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.

Our monthly round-up of the main developments in marketing

The main platform developments this month were Twitter Digits and the relaunch of Facebook Atlas which we report on in our Social Media section. We also heard about Google's reinvention of email through Inbox - although there's not much to report on just yet, we'll have to see when it officially goes to Public Beta - request your invite here!

Strategy and Planning

This month we’ve been focusing on an aspect of Digital Marketing that you don’t hear discussed very often, but we think will be discussed a lot more in the future as more businesses start to get the fundamentals of digital marketing right. That’s Digital Marketing Optimization - check out our post for why we see it is important and how the best results will go to those businesses who succeed in getting People, Process and Tools to work effectively…

What are your recommended Email Marketing techniques?

That’s the question we posed in our recent email marketing tips competition. Thanks if you contributed a tip or shared the suggestions! We had lots of great suggestions, so it’s a pity we don’t have a prize for all, but we have now selected 3 winners and there are 3 “highly commended” tips. I asked our judges Chad White who offered up 3 copies of his new book Email Marketing Rules and Tim Watson, Email consultant at Zettasphere and regular Expert commentator on Smart Insights to each choose 3 tips and explain why they liked them. I then decided on a winning three based on the depth of the contributor’s insight and those who gave a specific example of a test.

Three winning Email marketing tips

Here are the “lucky winners”:

1. Alan Moir on Personalisation.

In one…

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: …

Will Digits displace other email address-based user sign-in and authentication methods?

Importance: [rating=5] Recommended link: Twitter Blog Digits announcement This is another interesting piece of new jargon and associated tech that marketers need to ‘get their heads around’. Here’s a summary of my understanding. I’ve also gone a bit beyond the ‘copy and paste’ summaries of other announcements by digging out a couple of case study examples of brands already using Digits which show how important this could be as part of the overall digital marketing ecosystem. This is why I have unusually rated its importance as 5/5! 1. Digits is a new method of signing on to mobile apps and websites developed by Twitter. Twitter says it will reduce ‘friction’, enabling users to sign in to apps more readily. 2. Digits works by signing in with mobile numbers and confirming using an SMS . It’s similar to two-step…

Dispelling some email marketing 'best practices'

In our email marketing campaigns, we are always looking to boost our open and clickthrough rates and the business outcomes we're looking to achieve. Following best practices can help here to avoid dumb mistakes like not having compelling headlines or clear calls-to-action. However, this contrarian infographic from Alchemyworx suggests many rules-of-thumb for email marketing are really just myths have developed and could be damaging our campaigns. For example, it questions whether we should we send our emails every Thursday, Should we stop contacting inactive subscribers after six months or if we send too many emails then they are ignored? 'Actually, sending 4 emails per month rather than one doubles the likelihood of one email being opened" 'Though we know, it has to be targeted and personalised etc. We like this classic infographic since…

31 Predictions on the Future of B2B Marketing

Each year, through the year, I’m reviewing the latest trends and predictions for digital marketing to update Smart Insights members and to include in new editions of my books I’m working on. Looking to the year ahead, I have just updated my ideas on trends in marketing for 2015 with a focus on the latest software tools to help digital marketers - please take a look and vote on the most important trend for your business! My reviews tend to span across all of digital marketing, so I was interested to see this compilation of predictions compiled by Lee Odden of TopRank Online Marketing focusing on the future of B2B Digital Marketing. It’s curated by Top Rank Digital in association with Marketing Profs for their upcoming B2B Forum, so I was interested to take a…

What are the advantages and disadvantages of using Facebook's new ad network?

Importance: [rating=1] Current importance to small, mid-size businesses. Value: [rating=4] for larger businesses and brands. Recommended link: Facebook Atlas announcement

What is Facebook Atlas?

1. Atlas is not a new service

There has been a lot of hype around Facebook's recent re-launch of Atlas which you may know as an ad-serving product which has been used for managing display campaigns by large media companies for many years. Facebook purchased the Atlas ad server from Microsoft in early 2013 and are building it into their ad offering.

2. Atlas will offer targeting based on Facebook profile information and remarketing across publisher sites

Atlas will enable targeting of audiences on publisher sites based on their Facebook demographics and interests. Remarketing or retargeting should also be possible - this is an established approach by brands to offer people reminders about products or services. It's unclear…

An interview with Retail email specialist Dan Jak

There is a LOT written about best practices for email marketing, especially around creative and copy. Mark Brownlow has contributed many great posts to Smart Insights covering subject lines, email pre-headers and Email CTAs to name but 3. But  there is far less written specifically about best practices for email marketing in retail ecommerce. The obvious exception is Chad White's Retail Email blog although Chad has diversified into more general email marketing advice with his new Email Marketing Rules book - we have a competition to win 3 copies running at the moment. So, when I got chatting to Dan Jak in our LinkedIn group and discovered his experience  on Email marketing I was keen to learn and share more. So in this interview we look at some retail-specific email marketing challenges, many of which apply more…

A review of the latest digital marketing approaches for charities and not-for-profits

Digital marketing is now a core communications method for Charities and Not-for-Profit organisations (NfPs). Charity websites give a great platform as a vital communications channel to inspire and engage people, raise funds, provoke discussion and explain the benefits and use of services provided through fundraising.

Trends in digital marketing  for charities?

The future direction of Digital Marketing for charities was discussed by Dave Chaffey of Smart Insights at a recent keynote delivered to the Comms Rewired conference organized by The Scottish Council for Voluntary Organisations (SCVO) - the membership organisation for Scotland’s charities, voluntary organisations and social enterprises. [slideshare id=39786189&doc=digital-marketing-trends-for-nfp-davechaffey-scvo-141002024327-phpapp01] You can see in the Slideshare that Dave reviewed examples of how charities are using digital communications across the Smart Insights RACE planning framework. Dave recommended that content marketing should be a the heart of charity marketing. As our Inbound marketing blueprint suggests, this requires these 6 key actions Dave…

Our round-up of the latest advice and developments in digital marketing with a focus on customer experience and trends this month

This month we published The Managing Customer Journeys Report 2014, a new research report in conjunction with Ecommerce Expo. It’s a free download for all members via our Customer Experience Strategy page which also contains details of the talk and this visual to help you assess your approach to managing customer experience. We were keen to commission this research since, with the increase in the complexity of the path to purchase across Paid, Owned and Earned media it’s becoming more difficult and more important to manage customer experiences! It focuses on approaches to managing customer experiences and suggests how businesses are progressing across these experience management maturity levels.     Digital Marketing Trends 2015 - Dave Chaffey’s annual prediction of the marketing trends that will be important in…

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