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Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing 6th edition [Kõva köide]

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(Independent Marketing Consultant, UK), (Independent Consultant, UK)
  • Formaat: Hardback, 638 pages, kõrgus x laius: 246x174 mm, kaal: 1600 g, 46 Tables, color; 140 Line drawings, color; 30 Halftones, color; 170 Illustrations, color
  • Ilmumisaeg: 22-Jul-2022
  • Kirjastus: Routledge
  • ISBN-10: 0367444011
  • ISBN-13: 9780367444013
Teised raamatud teemal:
Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing 6th editionSuurem pilt
  • Formaat: Hardback, 638 pages, kõrgus x laius: 246x174 mm, kaal: 1600 g, 46 Tables, color; 140 Line drawings, color; 30 Halftones, color; 170 Illustrations, color
  • Ilmumisaeg: 22-Jul-2022
  • Kirjastus: Routledge
  • ISBN-10: 0367444011
  • ISBN-13: 9780367444013
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9780367444013.html
Märksõnad:
Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide to creating and executing integrated digital marketing plans, combining established approaches to marketing planning with the creative use of new digital models and digital tools.

Written by two highly experienced digital marketing consultants, the book shows you how to:











Draw up an outline integrated digital marketing plan





Evaluate and apply digital marketing principles and models





Integrate online and offline communications





Implement customer-driven digital marketing as part of digital transformation





Reduce costly trial and error





Measure and enhance your digital marketing





Learn best practices for reaching and engaging your audiences using the key digital marketing platforms.

This new edition has been streamlined to seamlessly integrate the latest developments in digital analytics, ethics and privacy, Predictive Analytics, Machine Learning and Artificial Intelligence. Including new international case studies and up-to-date examples throughout, this book cuts through the jargon to show marketers how to leverage data and digital technologies to their advantage.

Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, 6th edition, provides a vital reference point for all digital marketing students, and managers involved in digital marketing strategy and implementation.

Online resources have been fully updated for the new edition and include a new set of PowerPoint slides and a full test bank of questions and exercises.

Arvustused

Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM.

Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK.

Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey & Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 6e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success.

Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK.

Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning.

Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland. Digital Marketing Excellence is a practical textbook for all marketing executives, managers and students who plan and implement digital campaigns. The book is engaging, practical, easy to follow and comprehensive and is highly recommended by the IDM.

Tracey Poulson, Director of Learning, Institute of Direct and Digital Marketing, UK.

Digital marketing has transformed the marketing arena. It offers opportunities for better target profiling and informed strategic decisions. Chaffey and Smith have supported that evolution from the start. Their book, Digital Marketing Excellence 6e, covers elements of how to turn data into information and information into insight - and insight is the fuel that drives digital marketing success.

Marialena Zinopoulou, CEO - The Digital Marketing Association - Analytics Lecturer - IoT Researcher, UK.

Our School of Marketing places an emphasis on analytics in our digital marketing education. In Digital Marketing Excellence, the leading edge examples demonstrate data driven decision making in practice. The SOSTAC® framework is an element that our students take from the classroom to the workplace and use as a systematic and comprehensive approach to digital marketing planning.

Etain Kidney, Programme Director, Digital Marketing, DIT, Ireland.

List of figures
xx
List of tables
xxv
About the authors xxvii
Preface to the sixth edition xxix
Acknowledgments xxxvii
1 Introduction to digital marketing
1(64)
1.1 Digital marketing in context
3(8)
Why does digital marketing demand dedicated resources and plans?
3(1)
The most exciting time to work in marketing?
4(1)
Post-COVID marketing
5(1)
Accelerated change
6(2)
The connected world
8(1)
Disruptive business models
8(1)
Changing power shifts from government to tech giants?
9(1)
Section 1.1 summary
10(1)
1.2 Purpose-driven marketing
11(7)
Purpose-driven businesses win
13(1)
The emergence of stakeholder capitalism and stakeholder marketing
13(3)
Volvo share safety belt patent with competitors
16(1)
Relentlessly relevant brands
16(1)
Responsible AI
17(1)
Section 1.2 summary
18(1)
1.3 Insights-driven marketing
18(5)
Data is the new oil
19(1)
The virtuous circle of insights-driven marketing
20(3)
Do marketers have the skills?
23(1)
Section 1.3 summary
23(1)
1.4 Digital marketing definitions and essential concepts
23(18)
Digital marketing and e-commerce definitions
23(1)
Intermediary and markets definitions
24(2)
Influencer marketing definitions
26(2)
Essential digital marketing concepts
28(3)
Inbound marketing
31(1)
Permission marketing
32(1)
POEM - paid, owned and earned media
32(1)
Content marketing including TOFU, MOFU AND BOFU
32(2)
Conversational marketing
34(2)
Marketing automation
36(2)
Digital transformation
38(2)
Post-digital world
40(1)
Section 1.4 summary
40(1)
1.5 SOSTAC® planning methodology
41(19)
Situation analysis
42(1)
Assessing your marketplace
43(1)
Sloppy digital marketing
43(2)
Digital marketing objectives: PR Smith's 5Ss
45(3)
Objective: SELL online
48(1)
Selling what to whom
49(1)
Objective: SERVE -- customer-service online
50(2)
Objective: SPEAK -- online communications tools
52(2)
Objective: SAVE -- online cost reduction
54(2)
Objective: SIZZLE -- adding some magic
56(2)
Section 1.5 summary
58(1)
Digital marketing strategy and objectives
59(1)
Section 1.6 summary
60(1)
1.6
Chapter summary
60(1)
1.7 References
61(2)
1.8 Weblinks
63(1)
1.8 Self-test
63(2)
2 Digital customers
65(74)
2.1 Introduction to digital customers
67(9)
Consumers value privacy and trust
70(2)
Ideal customers
72(2)
Engaged customers = customer engagement
74(2)
Section 2.1 summary
76(1)
2.2 Motivations
76(8)
Facebook, cavemen, clever networkers, herds or individuals?
78(1)
Why do customers go online, and do you meet their expectations?
78(2)
B2B customers have emotional motivations too
80(1)
Responding to customer motivations
81(2)
Section 2.2 summary
83(1)
2.3 Expectations
84(5)
What are the online expectations?
84(5)
Section 2.3 summary
89(1)
Expectations
89(1)
2.4 Fears and phobias
89(6)
What are the fears and phobias?
89(3)
Privacy
92(1)
Digital minimalism
93(2)
Section 2.4 summary
95(1)
Fears and phobias
95(1)
2.5 Online information processing
95(6)
Information processing is changing
96(1)
The shift towards visual
96(4)
Processing graphic images
100(1)
Section 2.5 summary
101(1)
Online information processing
101(1)
2.6 The online buying process
101(6)
Section 2.6 summary
107(1)
2.7 Online relationships and loyally
107(5)
Developing loyalty
109(3)
Section 2.7 summary
112(1)
2.8 Communities and social networks
112(4)
Community and social network building strategies
113(2)
Section 2.8 summary
115(1)
2.9 Customer profiles
116(6)
Profiling B2C customers
116(5)
New DMU member -- bots?
121(1)
Section 2.9 summary
122(1)
2.10 Researching the online customer
122(6)
Section 2.10 summary
127(1)
Researching the online customer
127(1)
2.11 Personas
128(5)
What information/insights should a persona contain?
129(3)
Section 2.11 summary
132(1)
2.12
Chapter summary
133(1)
2.13 References
133(3)
2.14 Weblinks
136(1)
2.15 Self-test
137(2)
3 Digital models
139(47)
3.1 Introduction to digital models
141(1)
Section 3.1 summary
142(1)
3.2 Online revenue models
142(4)
Assessing the best form of revenue model
144(2)
Section 3.2 summary
146(1)
3.3 Digital intermediary models
146(4)
The long tail marketplace model (Zipf's Law)
148(2)
Section 3.3 summary
150(1)
3.4 Attribution models
150(6)
Section 3.4 summary
155(1)
3.5 Communications models
156(4)
Section 3.5 summary
159(1)
3.6 Customer information processing models
160(1)
Section 3.6 summary
161(1)
3.7 Customer buying process models
161(5)
High-involvement purchases
161(2)
Everything changes -- including customer buying process models
163(1)
Low-involvement purchases
163(2)
Section 3.7 summary
165(1)
3.8 Loyally models
166(3)
Achieving customer advocacy and net promoter score
168(1)
Digital marketing checklist -- influencing and managing advocacy online
168(1)
Section 3.8 summary
169(1)
3.9 Social media models
169(1)
Metcalfe's law proves the power of community
170(1)
Section 3.9 summary
170(1)
3.10 Social business models and the Ladder of Engagement
170(5)
Customer engagement creates stronger brands and more advocates
171(1)
Identifying engaged customers is important
171(4)
3.11 Marketing technology
175(5)
Simplifying the bewildering choice of marketing technology with MarTech stacks
175(4)
The return on MarTech investment
179(1)
Using customer data platforms to integrate data
180(1)
Section 3.11 summary
180(1)
3.12 The endless journey -- digital capability maturity models
180(1)
Section 3.12 summary
181(1)
3.13
Chapter summary
181(2)
3.14 References
183(2)
3.15 Weblinks
185(1)
3.16 Self-test
185(1)
4 Content marketing
186(37)
4.1 Introduction
187(3)
Section 4.1 summary
190(1)
4.2 What is the scope of a content marketing strategy!
190(6)
Do you have a content hub?
193(2)
Section 4.2 summary
195(1)
4.3 Setting objectives and making the case for investment in content marketing
196(1)
Challenges of content marketing
196(1)
Section 4.3 summary
197(1)
4.4 Creating a content marketing strategy
197(4)
Structuring your content marketing plan
199(2)
Section 4.4 summary
201(1)
4.5 Complete a content audit
201(2)
Section 4.5 summary
203(1)
4.6 Ideation for content marketing
203(4)
Selecting types and formats of content
205(2)
Section 4.6 summary
207(1)
4.7 Implement your content marketing strategy
207(5)
Planning your editorial calendar
208(1)
Selecting content or editorial themes for social media posting
209(2)
Section 4.7 summary
211(1)
4.8 Content distribution including influencer marketing
212(3)
Using influencer marketing to support content marketing
212(3)
Keeping your influencer marketing legal
215(1)
Section 4.8 summary
215(1)
4.9 Review and optimize content marketing ROI
215(4)
Measuring the effectiveness of individual content assets
216(3)
Section 4.9 summary
219(1)
4.10
Chapter summary
219(1)
4.11 References
220(1)
4.12 Weblinks
221(1)
4.13 Self-test
221(2)
5 Create integrated campaigns
223(50)
5.1 Introduction
224(10)
Types of campaigns
224(2)
What makes campaigns effective?
226(2)
Why plan?
228(1)
Why is it important?
228(1)
Structuring campaigns
228(6)
Section 5.1 summary
234(1)
5.2 Situation -- target audience and competitive marketplace
234(4)
Section 5.2 summary
238(1)
5.3 Objectives -- set campaign goals
238(12)
Setting SMART VQVC objectives for goals and tracking
240(3)
Bounce rate
243(2)
Allowable cost-per-acquisition
245(2)
Campaigning activities
247(1)
The Cycle 21 campaign plan
247(2)
Forecasting
249(1)
Section 5.3 summary
249(1)
5.4 Campaign tracking codes and review in Google Analytics
250(4)
Google Tag Manager
253(1)
Section 5.4 summary
254(1)
5.5 Campaign value proposition or offer and big idea
254(4)
Direct response offers
256(1)
Defining T & Cs (terms and conditions)
256(1)
The campaign "Big Idea"
257(1)
Section 5.5 summary
258(1)
5.6 Defining a message hierarchy
258(3)
Combining features and benefits
260(1)
Section 5.6 summary
261(1)
5.7 Plan media
261(4)
Planning media activities through time
265(1)
Section 5.7 summary
265(1)
5.8 Campaign implementation
265(2)
Section 5.8 summary
267(1)
5.9 Post-campaign performance review
267(3)
Actual performance against forecast
267(3)
5.10
Chapter summary
270(1)
5.11 References
270(2)
5.12 Weblinks
272(1)
5.13 Self-test
272(1)
6 Social media marketing
273(53)
6.1 Introduction to social media marketing
275(8)
What is social media marketing?
275(6)
Campaigns against social media
281(1)
Lack of trust
281(1)
Resource intensive engagement
281(1)
Lack of control
281(2)
Section 6.1 summary
283(1)
6.2 Social media mistakes
283(4)
Section 6.2 summary
287(1)
6.3 Social media plan and social media strategy
287(12)
Control: how do we know we are getting there?
295(4)
Section 6.3 summary
299(1)
6.4 Benchmarking and social media audits
299(4)
Reach and influence KPIs
299(2)
Social media audits
301(1)
Section 6.4 summary
302(1)
6.5 Social listening and reputation management
303(5)
Three types of listening
303(5)
Section 6.5 summary
308(1)
6.6 Content marketing audit
308(3)
Section 6.6 summary
311(1)
6.7 Social media optimization (SMO)
311(6)
What is social media optimization?
311(1)
Social objects
311(1)
Social media optimization steps
311(4)
Make your content shareable
315(1)
How can you increase sharing and social referral traffic?
315(2)
Section 6.7 summary
317(1)
6.8 Social media manifesto
317(3)
Social media manifesto by Jeff Frick
317(3)
6.9
Chapter summary
320(2)
6.9.1 Social media marketing
320(1)
6.9.2 Social media mistakes
320(1)
6.9.3 Social media planning
321(1)
6.9.4 Benchmarking and social media audits
321(1)
6.9.5 Social listening and online reputation management
321(1)
6.9.6 Content marketing and engagement
321(1)
6.9.7 SMO
321(1)
6.10 References
322(1)
6.11 Weblinks
323(1)
6.12 Self test
324(2)
7 Digital communications
326(64)
7.1 Introduction
328(3)
Section 7.1 summary
330(1)
7.2 Search engine marketing: SEM
331(15)
How are the search engine results pages produced?
332(2)
Site submission and sitemaps
334(1)
Keyphrase analysis
334(3)
Improving search engine ranking through SEO
337(1)
On-page optimization
338(2)
Link-building or backlinking
340(5)
User behaviour and user experience
345(1)
Section 7.2 summary
346(1)
7.3 Paid or pay per click search marketing
346(8)
Managing pay per click
350(3)
Section 7.3 summary
353(1)
7.4 Display advertising
354(12)
Types of banners
354(1)
Native advertising
354(1)
Contextual advertising and behavioural targeting
355(1)
Programmatic display ads
356(1)
How programmatic ads work
356(1)
Ad exchanges
357(1)
Programmatic ads advantages
357(1)
Add layered data
358(1)
Location-based ad variations
358(5)
Campaign automation
363(1)
Retargeting
363(1)
How does retargeting work?
363(1)
Retargeting = stalking?
364(1)
Retargeting to visitors who leave your site ("funnel exiters")
364(1)
Retargeting to visitors interested in specific products
364(1)
Retargeting to customers to upsell
365(1)
Retargeting to customers to inform and retain
365(1)
Section 7.4 summary
365(1)
7.5 Online PR
366(6)
Creating business blogs and feeds
369(3)
Section 7.5 summary
372(1)
Online PR
372(1)
7.6 Online partnerships
372(5)
Co-marketing
373(1)
Online sponsorship
373(1)
Affiliate marketing
374(2)
Different categories of affiliate site
376(1)
Section 7.6 summary
376(1)
7.7 Opt-in email
377(5)
Opt-in email options for customer acquisition
378(1)
Automating email communications
378(3)
Email marketing success factors
381(1)
Section 7.7 summary
382(1)
Opt-in email marketing
382(1)
7.8 Offline traffic building
382(4)
What are we communicating offline?
383(3)
Offline traffic building
386(1)
7.9
Chapter summary
386(1)
7.10 References
386(2)
7.11 Weblinks
388(1)
7.12 Self-test
388(2)
8 Designing digital experiences
390(64)
8.1 Introduction -- essential elements of creating effective online experiences
392(15)
Digital experience goals
395(4)
Key variables for web design objectives
399(4)
Usability and accessibility
403(4)
Section 8.1 summary
407(1)
8.2 Integrated design
407(4)
The web and buying modes
407(3)
How should the web integrate with other communications systems?
410(1)
Section 8.2 summary
410(1)
8.3 Online value proposition
411(3)
From OVP to multichannel digital value propositions
413(1)
Section 8.3 summary
414(1)
8.4 Customer orientation
414(2)
Section 8.4 summary
416(1)
8.5 Dynamic design: AB testing, CRO and personalization
416(8)
AB testing and Conversion Rate Optimisation (CRO)
417(4)
Options for personalization
421(2)
Online retail merchandising
423(1)
Section 8.5 summary
424(1)
8.6 Aesthetics
424(6)
Site style
425(1)
What are the design constraints?
425(2)
Visual design
427(1)
Colour
427(1)
Typography
428(1)
Checklist for excellence in web typography
429(1)
Section 8.6 summary
430(1)
8.7 Page design
430(4)
Section 8.7 summary
432(1)
Page design
432(2)
8.8 Content strategy and copywriting
434(4)
Copywriting
435(3)
Section 8.8 summary
438(1)
8.9 Navigation and structure
438(4)
Site structure
439(1)
Achieving flow
440(1)
Navigation rules
440(1)
Navigation types
441(1)
Section 8.9 summary
442(1)
8.10 Interaction
442(3)
Different types of interaction
442(1)
Using interactivity to move customers through the buying process
442(3)
Section 8.10 summary
445(1)
8.11 Mobile experience design
445(5)
Section 8.11 summary
449(1)
8.12
Chapter summary
450(1)
8.13 References
451(1)
8.14 Weblinks
452(1)
Tools to improve digital experiences
452(1)
8.75 Self-test
453(1)
9 Digital innovation
454(66)
9.1 Introduction
456(1)
9.2 What is innovation?
457(14)
Innovation types and examples
457(1)
Innovator's advantage and disadvantage
458(2)
Diffusion of innovations
460(2)
Accelerated success -- accelerated diffusion of innovations
462(1)
Accelerated corporate penetration
463(1)
Reduced corporate lifespan
463(1)
Acceleration of innovation and the law of accelerating returns
463(2)
Moore's law
465(1)
The virtuous circle
465(1)
Networks, data, analytics and new product development
466(1)
Innovative use of data analysis
466(1)
Innovative use of technology
467(1)
Conversational commerce
468(1)
Intelligent bots
469(1)
Personalized messaging at scale
469(1)
The data model is key
470(1)
The risk of taking humans out of the loop - poorer CX
470(1)
Section 9.2 summary
471(1)
9.3 Innovative tech
471(2)
Marketing automation (MA)
471(1)
Voice search
471(1)
Innovative apps
471(2)
Section 9.3 summary
473(1)
9.4 Artificial intelligence
473(13)
What is AI?
474(3)
AI for marketers
477(3)
AI in customer journeys
480(2)
Knowing the right questions to ask (predictive analytics)
482(3)
Gaming company profiles big gamblers v. loss-making bonus seekers
485(1)
London Fire Brigade data analytics predict fires
485(1)
Nationwide Car Distributor -- what questions should it ask of its Big Data?
486(1)
Sales reps use data to boost sales
486(1)
Section 9.4 summary
486(1)
9.5 Other innovative tech
486(8)
Virtual reality
486(1)
Augmented Reality (AR)
487(1)
AR and advertisements
488(1)
AR and product shopping
489(1)
AR and merchandising -- magic mirrors
489(1)
AR on packaging and products
490(1)
Nestle Minions 70s photo filters
491(1)
Interactive 3D POS in a store
491(1)
Smart shelves
491(1)
Always-on shop windows
492(1)
3D street images through shop windows
492(1)
Illuminated train platforms
492(1)
Near field communications
492(1)
Beacons and proximity marketing
493(1)
Merchandising opportunity
494(1)
The Internet of Things (IoT)
494(1)
Section 9.5 summary
494(1)
9.6 Change management and innovation
494(3)
Innovation process
494(1)
Innovation principles
495(1)
Innovation fears/AI fears
496(1)
Innovation failures
496(1)
Section 9.6 summary
497(1)
9.7 Digital transformation
497(5)
Digital transformation failure
497(2)
Gartner® hype cycle
499(1)
Avoiding Jeff Bezos's "shiny object syndrome"
500(1)
Solutions to innovation problems
500(1)
AI regulation TikTok and Facebook lawsuits
500(2)
Section 9.7 summary
502(1)
9.8 Innovation opportunities and solutions to AI challenges
502(3)
AI investment creates opportunities
502(1)
Creator marketplaces
503(1)
Innovative market -- NFTs
503(1)
Innovative partnerships
504(1)
Cloud wars
504(1)
The fourth industrial revolution
505(1)
Final thought: innovative integration of online and offline
505(1)
Section 9.8 summary
505(1)
9.9
Chapter summary
505(2)
9.10 Appendices
507(9)
Develop your own chatbot
507(1)
Situation analysis
507(1)
Objectives
508(1)
Strategy
508(1)
Tactics
509(1)
Actions
509(3)
Control
512(4)
9.11 References
516(2)
9.12 Weblinks
518(1)
9.13 Self-test
519(1)
10 Digital marketing plan
520(76)
10.1 Introduction to digital marketing planning
522(6)
Benefits of planning
523(1)
Many types of plans
523(1)
How different plans fit together
524(1)
Long-term plans v. short-term plans
524(1)
SOSTAC® planning
525(3)
Section 10.1 summary
528(1)
10.2 Situation analysis
528(14)
What does the situation analysis include?
529(3)
Competitor analysis
532(2)
Competitor benchmarking
534(1)
Competitor benchmarking process
534(2)
Partners/comarketers and intermediaries (including marketplaces) analysis
536(1)
Intermediary channels (including marketplaces)
536(1)
Competencies analysis
537(2)
Performance analysis
539(2)
Section 10.2 summary
541(1)
10.3 Objectives
542(7)
The 5Ss objectives
546(1)
The race approach to objectives
546(1)
Marketing objectives and MarComms objectives
547(1)
Section 10.3 summary
547(2)
10.4 Strategy
549(9)
So what is a digital marketing strategy?
549(1)
Retrospective strategy building
550(1)
The key components of strategy - TOPPP SEED
551(2)
Experience
553(1)
Data
554(4)
Section 10.4 summary
558(1)
10.5 Tactics
558(7)
The difference between strategy and tactics
558(3)
Digital marketing tactics
561(2)
Managing tactics and managing stakeholders
563(1)
Section 10.5 summary
563(2)
10.6 Actions
565(4)
How do you ensure excellent execution?
565(1)
Internal marketing
566(3)
Section 10.6 summary
569(1)
10.7 Control
569(12)
The control process
569(2)
The metrics
571(4)
Corrective action
575(6)
Section 10.7 summary
581(1)
10.8 The 4Ms resources: men (and women), money (budgets), minutes (time) and mega data (data)
581(2)
Men and Women
581(1)
Money
581(1)
Minutes
581(1)
Mega data (data)
582(1)
Section 10.8 summary
582(1)
10.9
Chapter summary
583(1)
10.10 Appendix: Huawei smartphones -- digital promotional plan for the Irish market
583(3)
Situation analysis
583(2)
Strengths and weaknesses
585(1)
Opportunities
585(1)
Threats
585(1)
Target audience
586(1)
Objectives
586(1)
Strategy
586(1)
Tactics
587(5)
Action
588(1)
Control
588(4)
Resources required
592(1)
10.11 References
592(2)
10.12 Weblinks
594(1)
10.13 Self-test
595(1)
Glossary 596(25)
Index 621
Dave Chaffey is a leading digital marketing consultant, trainer and author. Recognised by the CIM as one of 50 gurus who have shaped the future of marketing, Dave has lectured in digital marketing at several UK universities. Dave Chaffey is co-founder of SmartInsights.com, an online learning platform providing training on digital marketing strategy to members in over 100 countries worldwide.

PR Smith is an international speaker, consultant and author of six books, including the SOSTAC® Guide to your perfect Digital Marketing Plan. Paul created the SOSTAC® Planning framework, adopted by CIM, universities, blue-chips and start-ups globally, with the new SOSTAC® Certified Planner course now on sostac.org. Paul also founded GreatSportsmanship.org, an NFP edutainment programme inspiring a new generation of global citizens through short stories about kindness, respect and friendship.