A data management platform (DMP) is aimed at storage and analysis of audiences to support better targeting of audiences with relevant propositions from brands via ads and personalized content. They are typically used by...
Dave ChaffeyDigital marketing
The aim of digital marketing is simple, to support Marketing aims and activities. So, in Digital Marketing, Strategy, Implementation and Practice, we simply define digital marketing as: “Achieving...
Marketing (general term)
I like the UK’s Chartered Institute of Marketing definition of Marketing for its simplicity and focus on the customer. It highlights the need for research to identify customer needs and interests and to check that...
5S goals of digital marketing
The 5S of digital marketing are a simple framework to review and define the top-level goals of digital marketing in an organisation. They were defined by PR Smith in Chaffey, D. and Smith, P.R. (2017) Digital Marketing...
Conversation or Conversational marketing
Conversation marketing is a broad concept covering different forms of dialogue between a brand and its prospects and customers as part of the sales and customer service process. The term is increasingly used since many...
Social media for customer lifecycle marketing
Social media marketing through Social network sites (SNS) gives some of the most powerful digital marketing channels since they can be applied through the customer lifecycle with these aims: Reach: Organic and paid...
Real-time digital marketing
Real-time marketing Gartner identified real-time marketing as one of its latest hype cycle trends. They define it as follows: “Real-time marketing describes an organization’s ability to interpret and respond...
Personification in marketing
Personification has been promoted by industry analyst Gartner since 1995 as an approach where improved relevance can be delivered by providing segment-based communications. This is distinct from 1:1 communications based...
Competitor benchmarking for digital marketing – tools for different channels
Online competitor benchmarking is a structured analysis of the online services, capabilities and performance of an organisation within the areas of customer acquisition, conversion, retention and growth. Quantitative...
Brand tone-of-voice
Elements and examples of tone-of-voice guidelines Defining a common tone-of-voice for a company or brand to communicate with its audience is useful for all types of business since it affects the perception of the...
Customer onboarding
As a business term, ‘Onboarding’ was originally mainly used to describe the employee induction processes for welcoming a new starter to a company in order to ‘get them up to speed’ with the business. Today, it is widely...
Post-purchase dissonance
More commonly known as Buyers’ remorse, this is when there is a feeling of regret after a purchase. It tends to be more pronounced after purchasing significant, expensive items which can’t be readily...
Martech stack
A marketing technology stack is the combination of different software services or tools used to run all marketing operations including customer acquisition, conversion, retention, team communications, and to deliver...
Marketing Technology
Martech investment and categories Marketing Technology or Martech describes the many software services used today to manage marketing (and sales) operations and processes and harness the insight available from the...
Machine learning for marketing
Machine learning is one of the main Applications of artificial intelligence to marketing. It can be defined as: “Creating and applying predictive models and algorithms with the ability to learn without being...
Artificial Intelligence for marketing
15 marketing applications of Artificial Intelligence across the RACE marketing model Artificial Intelligence is a term for a wide range of software and services which perform tasks previously requiring human analysis...
Website heatmapping
3 tools for creating website heatmaps There are really useful tools available that record the location of clicks and mouse movements using Javascript. These are great for showing the popularity of different navigation...
Landing page
A landing page is any entrance page to a website where a visitor arrives after they click on an ad or other form of link from a referring site or an offline campaign. It can be a home page but is often a page deeper...
Content distribution
Content marketing is two words right? Yet generally, I see that most time content marketing focuses on creating content, not marketing it. This begs the question, was it worth spending so much time creating content if...
10X Content
The 10X concept created by Rand Fishkin when at Moz to help businesses compete for competitive SEO keywords. To see examples, see Rand’s 119 Examples of 10X Content. His criteria are: Criteria for 10X Content:...
Skyscraper content
The Skyscraper technique popularized by Bryan Dean involves finding and trying to emulate successful content (typically from the top search results on Google targeting a keyword, but also based on social popularity) You...
Cornerstone content
Brian Clark of Copyblogger describes Cornerstone Content as: A cornerstone is something that is basic, essential, indispensable, and the chief foundation upon which something is constructed or developed. It’s what...
Content syndication
Syndication is an established content marketing technique that has been used in the news and magazine industries for years. It involves finding new outlets or placements for the original content piece or can involve...
Evergreen content
Much content that is created is a waste of time as this response to a question from Bill Slawski about ineffective SEO shows. Heavy investment in blog articles that generate little to no revenue or brand stickiness...
Content curation
Content curation involves creating new content from existing content, it is a form of content repurposing. A popular approach is to create a blog post, article or infographic from other sources. The process of curation...
