Digital marketing audit

A digital marketing audit is an evaluation of the contribution and effectiveness of digital marketing for a business. It should include assessment of these factors with the analyst answering these questions...

The micro-environment should be reviewed along with the macro-environment as part of the situation analysis stage of digital marketing planning to inform strategies and tactics. The main factors to consider which are...

These acronyms are used as a framework for supporting marketing planning by reviewing the opportunities and threats of the broader macro-environment of a business. I’ve never been a fan of the amount of attention...

An agency discovery checklist for digital marketing projects Discovery is a term often used by agencies and consultants to describe the process of knowledge transfer when starting to work with a new client, either...

Online competitor benchmarking is a structured analysis of the online services, capabilities and performance of an organisation within the areas of customer acquisition, conversion, retention and growth. Quantitative...

‘How do we compare?’ or ‘What does good look like?’ are common questions we hear when talking to businesses about their digital marketing maturity. It’s a great starting point to achieving excellence by...

I use digital competence review to refer to assessing staff digital competences, i.e. their knowledge and skills of managing digital marketing. This contrasts with a digital capability audit where the characteristics of...

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.

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...