Statistics on mobile usage and adoption to inform your mobile marketing strategy
"Mobile to overtake fixed Internet access by 2014" was the huge headline from the widely shared infographic at the end of this post summarising the bold prediction from 2008 by Mary Meeker, an analyst at Kleiner Perkins Caufield Byers who reviews technology trends annually in May (see latest KPCB 2014 technology trends).
To help you keep up-to-date with the rise in consumer and company adoption of mobile and its impact on mobile marketing, Dave Chaffey, Rob Thurner and I will be keeping this post updated throughout 2014 as the new stats come through to support our New 120 page Expert members Ebook explaining how to create a mobile marketing strategy. We also have a free summary mobile briefing for Basic members.
Landing page examples and best practice advice
Most discussion of web design in companies who don't know the power of landing pages still tends to focus on the home page. But, for companies who are running a lot of online marketing campaigns, the effectiveness of the different pages deeper within the site is vital to getting returns from these campaigns.
So this prompts the question, which factors make for the most effective landing page? Is a 'Perfect Landing Page' possible? This post gives a summary of my top 12 tips and places to look to find more examples.
Recommended Guide: Creating high-converting landing pages
Our 88 page Ebook features a workbook format with checklists and over 50 examples that makes it quick to scan to develop a strategy and then make improvements.
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…
Use the RACE Planning System to get ahead in your digital marketing
The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan.
Today, marketers are understandably even more hungry for guidance, given the importance of digital media. The original plan in my book has been revised to create a free to download digital marketing planning template based on the Smart Insights RACE planning system. This template is based on fifteen plus years experience of creating and reviewing digital marketing plans for companies and helping students develop them.
Get started with our free digital marketing plan template
Learn how to structure a digital plan when you download our 14 page A4 PDF template. It will show you the essential online marketing activities that you must work on.
Download the free Planning template »
If you're already a member you can download this…
Selecting the best revenue options for Internet startups
I'm often contacted by site owners with an idea for a new site who are trying to work out how much revenue they'll be able to raise depending on the number of visitors to their site.
There's no simple answer to this, but to help, several years ago I created this spreadsheet model which also features in my books as an activity to help students working on this topic. It shows the main parameters you need to set - blue fields and it works how the revenue earning - orange fields.
The Site Ad revenue model
If you plug in some average figures for pay-for-performance-based advertising options like cost per click or cost per action approaches li as shown below it shows why fixed fee and CPM models tend to be preferred by publishers.
It also shows that you need substantial traffic to to make much money…
What is PR Smith's SOSTAC® marketing planning model and how do you use it?
If you don't know PR Smith's SOSTAC® model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. SOSTAC® was voted the third most popular model in the CIM poll on marketing models in 2011 because it's easy to remember and it makes it easy to structure plans for different planning activities. Whether you're creating an overall marketing or digital marketing strategy or improving individual channel tactics like SEO or email marketing SOSTAC®, is your friend.
November 2014 update: If you're an Expert member of Smart Insights, read Paul Smith's new 160 page guide explaining How to create the Perfect Digital Plan using SOSTAC®.
SOSTAC® Digital Marketing Plan guide
Learn how to structure an…
Efficiency vs effectiveness definition & explanation
I think many would think the meaning of efficiency and effectiveness are similar terms for describing the performance of a business process.
If so, think again, since whatever the type of process you really need both types of measures when identifying the most suitable goals and measures to assess your marketing or business effectiveness. It's fine to say the difference doesn't matter especially, but I think that understanding the difference helps you create a better set of measures!
I hope to show why the difference is important in this article where I'll give a brief definition of each and show examples of efficiency and effectiveness measures applied to digital marketing.
Definition of efficiency
The simple, often used, definition of efficiency is ("doing the thing right").
We need this measure for marketing activities and business processes since it helps us see when…
Our review of backlink analysis software tools and web services
Link analysis has always been an integral part to search marketing efforts. As with all marketing, you need to benchmark where you are and what your competitors are doing in order to put the right work in place and also to track performance. Within the last two years this process has become easier with a wider range of tools now available to aid you.
Search specialists will definitely know all of these and many more, but this list is aimed more at client-side marketers who want to benchmark their link quality against competitors, review SEO agency performance and spot opportunities for partnering with other sites, for example blogger outreach.
July 2012 updates: Added a sixth tool - Bing Webmaster Tools and the SEOGadjet analysis.
Comparison of data quality of backlink analysis tools
Added references to this excellent review of …
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.
Doubleclick (the display advertising arm of Google) are the best source for this data globally, but unfortunately, they don't update their data often. Check the Doubleclick Ad Research Page for the latest. They used to publish a quarterly benchmark which they don't any longer, but in May 2013 introduced the Display Benchmarking tool as part of Think Insights. As this example shows, you can select by country, sector and ad…
The top 10 free sources for UK, European, US, Asian and Global 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.
For Expert members, we compile a regularly updated set of usage statistics to use in presentations.
Recommended Guide: Online usage statistics compilation
Our "one stop" download includes the latest stats to include in presentations to make the case for digital investment.
Download our Online marketing statistics compilation.
If you're compiling your own stats, which are the best, most reliable free and paid sources? Everyone has their favourites, but I thought it would be useful to…