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.

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.

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...

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...

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.

Free members can download our free templates and benchmark their digital capabilities.