Dave Chaffey.com blog

E-marketing is such a fast-moving area of marketing that I and my book co-authors work hard to keep our books up-to-date through regular updates to this blog for latest developments relating to each chapter and through regularly publishing new editions. In May 2008, the 3rd edition of E-marketing Excellence which I co-authored with PR Smith was published. To showcase the new content and the practical tips we have in the book we have provided a sample chapter on website design.

I attended the Marketing Optimisation Summit in London, May 2008. You can download my presentation on Online Retention Marketing Optimsation and read a brief writeup of the event including developments in Google Analytics and approaches for measuring customer satisfaction online.

This new initiative rightly got plenty of press since it is a paradigm shift within paid search marketing which should certainly increase usage and loyalty to Microsoft Live Search. Here is my brief analysis of the implications for you.

My exam tips are intended to help you use your time wisely in exams. They are based on good, well-planned exam papers students have completed which I have marked and the more common poorly-planned exam papers!

When, as marketers, we discuss personalised web communications everyone always talks about Amazon “Customers who bought X also bought Y”, yet this is old technology dating back 10+ years. Here is an update on the options from one of the leading providers.

The McKinsey 7S model or strategy framework summarised by Waterman et al. (1980) was developed by McKinsey consultants in the 1980s and it is often referenced when referring to managing change and strategy development in a business.

Advertising or marketing options on social networks are not strictly related to search engine marketing, but I have a post here since they are another another form of content network for which Pay Per Click options may be worth review for explicit inclusion or exclusion because of their usage.

Avinash Kaushik is well known to web analytics aficionados as Google's analytics evangelist, for his book "Web Analytics An Hour a Day" and his Occam's Razor Blog, but I think his insights can help anyone involved aiming to improve their results from their web business - hence this post 'web business optimisation'. So I was delighted that he agreed to this interview for "E-marketing Essentials". In a wide-ranging interview we cover everything from trends in analytics to practical tips to measure and improve online customer engagement and retention.

This research on blogging and other social media from Universal McCann, Comscore, Microsoft and other providers has statistics on amount of blogging worldwide and in Europe - also covers social media. These figures can help justify business case investment in Web 2.0 approaches. Updated April 2008.

The latest annual statistics on the UK Internet Advertising expenditure for full year 2007 were was published in April 2008. You can use this research on online advertising to benchmark your investment in online media with other organisations in the UK. Also find out the online advertising tactics which are most commonly used, but beware the methodology.

The implications of the inclusion of Universal search within Google search results is an important issue for search marketers. This data from Comscore shows that already Universal Search is surprisingly important.

My Category 5 reference is the Hurricane scale which officially runs up to 5... In a major policy change affecting brand name bidding, from 5th May Google will permit brand names to be used as triggering keywords. Use of trademarked terms in Ad text (creative) will not be permitted. Read on for the implications for advertisers.

A case study on Google business strategy and background on Google technology for readers of my Internet Marketing and E-commerce books. Also contains technical references on Google's approach to crawling, indexing and ranking results at the end of this case study page. Updated March 2008.

If you are based in the UK or Ireland, make sure you know about the category 5 alert all paid search marketers are talking about. Also check the figures that show how important Universal search has become. There is also a nice enhancement to Google Analytics this month that everyone will want to use. Added keyword search tutorial tips. Added Google User experience details

This tutorial is designed for those new to search engine marketing. It explains how to use the Google AdWords Keyword Tool and Traffic Estimator to identify keyphrases to target for Search Engine Optimisation (SEO) or keywords to include within an account for Pay Per Click marketing. Updated April 2008 to include new Google tips on using keyword tool for PPC.

Two mobile marketing case studies courtesy of the IDM. There is increased in interest in mobile marketing / m-commerce from attendees on my "Running Effective E-marketing campaigns course" and each mobile case study has specific mobile response rates results which show that consumers are increasingly responsive to mobile for trusted brands.

Success in SEO depends on creating content which is valuable to site visitors so that they will link to it or bookmark it. This tutorial introduces 3 tools for finding backlinks pointing from other sites to your sites. You can repeat this analysis for competitor sites and then identify similar sites you can ask to link to you.

This UK agency has good examples of Facebook apps used for marketing.

The Apple case study was published on April 2008. It focuses on how how Apple innovate and differentiate their business through the control of Steve Jobs. It doesn't cover online marketing approaches.

This Dell case study designed for business and marketing students details Dell's business and marketing strategy focusing on E-commerce. Describes approach to managing Dell.com. Updated March 2008.