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...
Marketing models and frameworks
Dave ChaffeyEarned 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...
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...
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...
