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.

What’s New in Marketing? July 2014 roundup

How to achieve Digital Transformation in businesses has been a hot topic through 2014 and this month we have focused our advice on this. To help get focus and review current use of digital we created this roadmap so you can summarise where you are now and where you need to be in future. It’s taken from our new Digital Transformation guide for Expert members.

Strategy and planning

Our strategy and planning posts also focus on transformation: What is Digital Transformation? - Annmarie Hanlon introduces the concept and gives examples in this post. Digital to account for 75% of all marketing spend in 5 years - the need to manage transformation is shown in this post by Dan Bosomworth of new research from Accenture. Insourcing vs outsourcing for digital marketing - James Carson asks “Which digital marketing activities you should keep inhouse or…
A review of the in-page Chrome extension for Google Analytics Value: [rating=3] Recommended link: Google Analytics InPage Extension for Chrome This tool came out at the end of June, so it’s not brand new, but we think it’s still worth an alert since although it has been released for a month, it’s had fewer than 60,000 downloads - not many considering the number of people that use Google Analytics… Maybe this is because it doesn’t add much to the existing Google Analytics In-Page Analytics feature which you access from the bottom of the “Behaviour” menu in Google Analytics.

How to setup the Page Analytics Chrome extension

To setup the tool simply: Download the Chrome extension and enable the extension by clicking on the button in your toolbar. Make sure you are signed-in with the relevant Google Analytics account with a profile for the site you want to review. Load up the page you want…

Now available on iOS as well as Android

Value: [rating=4] Recommended download links: GA app on Android and  iOS . Thanks to the Google Analytics API, third-party developers have offered mobile Google Analytics apps for years. Analytics App was a favourite for us. We’re also working on a dashboard app for desktop and mobile based around our RACE planning framework with built in advice which offers greater simplicity than GA - expect more on this over the next few months! This alert is to let you know that Google has finally released its own app. Android users have had this available for a month or so from the Google Play Store. I’ve switched to Android on S5 these days since I need a BIG screen and the new version defaults to a real-time report. It works well for reviewing checking up on those KPIs when travelling: …

 Some practical tips based on 10+ years of marking exams

I was first involved in setting and marking exams in digital marketing around 2000 for the pioneers taking the Chartered Institute of Marketing E-marketing certificate or award as it was known then. Since then I have marked many exams and assignments and a few years ago I posted this note on my personal blog in response to requests. Recently, I have had some more requests for tips on taking exams although I'm no longer directly involved with marking since I'm focusing on developing resources for Smart Insights with our team of writers. You will see that these tips are based on obvious, but nonetheless common failings in approach, it's natural that a logical approach will "go out of the window" under exam pressure, but hopefully these tips may enable you to have some "grace under pressure". …

A definition of Marketing Automation in 2014

Have you noticed that there’s a lot more discussion of how marketing automation can be used by businesses in 2014? Many email marketing service providers (ESPs) are repositioning their services as marketing automation platforms and at the same time, customer relationship management (CRM) systems are including marketing automation and Big Data features as part of their cloud platform services. As I speak with marketers at different businesses I find that there is varying understanding of what marketing automation means and I'm often asked to define it’s scope. So, in this post I have outlined some of the main features as I see it.

Automated, personalised email sequences are a key feature of Marketing Automation

In reality, the automation concept is not new, for example, automated email sequences are a key feature of marketing automation that have been available for at least 10 years in many capable…

A Review of CTRL ALT Delete by Mitch Joel

As we work from day-to-day, week-to-week and month-to-month it’s easy to miss the extent of the changes that digital media and technology have made to our businesses and careers. I will be discussing how to manage these changes, both at a business level and a personal level in our upcoming webinar on July 10th with Mitch Joel, the author of CTRL ALT Delete and Six Pixels of Separation, who is President of Twist Image - one of the largest independent Digital Marketing agencies in North America, but sold to WPP earlier this year. It's a free webcast and if you register now you can watch live or playback. …

Our new mobile responsive home page and customer journeys

Just a short note to let members and readers know that you will soon see a new and hopefully improved look to Smart Insights. We're excited to get the new look live and hope you like it too. There may be a little downtime on Monday 30th June and Tuesday 1st July as we push this live, so please bear with us if so. We’ll let you know when the new templates are in place. As with many companies working on redesigns at the moment we wanted to move to a mobile responsive approach so that our content and navigation is clearer on smartphones. We first updated our online courses and some landing pages to mobile responsive around 18 months ago, but will be rolling out more changes in the remainder of the year starting with a new homepage, strategy pages and top navigation.…

A round-up of our advice and alerts from June 2014

Colin Green, Marketing Director, Land Rover UK stressed the importance of integration when he stated that:

“Truly Integrated Marketing is the holy grail for the marketeer. ”

However, it seems that integration is easier said than done. Our research on Managing Digital Marketing showed that many are making efforts to improve integration across the many marketing channels today. Given these challenges, in our strategy posts this month we have focused on articles discussing how to improve integration.

Strategy and planning advice

Improving integrated digital marketing Three examples of integrated campaigns How to create an integrated marketing campaign

Social media marketing alerts

Talkwalker - a review of a new, free social media monitoring tool Influencer marketing - Bryony Thomas explains her recommended strategic approach to influencer marketing. 17 LinkedIn Profile tips - this infographic was one of our most popular…

Amazon's business strategy and revenue model: A history and 2014 update

I've used Amazon as a case study in my books for over 10 years now since I think all types of businesses can learn from their digital business strategy. From startups and small businesses to large international businesses, their focus on the customer, testing market opportunities made available by digital technology and their focus on testing and analysis to improve results. I aim to keep this case study up-to-date for readers of the books and Smart Insights readers who may be interested. In it we look at Amazon's background, revenue model and sources for the latest business results. We can also learn from their approach to digital marketing since they use digital marketing efficiently across all customer communications touchpoints in our RACE marketing planning framework: Reach: Amazon's initial business growth based on detailed approach to SEO and AdWords targeting millions of keywords. Act: Creating a clear simple experiences through testing and…

Why benchmarking is essential to fill the digital marketing gap

In theory, analytics can tell you anything you want to know about your last digital promotion - except whether or not it was successful... For example, analytics may tell you? Your conversion rate was 3%. Is that good? Engagement is down. Is it down across your competitive set or is it just you? Redemption rate exceeded targets by 10%. Was the bar set too low? You won't get these insights from your digital marketing analytics because all they can give you are your numbers, which are meaningless unless you have something to compare them to. Benchmarking tools provide answers by plotting your data against the industry-specific averages for hundreds of metrics. You'll know what objective success looks like. You'll know if you achieved it. And you'll know how your promotion fared versus the…
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