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Digital marketing best practices

Author's avatar By Dave Chaffey 06 Sep, 2012
Essential Essential topic

What are the common best practices, are best practices always best?

I was honoured to be asked to give this presentation for Manchester Manchester Metropolitan University Business School to launch the new Faculty of Business and Law, a stunning new £75 million teaching and research headquarters and business hub.

An updated, shorter version of the Manchester Business school deck was also presented to students and professionals at Leeds Metropolitan University and to an IDM Network evening in September 2012 which is included at the end of this post.

Leeds Metropolitan University presentation - November 2012

Manchester presentation - September 2012

We're often told to follow "best practices" in our digital marketing. In the talk I explore the value of this and some of the problems. How do we know what is best practice? Where do they arise from? Does following the accepted wisdom mean we're missing opportunities?

I used the Smart Insights PRACE framework of digital marketing best practices to review some of the most common best practices used across digital marketing in 2012 from strategy to execution for desktop and mobile websites, search marketing, social media and messaging. I also looked at the dangers of following best practices and how you can follow marketing approaches that work best for you. Best practices don't work so well for new technologies, for these Dave will suggest digital marketing trends consider for 2013.

IDM best practices presentation

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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