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...
Consumer buyer behaviour
Dave Chaffey
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...
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...
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...
Omnichannel marketing
What is omnichannel marketing vs multichannel marketing? Omnichannel marketing is a useful way of higlighting today’s challenge of selecting and managing the many marketing channels that are available to...
Website user technographics
It’s useful to consider technographics when looking to improve the effectiveness of a website to suit the needs of users and to improve conversion for the business. Website technographics is a clunky word...
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...
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...
