Timeline for Facebook, Twitter, Instagram and Snapchat from 2004 to 2019 from UK Online Nation. Shows when new features were introduced and companies acquired.
Dave ChaffeySocial sign-on
Social sign-in or log-on is a Customer Identity and Access Management techniques enables website visitors or app users to sign-up or sign-in more rapidly to a website since they don’t need to enter their email...
Customer Identify and Access Management
Platforms to manage Social sign-on, security and profiling.
Social commerce
Social commerce is where online retail or offline purchases are facilitated through social networks. Marketing techniques include: Integrating buy-buttons into social feeds, particularly where products are featured...
SEO ranking factors
SEO ranking factors determine which website pages and content feature in the organic search results or SERPs (search engine results pages). Although it is often reported that there are hundreds of ranking factors such...
Expertise-Authority-Trust (EAT) Search Quality ratings
EAT is a key component in Google’s Search quality ratings. Google contracts over 10,000 search quality raters worldwide to evaluate its search results. Raters are given actual searches to conduct, drawn from real...
Email marketing
Exploring different types of email marketing In my book Total Email Marketing published in 2004 and 2008 I break out opportunities for email marketing into customer acquisition and retention. This breakdown still makes...
Predictive analytics for marketing
It’s exciting to see the many opportunities for applying predictive analytics from applying machine learning to historical customer interaction data. Previously predictive analytics has mainly been limited to Business...
Content marketing strategy
Since content marketing fuels all digital marketing activities I recommend that all businesses have a defined content strategy. The latest Content Marketing 2020 Research by the Content Marketing Institute shows that...
Content marketing
I see content marketing as one of the five key drivers of marketing as explained in this simple definition of digital marketing. It is the quality and type of content that is essential to the success of different...
Freemium business model
Freemium describes a digital business model where some services or content are provided free of charge while other content or more advanced features must be paid for. The aim of a freemium model is to encourage...
Add to cart conversion rate
Add to cart or ATC conversion rates are typically around double those of E-commerce conversion rate. They are calculated by dividing the number of add-to-cart event by the number of visitor sessions. There is less...
Conversion rate
Conversion rate is almost a self-explanatory term, but when benchmarking conversion, it’s important to consider the denominator. Are you dividing sales by number of unique visitors or visitor sessions? In Google...
Dynamic content insertion
This term is mainly used to refer to when an email is personalized to a group of people. Email personalization rules are defined to automatically tailor copy or creative of an email or newsletter based on the interests...
DMAIC for marketing
The DMAIC (Define-Measure-Analyse-Implement-Control) improvement model can usefully be applied to always-on marketing to give a more structured ‘test-learn-refine’ approach to support data-driven marketing...
Contact strategy
A contact strategy defines a sequence of messages that can be automatically sent using email marketing automation platforms. It supports lifecycle marketing communications. An email contact strategy defines: Triggering...
Lifecycle marketing
Lifecycle marketing is closely related to always-on marketing (AOM). It shares the same definition. A planned approach to scheduling and optimising continuous marketing activities which support customer acquisition and...
Email automation
Email automation is a powerful technique since it gives many opportunities to deliver more relevant, more persuasive, more responsive emails throughout the customer lifecycle. Email automation is now a standard feature...
Programmatic display advertising
Programmatic display involves “Using real-time technology to deliver the most relevant messages for advertisers to maximise awarenees and response from targeted consumers who are served display ads”...
Co-marketing or Partner marketing
Co-marketing or partner marketing is potentially a low-cost option for increasing reach, but it does require time to set up and maintain partnerships. It’s most suited to companies that already have a known brand...
Multichannel selling techniques
7 digitally mediated selling techniques that can boost conversion rate Despite the growth in importance in digital channels to inform buying decisions, there are many more complex, higher-value products for which human...
Website macro and micro-conversions
Macro and micro-conversions are terms popularized by Google digital marketing evangelist Avinash Kaushik. He uses this visual to explain that typically overall macro-conversion rates are low, typically around 2%...
Website design patterns
Design patterns are a really strong technique for creating more effective user experiences, but I don’t hear them discussed so much by marketers. I think this is a missed opportunity since identifying design...
Website personalization
You’ll know that Amazon’s personalization was some of first used on the web, but today, personalization is an option that is available to all types of business websites, although retailer personalization is still tends...
