Journal of Direct, Data and Digital Marketing Practice: A special 10-year anniversary supplement
To celebrate 10 years of publication of the IDM Journal, we asked Dave Chaffey F IDM, to select articles from Volumes 1-10 that best chart the evolution of marketing during that decade. Read his article and contribute your personal perspective.
Author's introduction
"In the last 10 years, we have witnessed a transformation in marketing practice due to the impact of digital technologies. Over this period the innovations in marketing this has made possible have been highlighted by contributors to Interactive Marketing (more recently renamed, the Journal of Direct, Data and Digital Marketing Practice). The transition from direct to interactive marketing has presented many challenges and many contributors have helped us by suggesting how marketing practices should change.
My review is a personal perspective on the significant changes in marketing concepts and practice over the last 10 years as reflected by contributions to the IDM Journal. When reviewing the range of papers published, some common themes emerged over the period, so rather than presenting a listing of papers, this review is based around these major themes:
- CRM and data management
- Integrated communications
- Consumer behaviour and attitudes
- Branding
- Multichannel marketing
- Marketing governance
- Marketing optimisation
For each theme, I have selected what I believe to be the most significant, engaging and useful papers. These take different forms, whether they are academic frameworks, overviews of an emerging concept, descriptions of best practice or case studies".
Read Dave's paper in full now (free PDF download) »
About the author
Dr Dave Chaffey F IDM is a prolific author, blogger, consultant and professional trainer specialising in digital marketing. He is proud to have been recognised by the Department of Trade and Industry in 2004 as one of the leading individuals who have provided input and influence on the development and growth of ecommerce and the internet in the UK over the previous 10 years.
Dave delivers practical workshops based on his 15 years of delivering digital marketing training and consulting. Recent in-company training and consulting assignments include B2C and B2B organisations such as 3M, BP, CIPD, Euroffice, Fellowes, HSBC, Mercedes-Benz, Smith and Nephew and Tektronix. Dave is author of five best-selling business books including Internet Marketing: Strategy, Implementation and Practice; E-business and E-commerce Management, eMarketing eXcellence (with PR Smith) and Total E-mail Marketing. Many of these books are now in their fourth edition and translations include Chinese, Dutch, German, Greek, Italian and Serbian.
A 10-year retrospective by Dr Dave Chaffey F IDM (2000-2010)
[01 Oct 2009] The transition from direct to interactive marketing has presented many challenges. Dave Chaffey's review (free download) is a personal perspective on the significant changes in marketing concepts and practice over the last 10 years as reflected by contributions to the IDM Journal.
The 10 most significant Journal articles (2000-2010)
[01 Oct 2009] Dave Chaffey has drawn on a decade of Journal articles to chart how the dynamics and character of marketing have evolved during the last ten years. All the articles referenced are available here in one PDF, for ease of access. Free to members. £29.95 to non-members (saving over £70.00). Please note that this file may take a few moments to download.
