Dr Dave Chaffey : Digital Insights
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Latest posts
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The latest digital marketing trends – 2026
Dave’s summary of the digital marketing trends for 2026 Each year I create a summary of the latest trends. Here are the top digital marketing trends for 2026 on my Smart Insights site. It covers the new techniques and opportunities to look forward to in the year ahead. ✨ 🔮 📈 🚀…
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Activity: Introducing the options for using Generative AI tools to support digital marketing
This activity, which will be in the next edition of Digital Marketing: Strategy and Implementation, is aimed at encouraging critical thinking amongst students and marketers when using AI tools given that many are now using these tools for marketing as evidenced by this research…
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Digital marketing: a simple explanation – the six pillars of effective digital marketing
A video explainer of the six key types of digital marketing investments How do you simplify the what, why and how for digital marketing when the details matter? To be successful in online marketing you need mastery of the details to compete across the main digital platforms that…
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Using ChatGPT for marketing
I’ve been advising on digital marketing and new innovations for over 25 years, so you can become cynical about new innovations no matter how much you like the subject. Many innovations simply aren’t going to make a difference. But I feel differently about ChatGPT, am genuinely…
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The best Android and iOS mobile apps for blind and partially sighted people 2022
In my voluntary work for AbilityNet in the UK, I’m often involved in helping people whose sight has just deteriorated and want to know what smartphone apps can help them. I also help blind people who are just starting to use a mobile phone or switching to a new model. Through…
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Set up Voice Control, VoiceOver and Siri on an iPhone for blind and visually impaired users
A complete guide to all of the main voice control and screen reading options for iPhone and iPad users Who is this post for? The aim of this post is to explain to sighted people how to set up different forms of voice control and screen readers on Apple iPhones for friends or…
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What is digital marketing?
Introducing the 7Ds of managing digital marketing To understand how best to manage digital marketing in a business, it’s useful to scope out what digital marketing involves; which activities are required and how they relate to other marketing activities. I’ve found that without…
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10 recommended situation analysis tools and insights sources for digital marketing planning
Chapter 2, Table 2.1 in Digital Marketing: Strategy, Planning and Implementation lists a selection of free and paid-for services that can be used for online marketplace analysis. I’ve provided them here for convenience for readers. The first 6 sources mainly give primary data…
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Burger King Brazil Augmented Reality digital campaign example
The RACE marketing model can be used as a framework to consider the goals of both integrated digital marketing strategies and shorter-term campaigns as shown by this digital marketing campaign example featured in Chapter 1 of Digital Marketing Strategy: Implementation and…
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Using GOST for digital marketing planning and management
As you may know, I’ve been involved in educating about digital marketing for a long while and have enjoyed sharing the popular marketing models and frameworks which help marketers plan. It’s been nice to get kudos for this as I’ve helped people plan their way out of chaos… For…
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Media incrementality testing
Given the vast range of digital media options available from Facebook, Google, LinkedIn and publisher programmatic platforms it’s really important to be able to assess your ROI for different types of channels and ad formats. Digital media attribution is commonly used to assess…
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How do I integrate the SOSTAC® and RACE frameworks?
PR Smith’s SOSTAC® Planning framework and the Smart Insights RACE digital marketing plan model have become popular ways to create marketing and digital marketing communications plans and strategies. I’m often asked by Smart Insights members how best to integrate them. It’s a…
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Case studies of digital marketing strategies and campaigns
Case studies of success in digital marketing are useful for illustrating the power of digital marketing and the latest techniques. The most useful examples provide details of the challenges, techniques used and the results. I aim to show these specific examples here which I will…
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Retail e-commerce online value proposition case study : SportShoes.com
SportsShoes.com gives a good example of a company that has created a compelling Online Value Proposition (OVP) evident from its website. Company background The company was founded by professional footballer Bruce Bannister in 1982 – the first sports store of its kind providing…
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Digital marketplace mapping and ad Insights tools
These services help with online marketplace mapping and online competitor benchmarking. The first group use panels based on toolbar usage, so maybe less representative than other solutions with a wider sample. They provide comparisons of website traffic and traffic referral…
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5 marketing task and project management tools
In our WNIM podcast we covered these commonly used tools for listeners to check out to review their approach for team collaboration in episode 3. Asana.com – best for more complex projects with task hierarchy Basecamp.com – best for reviewing project creative and simple team…
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10 techniques to develop creativity in your content marketing
I think that part of the appeal of Content marketing is that it’s deceptively simple. Simply create a content marketing hub as shown in the explainer that Dan Bosomworth and I created in 2012 and then fuel it with quality content, share the content and watch the visits, shares,…
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Innovating Digital marketing 2020 – key trends from the latest Gartner hype cycle
Five key opportunities to review to innovate your marketing Reviewing the latest trends in digital marketing for the year ahead is always useful to help identify new marketing techniques which will give you an edge in the year ahead. Plus it’s interesting to see what’s new and…
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The Perfect Martech stack?
Today, Marketing Technology (Martech for short) presents a bewildering choice of software services for businesses looking to improve their management of digital media, experiences and supporting data. If your business and your agencies adopt the right blend of Martech, it can…
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The Perfect Digital Marketing dashboard?
In a previous article in this series, I explained the key elements needed to create the ‘perfect’ digital marketing plan. Within this, a digital marketing dashboard is an important foundation of a data-driven approach since this helps to keep your strategy on track by regularly…