Digital marketing models to provide useful frameworks for digital audits, planning and strategy

If you are a marketing manager needing to create a digital marketing plan or conduct an audit or review online communications, models provide a helpful flow as to what to include and to ensure nothing is missed. Previously, in 2013, we created a free guide to support students using models in their assignments or when creating plans - Essential Marketing Models. Based on feedback from studying professionals and their lecturers, we thought it would be useful to have a specific guide to Digital Marketing Models. [si_guide_block id="65204" title="Download free, Basic member resource – Digital Marketing Models Guide" description="This new guide, published in 2016 lists 10 models that can be used by marketing professionals and students for digital audits, planning and strategy."/] In considering what to include we explored digital audit tools, digital planning frameworks as well as digital strategy models. We arrived…

5 powerful nudges that influence human behaviour

Consider the following puzzle: A bat and ball cost £1.10. The bat costs one pound more than the ball. How much does the ball cost? The number that many people arrive at is 10p, dividing up £1.10 neatly into £1 and 10 pence. However, the correct answer is 5p (if the ball costs 10p then the total cost will be £1.20 - 10p for the ball and £1.10 for the bat). Now consider another question: How many animals of each kind did Moses take into the ark? This question is commonly referred to as the ‘Moses Illusion’. Moses took no animals into the ark; Noah did. The incorrect answers many people give to these questions offers just a glimpse into the overwhelming evidence that indicates that one of the underlying assumptions of social science, that humans are generally rational and their thinking normally sound, is flawed. Many of us believe that we know…