Digital Marketing

by Dave Chaffey

The main website security risks

Mention ad fraud...

conversion rates:

missing "conversion" metric...

A generic digital channel-specific SWOT analysis showing typical opportunities and threats presented by digital media

There are also numerous critics of the SWOT the approach

Setting SMART objectives

SMART, SMARTER, DUMB... pick your acronym. I prefer to use a Product Thinking approach to defining objectives. Seehttps://medium.com/@jaf_designer/why-product-thinking-is-the-next-big-thing-in-ux-design-ee7de959f3fe

Skunkworks has sufficient autonomy that it does not get sidetracked by current business needs. So it can operate as an off-shoot of the main organisation, protected from cultures and processes that inhibit progress, and has a remit to create, develop and concept test new opportunities, products and services.

This is similar in spirit to the infamous 20% at Google. See "Just How Valuable Is Google’s “20% Time”?" https://hbr.org/2013/08/just-how-valuable-is-googles-2-1

‘Big Data’

the three dimensions,

Missing: - "Variety" - many different types of data, structured and unstructured - "Value" - the half-life of marketing data is often very short and quickly lose its value Source: https://www.ibm.com/blogs/watson-health/the-5-vs-of-big-data/