Dave Chaffey
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...
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
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...
Online Value Proposition (OVP)
Making your marketing more customer-centric using the 6Cs of digital marketing I have recommended creating an Online Value Proposition (OVP) in my books for many years. Today, it’s perhaps best called a digital...
Always-on marketing (AOM)
Are you investing sufficiently in ‘always-on’ marketing activities to compete through digital marketing? In the pre-digital era, marketing activities were planned in campaign ‘bursts’ around new product launches and...
Customer persona
5 types of personas to consider creating plus examples Personas are a great way to create more customer-centred communications which better engage audiences with communications, both on a website, and beyond. My brief...
