Dr. Dave Chaffey, author of Digital Marketing: Strategy, Implementation and Practice explains a process to achieve success and overcome external pressures by focusing on the 18 most important digital marketing techniques

Simply put digital marketing, also called online marketing, is the application of digital media, data, and technology integrated with traditional marketing communications to achieve marketing objectives. Within this broad definition, there are many vital digital marketing tactics that we will introduce and explain in this article. We will cover: What is digital marketing? 18 key types of digital marketing techniques across 6 media channel How to achieve the business benefits of digital marketing using the 5Ss Key marketing communications concepts for digital marketing A strategic approach to digital marketing For businesses to compete effectively today, it’s essential that they use digital marketing to support their business and marketing strategies. Each one of us now spends several…

From SMART to SMARTER marketing objectives: Discover how to define marketing objectives, measure your digital marketing goals, and use data to inform your marketing strategy

When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is used to assess the suitability of objectives set to drive different strategies or the improvement of the full range of business processes. By definition, an effective SMART marketing objective is: Specific, measurable, actionable, relevant, and time-bound. One of the main reasons we called our site and service SMART Insights is because we help marketers succeed through using a more structured approach to their marketing strategy and planning. If you're looking to transform your approach to digital data, media, and customer experiences, why not use the Smart Insights RACE Framework? Identify your problems, and discuss solutions that work for your business. …

With the ever-rising importance of social media and online PR, marketers are rapidly adapting their methods of budgeting, reporting, and investing in paid, owned and earned media to reach and engage their customers

Investment in media is frequently grouped into the 3 media 'buckets' of earned, shared and paid which each give opportunities to influence customers. None of these media types are new, but what is new is the increasing prominence given to owned and earned media while paid media has always dominated in the past. It’s a positive move since it poses questions about how best to measure the returns from social media and set the investment at the right level. In a climate of global inflation and marketing budget cuts, businesses need to reevaluate the value of earned media in particular within their social strategy for meeting their objectives at a…

This tube map is a great way to summarise online marketing options to non-digital specialists or to check your digital media knowledge for skills gaps

You will know from our digital media infographics and success maps that we're big fans of using visuals to help simplify the understanding of the many opportunities in digital media. Here's a visual representation of online media options we wish we had thought of! It's from our friends over at agency Hallam Internet and needs no further explanation.

The 2020 digital marketing map

You can get a higher resolution version of the visual from Hallam Internet.

The 2013 digital marketing map

I originally shared this infographic back in 2013 and since then a lot has happened as digital platforms have developed. I'm prompted to update it since Susan Hallam…

What is the difference and does it matter?!

Before Digital marketing became the de-facto term, I've been asked this question a lot across the years... does the difference in scope between these terms matter? So, as we enter 2017, I thought it's time for another quick look. Here is the latest comparison from Google Trends between 2004 to end 2016. You can explore the trends on this embed from Google. trends.embed.renderExploreWidget("TIMESERIES", {"comparisonItem":[{"keyword":"Internet marketing","geo":"","time":"all"},{"keyword":"Emarketing","geo":"","time":"all"},{"keyword":"Digital marketing","geo":"","time":"all"}],"category":0,"property":""}, {"exploreQuery":"date=all&q=Internet%20marketing,Emarketing,Digital%20marketing&hl=en-US"}); Does the difference in these terms and their definitions matter? No, of course not, it's semantics! But it is interesting to see how the scope of Internet marketing vs Digital marketing has changed over time. In my books, when discussing alternative definitions, I explain that, no it doesn't really matter, but the scope and responsibility is important to make the most of managing the opportunities. So…