Dave Chaffey
The 5S of digital marketing are a simple framework to review and define the top-level goals of digital marketing in an organisation. They were defined by PR Smith in Chaffey, D. and Smith, P.R. (2017) Digital Marketing...
Helping marketing professionals and students learn the power of integrated digital marketing since 1997
Learn about digital marketing models and create digital marketing plans using the templates we've created on Smart Insights.
Digital marketing trends articles
Book support
To support lecturers and students using my textbooks I've created book support pages on Smart Insights covering recommended books, videos, lecturer resources and slides.
Digital marketing glossary
Conversation / Conversational marketing
Conversation marketing is a broad concept covering different forms of dialogue between a brand and its prospects and customers as part of the sales and customer service process. The term is increasingly used since many...
Social media for customer lifecycle marketing
Social media are one of the most powerful digital marketing channels since they can be applied through the customer lifecycle with these aims: Reach: Organic and paid social updates to create awareness including through...
Real-time digital marketing
Real-time marketing Gartner identified real-time marketing as one of its latest hype cycle trends. They define it as follows: “Real-time marketing describes an organization’s ability to interpret and respond...
Personification in marketing
Personification has been promoted by industry analyst Gartner since 1995 as an approach where improved relevance can be delivered by providing segment-based communications. This is distinct from 1:1 communications based...
Competitor benchmarking for digital marketing
Online competitor benchmarking is a structured analysis of the online services, capabilities and performance of an organisation within the areas of customer acquisition, conversion, retention and growth. Quantitative...
