Dave Chaffey
If you’re investing in paid media or forecasting your return on investment from digital advertising it’s essential to be able to compare your ad clickthrough rates to other averages. How is Ad clickthrough...
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
Organic vs paid social media reach
The days of getting substantial organic reach on social networks are long gone. Research by UK-based social media analytics tracking company Locowise reported that across Facebook brand accounts it monitored typical...
Dark social media
You may have heard this mysterious term which references social media that may not be correctly identified under the ‘Social’ Channel grouping shown in Google Analytics. Instead, they are grouped under ‘Direct’ traffic...
Social media optimization (SMO)
Search engine optimization for improving the impact of organic search and conversion rate optimization for web pages are well-established techniques. But the equivalent technique of Social Media Optimization has never...
Path to purchase research
The path to purchase is shorthand used by marketers to describe the customer journey or different touchpoints across the customer lifecycle. These touchpoints may include paid, owned and earned digital media. The...
N-Grams analysis for Search marketing
An n-gram is a phrase made of n-words: a 1-gram is a single word, a 2-gram is a phrase made of two words, and so on. Within search marketing, they are used to assess the number of instances of a keyword or keyphrase...
