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...
Marketing models and frameworks
Dave ChaffeyFreemium 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...
