Dave Chaffey
The aim of an email contact or communications strategy is create a plan for how you will communicate with prospects and customers to maximize audience engagement and support your marketing goals. Typically it combines...
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
Email segmentation and targeting options
Segmentation and targeting for email marketing is aimed at boosting response by sending more customized messages and offers to specific groups rather than sending the same message to everyone on the list. Six email...
Search gap analysis
A benchmarking activity to review the effectiveness of search marketing. It involves comparing volume of search intent for different grouped keywords (How many people are searching) and then comparing this to the number...
Google See > Think > Do > Care model
When considering investments in both paid and organic search marketing, it’s always useful to start with your goals and review how you will measure whether achieved. It’s best if these goals are as specific as possible...
Edge Computing in Retail marketing
Edge computing in Retail Cloud computing has become ubiquitous over the past 10 to 15 years, but according to this article on Edge Computing in Retail, there a new recognition that investment in Edge computing is needed...
Real-time email personalization
There are are many systems offering to send emails with the option to personalize them based on the profile and behaviour of subscribers. Real-time personalization refers to a specialist category of specialist Email...
