Dave Chaffey
Given the importance of social media in shaping how brands are perceived and their future success, using social listening to monitor the interests and opinions of consumers is a common practice. However, in our...
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
Social media editorial calendar
A close relative of the content marketing editorial calendar, this is useful for businesses of all sizes with social media business pages on the main social media platforms from Facebook, Instagram, Google YouTube...
Ad frequency cap
Ad frequency refers to the number of times an ad is served to an individual. Research on ad frequency comparing traditional and online advertising shows that the more times an ad is served, the more likely it is for it...
Digital marketing goals
It’s important to have clarity on your goals for digital marketing as is the case with any business or marketing strategy. Whether you’re investing in digital media, digital experience, content, or marketing...
Customer journey map
A customer journey map shows the steps and touchpoints on the ‘path-to-purchase’ from when a customer first gains awareness of a product and service through to product comparison, selection and purchase...
Content mapping
Content mapping is a powerful technique to review and select the most relevant content to support a customers’ buyer journey. It can potentially be used for stages in a campaign also. The process is: Identify...
