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YouTube’s vast and engaged user base makes it central to firms’ digital marketing effort. With extant studies focusing on viewers’ post-view engagement behavior, however, research into what motivates viewers to click on and watch YouTube videos is scarce. This study investigates the implications of marketers’ video optimization practices for video views on YouTube. Design/methodology/approach The…

 By Dave Chaffey From SMART to SMARTER marketing objectives: Discover how to define marketing objectives, measure your digital marketing goals, and use data to inform your marketing strategy When identifying specific marketing objectives to support your long-term goals, it is common practice to apply the widely used SMART mnemonic. You will know that SMART is…

Digital Marketing Today A simple measure of the importance of digital marketing is how much money is spent on digital media. The latest IAB research on Advertising Spend and Revenue shows that in the United States, over three-quarters of media budgets will be in digital media. We see similar figures from IABS in the UK and European,…

Digital marketing must support your marketing and business goals, so in my book – Digital Marketing: Strategy, Implementation and Practice –  I define Digital marketing, also called online marketing, simply as: Achieving marketing objectives through applying digital technologies and media. This is the big picture which you need a strategy to support, but, as we explain on…