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...
Marketing models and frameworks
Dave ChaffeyMarketing tripwire
A marketing tripwire is aimed at converting interest in a product or service into a purchase by reducing perceived risk and cost, so encouraging someone to purchase more immediately. Tripwire offers are effective in...
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...
Customer journey map
A customer journey map shows the steps and touchpoints on the ‘path-to-purchase’ from when a customer first gains awareness of a product and service through to product comparison, selection and purchase...
Marketing Bullseye Framework
If you know me, you’ll know I’m a fan of marketing mindtools and models to help marketers create strategies or simply focus. The Bullseye framework featured in Gabriel Weinberg’s 2015 book Traction is...
Digital monetisation
Monetisation describes the different methods a website or mobile app may use for revenue generation. Ad-supported and E-commerce monetisation are the two most common and these may be combined with freemium business...
Digital business model
A digital business model is the method used to generate revenue from a website or mobile app. It is usually based on an ad revenue model – this companion post gives 10 options for digital monetistation – the...
Online revenue model for digital businesses
An online revenue model describes the method(s) of monetisation used for businesses to generate revenue online. It’s particularly relevant to publishers who may consider different forms of ad revenue. These first...
Path to purchase research
The path to purchase is shorthand used by marketers to describe the customer journey or different touchpoints across the customer lifecycle. These touchpoints may include paid, owned and earned digital media. The...
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...
Jobs to be done in Marketing (JTBD) methodology
Do you know JTBD? In my experience, it’s not well-known amongst marketers. Knowledge of it tends to be limited to marketers outside of market research and product management. However, I’m seeing people...
Freemium business model
Freemium describes a digital business model where some services or content are provided free of charge while other content or more advanced features must be paid for. The aim of a freemium model is to encourage...
DMAIC for marketing
The DMAIC (Define-Measure-Analyse-Implement-Control) improvement model can usefully be applied to always-on marketing to give a more structured ‘test-learn-refine’ approach to support data-driven marketing...
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...
Earned digital media
Earned media are communications where the press and the public share your content or discuss your brand using word-of-mouth. So earned media are also known as online public relations (PR). The use of earned media is one...
E-marketing Mix or Digital marketing mix
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...
Always-on marketing
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...
