Dave Chaffey
The Direct-to-customer (D2C) model is enabled by digital disruption. It involves brands communicating their proposition and, in some cases delivering their services, direct to customers via digital media channels such...
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 listening and social media monitoring (SMM)
Social media intelligence processes for reviewing brand mentions, market keywords and sentiment for a business and its competitors in social media and online publishers. Services include: Talkwalker (includes free...
Using social proof in digital marketing
6 types of social proof that can be tested to improve conversion Social proof is referenced more as a persuasion marketing technique since Robert Cialdini referenced it in the most recent edition of book: Influence, the...
A/B Testing, Split testing and Hold-out testing
A/B or AB testing refers to testing two different versions of a page or a page element such as a heading, image or button. The alternatives are served alternately with the visitors to the page randomly split between the...
Lead scoring and grading
Lead scoring and lead grading are data-driven marketing techniques often used for high-value B2B marketing services that assess a person’s profile and behaviour to determine whether they have potential to become a...
Blockchain marketing applications
Blockchain technology is an example of how it can be difficult to assess the relevance of a major technology innovation. Blockchain technology definition: A distributed ledger comprising batches of encrypted transaction...
