A digital marketing audit is an evaluation of the contribution and effectiveness of digital marketing for a business. It should include assessment of these factors with the analyst answering these questions...
Dave ChaffeyMarketing plan
A marketing plan defines how a business will compete within its chosen market through its marketing strategy. The marketing plan should be aligned with and should support the business plan. The key element of marketing...
Digitalisation
IT analyst Gartner defines Digitalisation as ‘The use of digital technologies to change a business model and provide new revenue and value-producing opportunities; it is the process of moving to a digital...
Digital strategy
According to my article defining digital strategy on Smart Insights, A digital strategy defines an organization’s priority initiatives for future investment in digital technology to make a business more competitive by...
Digital marketplace analysis and mapping
Digital marketplace analysis is a recommended activity during situation analysis to create a digital marketing strategy. It involves reviewing customer journeys for different B2B or B2C personas as they go through the...
Metaverses
Online worlds where people can game, work and communicate in a virtual environment, typically supported by VR headsets, chat and video. This term came to prominence for me and many when Mark Zuckerberg of Facebook...
Direct to customer business model
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...
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...
Digital Minimalism
Digital minimalism is a concept popularized by Cal Newport, a computer science professor at Georgetown University in his book: Digital Minimalism: Choosing a Focusing Life in a Noisy World. He defines is as: “A...
Share of Search / Share of Searches
Share of Search is a useful measure for reviewing the effectiveness of both organic and paid search marketing. It is particularly critical to competitiveness for businesses in sectors where there are high-involvement...
Digital media channels
Online communications techniques using paid, owned and earned media to achieve goals of brand awareness, familiarity, favourability and to influence purchase intent by encouraging users of digital media to visit a...
Digital media
A simple definition is used in the Digital Marketing: Strategy, Implementation and Practice text: “Communications and interactive services based on digital content accessible through different technology platforms...
Persuasion in digital marketing
Persuasion in digital marketing refers to consciously using website or mobile app design elements such as layout, copy and typography together with promotional messages to encourage site users to follow particular paths...
Evaluating the micro-environment for digital marketing plans
The micro-environment should be reviewed along with the macro-environment as part of the situation analysis stage of digital marketing planning to inform strategies and tactics. The main factors to consider which are...
Using PEST vs PESTLE vs SLEPT for digital marketing plans
These acronyms are used as a framework for supporting marketing planning by reviewing the opportunities and threats of the broader macro-environment of a business. I’ve never been a fan of the amount of attention...
Using GOST for marketing planning
GOST is a simple marketing planning framework used to create corporate marketing plans. GOST defines a hierarchy for Goals > Objectives > Strategies > Tactics which helps tackle the problem of creating a plan...
Email welcome or nurture sequence
One of the benefits of email marketing automation is that marketers can create event-triggered emails to connect with new subscribers. A welcome email can be sent to new subscribers, who may have signed up to receive a...
90-day marketing plans
The power of using 90-day planning for digital marketing is that it gives you focus on a 90-day period to implement strategic initiatives identified in your annual plan within a more manageable, realistic period than 30...
Core Web Vitals
This jargon was introduced by Google in 2020 to provide businesses with a set of KPIs they could use to measure user experience focusing on aspects of web usability such as load time, interactivity, and the stability of...
Performance marketing and affiliate marketing
Performance marketing has never entered the mainstream of marketing terms since it’s most relevant to some sectors only. Traditionally, it refers to driving traffic and retail sales through lead or sales-based...
Continuous deployment for digital services
This article from Facebook engineers defines their continuous deployment process as : “Continuous deployment is the software engineering practice of deploying many small incremental software updates into...
