Atomisation is a term typically used to explain content repurposing where a creative content asset like a video or a whitepaper is broken down into smaller parts.
See Content atomisation
Dave ChaffeyContent repurposing
Repurposing in content marketing simply refers to breaking a content asset up into smaller parts (content atomisation) and changing their format for different goals, for example: To include different parts of a report...
Content atomisation
Atomisation is a term typically used to explain content repurposing where a creative content asset like a video or a whitepaper is broken down into smaller parts. The aim is to ‘sweat the asset’ (nice...
Zero-based budgeting for marketing (ZBB)
In their article Zero-based productivity—Marketing: Measure, allocate, and invest marketing dollars more effectively, McKinsey explains the rational for Zero-based budgeting as follows: Zero-based marketing—a...
Bounce rate
The bounce rate can be defined as the proportion of visitors to a website page or site that exit after visiting a single page only, usually expressed as a percentage. Where is bounce rate reported in Google Analytics...
Allowable Cost per Acquisition (CPA)
Setting an Allowable CPA for customer acquisition investments helps business answer the question: How much can we afford to pay for a new customer? The allowable CPA is useful to control media spend since it sets a...
Ad retargeting and remarketing
Ads are served to people who have previously interacted with a brand, for example through visiting a website, social media profile or searching. In Google, retargeting is known as remarketing. This is a specific name of...
Paid digital media
In traditional media we think of paid ads as a way to grow awareness via broadcast TV, print and outdoor ads. Online, we have the equivalent of these options via banner and video ads. Additionally, individual targeting...
Robot Process Automation (RPA) for Marketing
RPA has gained a lot of attention from industry analysts discussing Artificial Intelligence as a technique that can increase the efficiency of manual back-office operations and workflow. However, its use in marketing is...
Owned digital media
Businesses use owned digital media when you communicate using a channel you create and control and don’t have to pay for. Promotions that are delivered on paid and earned media can also be delivered for low-cost to...
Earned 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...
Account Based Marketing (ABM) using Digital Marketing
ITSMA, one of the originators of this technique relevant for B2B organizations defined ABM as “More than a sales or marketing approach; it is a collaborative strategy that engages sales, marketing, subject matter...
Digital marketing centre of Excellence (DCoE)
Creating a Digital Marketing Centre of Excellence is a useful technique to support digital transformation in larger organizations. It’s also commonly known as Digital Services Unit (DSU) The goal of a Digital CoE...
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...
E-marketing strategy
Electronic marketing strategy or E-marketing strategy was commonly used between circa 2000 to 2010 to show a broader scope superseding Internet marketing strategy which mainly referred to web marketing and use of SEO to...
Online Value Proposition (OVP)
Making your marketing more customer-centric using the 6Cs of digital marketing I have recommended creating an Online Value Proposition (OVP) in my books for many years. Today, it’s perhaps best called a digital...
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...
Customer persona
5 types of personas to consider creating plus examples Personas are a great way to create more customer-centred communications which better engage audiences with communications, both on a website, and beyond. My brief...
Digital marketing strategy
A digital marketing strategy defines the focus of digital marketing efforts to improve the contribution digital makes to an organization. Usually defined in a digital marketing plan and should include how digital...
Digital capability audit
‘How do we compare?’ or ‘What does good look like?’ are common questions we hear when talking to businesses about their digital marketing maturity. It’s a great starting point to achieving excellence by...
Digital competence review
I use digital competence review to refer to assessing staff digital competences, i.e. their knowledge and skills of managing digital marketing. This contrasts with a digital capability audit where the characteristics of...
Digital marketing plan structure
A digital marketing plan is typically an annual plan defining improvements to digital marketing, usually including a digital marketing strategy. It can also be related to a longer digital transformation plan. The guides...
Customer engagement strategy
A strategy to encourage interaction and participation of consumers with a brand through developing content and experiences with the aim of meeting commercial objectives. It is closely related to the development of...
Customer retention plan
A customer retention plan defines the marketing activities to keep customers loyal, encourage advocacy and repeat purchases
Customer acquisition plan
A customer acquisition plan defines the investment in marketing activities and resources to meet your goals of customer acquisition volume within a defined budget giving an allowable-cost-per-acqusition.
