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...
Dave ChaffeyE-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...
Digital transformation plan
A digital transformation plan defines a long-term roadmap for changes to business and communications models, resources, structure and process to enable an organization to compete through digital marketing. I developed...
Digital marketing strategy
A digital marketing strategy defines the focus of digital marketing efforts to improve the contribution digital makes to an organization. Usually defined in a digital marketing plan and should include how digital...
Digital competence review
I use digital competence review to refer to assessing staff digital competences, i.e. their knowledge and skills of managing digital marketing. This contrasts with a digital capability audit where the characteristics of...
Digital marketing plan structure
A digital marketing plan is typically an annual plan defining improvements to digital marketing, usually including a digital marketing strategy. It can also be related to a longer digital transformation plan. The guides...
