Dave Chaffey
Earned media are communications where the press and the public share your content or discuss your brand using word-of-mouth. So earned media are also known as online public relations (PR). The use of earned media is one...
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
Account Based Marketing (ABM) using Digital Marketing
ITSMA, one of the originators of this technique relevant for B2B organizations defined ABM as “More than a sales or marketing approach; it is a collaborative strategy that engages sales, marketing, subject matter...
Digital marketing centre of Excellence (DCoE)
Creating a Digital Marketing Centre of Excellence is a useful technique to support digital transformation in larger organizations. It’s also commonly known as Digital Services Unit (DSU) The goal of a Digital CoE...
E-marketing Mix or Digital marketing mix
Marketers are familiar with the Marketing Mix of the 4Ps or 7Ps, which provides a great framework for reviewing tactics to offer products and services to a company. It’s a universal framework which can be usefully...
E-marketing strategy
Electronic marketing strategy or E-marketing strategy was commonly used between circa 2000 to 2010 to show a broader scope superseding Internet marketing strategy which mainly referred to web marketing and use of SEO to...
RACE marketing model
Why and how I developed the RACE marketing planning framework In the latest editions of my books on digital marketing and in our Smart Insights members resources, we feature the Smart Insights RACE planning framework...
