Professional Documents
Culture Documents
Benchmarking Templates For Digital Marketing Smart Insights PDF
Benchmarking Templates For Digital Marketing Smart Insights PDF
BENCHMARKING TEMPLATES
Introduction.........................................................................................3
2. Digital Analytics..............................................................................5
5. SEO Capability...............................................................................8
These templates edited by Dr Dave Chaffey and our Expert commentators will help you:
Review how well you are currently using the key digital marketing techniques
Identify the gap with where you need to be to compete
Create a prioritised plan of how you need to improve
Score your business from Level 1 to Level 5 for the different best practice activities you are
using for each of the core processes we have identified as each row.
What next?
Once you have defined the priorities for
1
improvement, you can then put in place an action on
Op
If youre feeling like youre way behind dont despair! Digital moves fast and our research
shows many are at an Levels 1 to 3.
Digital
ONE. Initial Agile strategic
Capability Business-aligned
Dened vision and approach
strategy and roadmap
Prioritised marketing strategy
A. Strategic activities
No strategy
Approach
C. Management Verbal support, but Sponsorship and Active championing and Integral part of
Limited
Buy-in inadequate resourcing increased investment approriate investment strategy development
D. Resourcing
Core skills centralised or Centralised hub and spoke Decentralisation and Balanced blend of
and No specic skills
agencies Dedicated resources reskilling marketing skills
Structure
E. Data
Limited / no Separate data, tools Partially integrated Integrated systems Flexible approach to
and
customer database and IT services systems and data and 360o data sources optimize resources
Infrastructure
Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides.
G. Integrated Partially personalized Integrated, Personalized Full contexual personalized
Desktop and mobile
Customer Website not integrated desktop and mobile web, mobile, email and experiences and
support, not personalized
Experience experience social media recommendations
Developing Competent average Above-sector average Market leading
Laggard capability capability capability
capability
4
Rene your Digital Marketing Strategy Check out our hub page http://bit.ly/smartstrategy Join our Expert members to download digital marketing
with Smart Insights member toolkits. for our free blog articles and planning template. planning templates and our 7 Step guides to digital strategy.
Take your digital marketing to the next level with our
capability assessment. Use our visual checklist to audit
AIMING FOR DIGITAL how well your business or clients are using analytics to
review and improve results from digital marketing.
ANALYTICS EXCELLENCE
5. Optimised
#DigitalBenchmarking 4. Quantied
3. Dened
2. Managed
Cross-business
1. Initial Dedicated experience
integration and
Wider use in business and media optimisation
collaboration
HiPPO engaged Dedicated analysts resources to implement
A. Management No engagement Simple reporting (larger businesses)
and Resourcing No dedicated resource
Satisfaction scoring
B. Metrics Marketing outcomes Customer Lifetime value
None selected Financial value or proxy KPI dependencies
Selection Last click Media attribution models
Simple media attribution
Basic web analytics + Customer-feedback + Voice of customer +Real-time social media + Predictive analytics
C. Tools
Basic Social media + Basic social analytics + Personalisation + Oine report + Econometric models
(Typical types)
Basic Email reporting + Benchmarking tools + BI visualisation + CRM/Individual tracking (large businesses)
Goals Segmentation
D. Analytics Out-of-box Automated real-time
Custom reports Events Fulll dashboards
Customisation standard reports alerts
Mailed reports Simple threshhold alerts
Persona consideration
None / AB Tests
F. Optimisation Simple in-page and visitor Multivariate Testing Optimisation of
HiPPO-led Media testing
path analysis Personalisation
Increase in number of
G. Review No structured reviews and Regular 90-day planning dening
Continuous programme tests
Process WILFING (weekly, monthly) programme of testing
of new techniques
Visit our hub page www.smartinsights.com/ Join our Expert members to learn how to achieve more
Check our blog for lots of examples of how to
actionableanalytics for our free blog articles, fast actionable analytics by improving KPIs, people, process and
Plan, Manage and Optimize your digital marketing
start checklist. tools using our templates and guided learning
Take your Email marketing to the next level with our
AIMING FOR EMAIL capability assessment. Use our visual checklist to audit
how well your business or clients are exploiting their email
MARKETING EXCELLENCE marketing and then plan how to take it to the next level.
Optimised
#DigitalBenchmarking Integrated lifecycle
Quantied targeting
Starting to integrate
Dened
Starting to automate
Managed
Targeted emailing
Initial Value reporting Response data > CRM
Pray and spray
Beyond the click tracking Hurdle rates and activity system/warehouse
Regular report of opens/ Segment tracking levels
Email capabilities Simple ESP clicks
and evaluation Response tracking
List-building options
List quality Not managed List quality improved Reactivation and removal Preference centres
increased
Proposition and
Content marketing
communications Newsletter and Eblasts Increased frequency Social integration Optimised frequency
integration
strategy
Video review
Creative and
Simple headers Multiple template Dynamic content Mobile optimised Advanced techniques
templates
Take your Email marketing to the next level Check out our hub page http://bit.ly/smarteremailfor Join our Expert members to download email marketing
with Smart Insights member resources. our free blog articles, fast start checklist. planning templates and our 7 Step guides to email marketing.
Improve your online customer experience by using
ONLINE CUSTOMER EXPERIENCE our visual checklist to review your capabilities for
management, evaluation and personalisation.
EXCELLENCE REVIEW
#DIGITALBENCHMARKING 5. Optimised
4. Quantied
3. Dened
2. Managed
1. Initial Clear responsibilities in
Dedicated team
Dened individual each area of business
(larger organisation)
Ad hoc - cross-functional responsible
A. Responsibility No dened responsibility responsibility
Ad hoc tests
Ad hoc changes Continuous structured
D. CRO Process No optimisation Simple AB test Multivariate testing
Suck-it-and-see testing programme
on key pages
Simple cross-channel Mobile responsive design Full range of cross- Optimised multichannel
Website not integrated
F. Integration signposts and oers. and Apps. channel services. integration. Mobile
with other channels
Social media integration. Remarketing (paid media) Social sign-in. adaptive.
Brochureware Taking control Starting to test & personalise Dynamic experiences State-of-the-art
Improve your ROI from Online marketing with Check out our hub page http://bit.ly/smartexperience Join our Expert members to download best practice advice
Smart Insights member resources. for our free blog articles and Ecommerce Bible. and templates on improving Ecommerce Marketing.
Take your SEO to the next level with our capability
SEO CAPABILITY REVIEW assessment. Use our visual checklist to audit how well your
business or clients are exploiting their SEO to identify and
prioritise areas to improve.
#DIGITALBENCHMARKING
5. Optimised
4. Quantied
3. Dened
2. Managed
Integrated responsibilities Skills and capacity to
1. Initial Keyword gap analysis. and teams in larger respond immediately to
Target keyword lists. SMART objectives organisation. most issues.
No proactive use of SEO. Basic audit completed. and KPIs. Segments in
A. Targets, Audit SEO activities prioritised.
No dedicated resources Dedicated SEO resource Analytics.
and Resourcing Top-level goals to improve.
for SEO.
Not audited and no Using Google Search Mobile optimised. Using Site section/content Site section/content
B. Indexing and
exclusions. Duplicate Console to monitor. Some Geo-targeting, Schema specic reporting and specic reporting and
Crawling
content likely. exclusions set up. markup as relevant. improvements. optimisations.
Links mainly organic, plus More use of outreach. Structured outreach Consistent quality of
E. Link building No record of external links. from some partners. Link Backlink prole reviewed programme linked to content limits need for
re-conguration as need. for balance. Disavowing. campaigns. outreach.
Take your SEO to the next level Check out our hub page http://bit.ly/smarterseo for Join our Expert members to download search planning
with Smart Insights member resources. our free blog articles and Fast Start checklist. templates and our 7 Step guide to SEO.
Take your Social Media Marketing to the next level with our
AIMING FOR SOCIAL capability assessment. Use our visual checklist to audit
your business or clients use of Social Media Marketing and
MEDIA EXCELLENCE then create an action plan with our social media resources.
Optimised
Fully-integrated
#DIGITALBENCHMARKING Quantied Social strategy
Starting to integrate
Dened
Starting to Plan
Managed ROI reviewed.
Using Social Goals agreed throughout
Initial Attribution using analytics. the business
Starting out with Social SMART objectives dened
Social media integrated Social integrated into Social a key part of
1. Goals and into website. Automated oine campaigns. integrated multi-channel
No goals beyond doing General goals dened.
Channel Email integration. strategy
social media. Social buttons on website.
Integration
2. Social Monitoring of brand Dened process for Proactive PR - Inuencer Proactive outreach to
No Social Media
Listening and mentions. Reputation customers reporting outreach customers. Inputting into
Monitoring
Governance Management issues via social Social Media care New Product Dvlpt.
No planned content Social hub/blog with Monthly content plan with Longer-term 90 day 90 day content plan
3. Content
creation. Page updates content being created and key content thems and content plan with themes with themes which are
Planning
only - not linking to hub. shared in social updates engaging assets. for dierent audiences. announced and integrated.
5. Company Branded pages on priority Branded pages set up on Branded pages set up on Additional page features
Pages set up, but not well
Page social channels (e.g. common and newer social channels requiring non- such as integrated videos
branded. channels (e.g. Pinterest)
Optimisation Twitter, Facebook) text content e.g. YouTube and apps utilised.
Experimenting with Targeted ads to boost Remarketing for leads Optimised investment
6. Paid
Not using paid advertising. promoting updates page fans, site visits or or sales. Power Editor in based on attribution and
advertising
without targeting leads Facebook. ROI review.
Recording basic stats Benchmarking reach, Using analytics tools to Integrated dashboard of
Not analysing page
7. Evaluation of growth (e.g. Page interaction rates. Tracking evaluate behaviour of Social media performance
statistics.
Followers, Likes). site outcomes. audience. Attribution. and alerts on key issues.
Optimised
BEST PRACTICES
Quantified Fully-localised
#DIGITALBENCHMARKING Starting to optimise
Defined
Localisation managed
Managed
Starting to localise Region-specific cross-
Initial IT/marketing/sales business & cross-
Limited localisation Defined roles and
responsibilities for each department integration & disciplinary integration and
1. Roles and region but online activity collaboration collaboration
No defined roles or Ad-hoc responsibility for
responsibilities international websites siloed
responsibilities
Content created is not well Additional static All forms of content such as
Content is culturally
4. Content No local content created tailored to local market content developed to interactive tools and video
customised to local needs are localised where effective
needs increase local relevance
No search marketing strategy Source keywords Localised keyword Structured on page TDK Dedicated outreach
5. International / SEO limited to on page identified and translated research, target keywords testing, tracking across programmes, PR, content
search marketing content in source language for target language & onsite optimisation languages and territories marketing on local sites
Limited customer support Basic understanding of the Site structure and content Usability studies for Fully personalised for
6. Customer
and little understanding of customer journey but no optimised for customer localised user journeys, user preferences in each
experience
customer journey action taken journey but not localised key markets optimised territory
7. Analytics, Analytics installed but Reporting based on traffic Simple page, visitor path Localised dashboards per Dynamic optimisation of
optimisation and not customised for lcoal volumes, measurement of analysis and AB tests of region, multi-variate testing personalised content and
reporting reporting or KPIs traffic per territory content per territory & segment/region competitor benchmarking