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 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.

Competitor analysis

Online competitor analysis should compare how the brand and marketing mix is communicated, for example brand positioning, product features and pricing. It should also review marketing campaign and always-on budgeting.

Budgeting for marketing

Creating a budget for marketing activities will cover different timescale and objectives, for example an annual budget, a campaign budget, a country budget, a product budget or a channel budget for always-on marketing.

Content marketing strategy creation

Content strategy The management of text, rich media, audio and video content aimed at engaging customers and prospects to meet business goals published through print and digi-tal media including web and mobile platforms...

Content audit

A structured review of the effectiveness of different content types and formats to meet the needs of users and the businesses using quantitative and qualitative techniques. We recommend using the Content Optimization...

Business model review

Assess how a company will generate revenue, identifying its product offering, value-added services, revenue sources and target customers.

About Smart Insights

Dr Dave Chaffey is co-founder and Content Director of digital marketing advice site Smart Insights. We’re a publisher and learning platform that helps our 150,000 active members in over 100 countries plan, manage and optimize their digital marketing activities by applying the actionable advice in our planning templates, guides and interactive e-learning tools.

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