and other industry sectors

As you will know, conversion rate is often used as a KPI to review the effectiveness of Ecommerce sites. Naturally all site managers and owners want to know, "how do our conversion rates compare?" In this post I have compiled different free industry sources focusing on retail Ecommerce conversion, but towards the end of the post a chart shows average conversion rates for a range of sectors including B2B conversion. Before we get to the stats, one other caveat on analysis of conversion rates: When benchmarking conversion rate, we think it's important to explain to marketing managers that they should go beyond headline conversion rates to segment conversion by different types of visitor. To see why, see Dan Barker's excellent post explaining why conversion rate is a horrible measure to focus on.

April 2015 update - conversion rates by device

The Monetate…

Are you ready for 'Amazon Prime Air'?

Yes, it's April 1st, but this story is not made up, it's an exclusive report from the 30th March 2015 with the byline Guardian gains access to unnamed British Columbia site where tech giant’s roboticists and engineers, stymied by American regulation, are now developing their unmanned domestic delivery service. I could barely believe this story when it was originally announced at the end of 2013 on  Amazon's Prime Air page and the BBC that Amazon was testing package delivery by drone. The aim of the retailer is offer customers the choice to have packages dropped on their doorstep by flying robots within 30 minutes of ordering goods online. It seemed like science fiction turned into a nice piece publicity stunt. The report this week shows that this is "for real" and Amazon has…

How Spotify built a $5 billion business with more than 50 million subscribers

Spotify is a streaming music service originally developed in 2006 in Sweden and launching in 2008. Spotify Ltd. now operates as the parent company in London while Spotify AB manages research and development in Stockholm. This case study about the online music subscription service illustrates how different elements of the mix can be varied online. It also highlights success factors for developing an online marketing strategy. We've included it on Smart Insights for readers of Dave Chaffey's books before the next edition is publishes - it replaces an earlier case study In early 2015, Spotify was valued at more than $5 billion. Investments in the growth of the company have been $1/2 billion in seven rounds of funding from 17 investors. It is currently rumoured to be about to…

New consumer insights showing the importance of search in different sectors

When I'm asked by people who are starting new businesses where they should focus their online marketing, search marketing is usually near the top of the recommendation. Of course it depends on the level of consumer intent or demand for the new service, i.e. how many people are searching for products and services. The importance of search marketing today is shown by our new infographic created by JBH Marketing. It shows the importance of search drawing on the latest data from SimilarWeb on the level of consumer demand through searching and including practical advice and analysis from some of the top places to learn about search like Moz, Search Engine Land and Searchmetrics. So, I hope you agree that the infographic presents a compelling case for investing more…
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