Dave Chaffey
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...
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
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...
