DIGITAL MARKETING

BENCHMARKING TEMPLATES

Quickly review your capabilities for the

key digital marketing techniques!

Author: Dr Dave Chaffey, SmartInsights.com

Contents

Introduction.........................................................................................3

1. Digital Marketing ............................................................................4

2. Digital Analytics..............................................................................5

3. Email Marketing .............................................................................6

4. Online Customer Experience.........................................................7

5. SEO Capability...............................................................................8

6. Social Media Strategy ...................................................................9

Digital Marketing Capability Review Templates

Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 2
Introduction
Benchmarking templates for
improving your digital marketing

Kickstart your Digital Transformation with our benchmarks

Whatever the size of your business or clients, How do we compare to our competitors? is
a common question when companies are looking to get more from their digital marketing.
Great question! But how do you know what to compare and how can you structure your
review and recommendations?

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

How do I use the capability reviews?

Our benchmark templates use the recognized 5 point scale of the Carnegie Mellon capability
maturity model which rates different processes from an unmanaged approach as you start
out at Level 1 up to a well-managed process at Level 5.

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

plan to go to the next level. You may need new

ti
3 Ac

resources, but with our do-it-yourself 7 Steps

portunity

guides and templates for core techniques like SMART objectives

SEO, Social Media and Email marketing you Activities to optimize
can learn and apply the best practices. Defined deliverables

Alternatively take our detailed Digital marketing

health check audit for Expert members this
y
2 Strateg
gives an Excel spreadsheet to score your
activities for each stage of RACE.

If youre feeling like youre way behind dont despair! Digital moves fast and our research
shows many are at an Levels 1 to 3.

All the best for getting to the next level!

Digital Marketing Capability Review Templates

Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 3

Take your digital marketing to the next level with our
AIMING FOR DIGITAL capability assessment. Use our visual checklist to audit
how well your business or clients are exploiting their digital
MARKETING EXCELLENCE marketing and then plan how to take it to the next level.

#DigitalBenchmarking FIVE. Optimized

FOUR. Quantied
THREE. Dened
TWO. Managed
Executive summary

Digital
ONE. Initial Agile strategic
Capability Business-aligned
Dened vision and approach
strategy and roadmap
Prioritised marketing strategy
A. Strategic activities
No strategy
Approach

Digital Marketing Capability Review Templates

B. Performance Quality-based KPIs Value-based KPIs
Volume-based KPIs Lifetime-value KPIs
Improvement No KPIs Last click attribution Weighted attribution
No dashboards Continuous CRO
Process Business dashboards Ad hoc CRO

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

F. Integrated Integrated, Personalised,

Core push activities Integrated inbound Media optimized for ROI
Customer Not integrated Paid-Owned-Earned
synchronised approach and to maximize CLV
Communications media

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

Personalisation system 360 degree

E. Integration None Email integration Social media integration
Marketing Automation customer view

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

Directionless Reporting Structured testing Customer-centric Optimising

Visit our hub page www.smartinsights.com/
Check our blog for lots of examples of how to
actionableanalytics for our free blog articles, fast
Plan, Manage and Optimize your digital marketing
start checklist.
Join our Expert members to learn how to achieve more
actionable analytics by improving KPIs, people, process and
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

Targeting Additional sequences

None: Pray and Spray Demographics Basic triggers Full lifecycle sequences
(relevance) added

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

Feedback loops and

Delivery Not reviewed Reported Reported by ESP Continuous monitoring
delivery service

Experiments with dierent Structured oer/subject Layout reviews

Optimisation None Multivariate testing
oers/subjects testing AB testing

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

Value of interactions Long-term value Detailed understanding of

B. Evaluation and Volume of Quality of interactions and
Simple satisfaction Long-term engagement Loyalty and satisfaction
KPIs interactions short-term engagement
assessment (Hurdle rates) drivers. NPS.

C. Journey Path analysis in analytics Visitor intent surveys

Limited understanding Usability studies Cross-channel analysis
Analysis Simple funnels Customer journey and
of journeys Multichannel funnels e.g. panels
Techniques Personas content mapping

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

E. Personalisation Specic content Limited dynamic Cross-journey Optimising

None
Techniques for Personas personalisation personalisation personalisation

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.

Web Analytics Simple analytics

G. Tools Personalisation Advanced Personalisation Real-time feedback tools
(not customised) customisation. Surveys.

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
1. Initial
No proactive use of SEO.
A. Targets, Audit
No dedicated resources
and Resourcing
for SEO.
2. Managed
Target keyword lists.
Basic audit completed.
Dedicated SEO resource
Top-level goals to improve.
5. Optimised
4. Quantied
3. Dened
Integrated responsibilities Skills and capacity to
Keyword gap analysis. and teams in larger respond immediately to
SMART objectives organisation. most issues.
and KPIs. Segments in
SEO activities prioritised.
Analytics.

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.

Page Titles, headings and Page Titles, headings

C. On-page Not proactive. Usually an Structured testing of Title/ Continuous optimization of
copies used to support and copy engineered to
Optimization afterthought Description/Keyword Use. key content types.
SEO. support SEO.

Content types and

D. Content No content marketing Content created to Integrated Content/PR Use of community and
formats selected for SEO
Marketing strategy. support SEO goals and SEO campaigns. UGC supports growth.
(and marketing goals).

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.

Some testing of internal

F. Internal Some use of internal links Navigation designed to
Not assessed. link methods along with Internal linking optimised.
Linking to support SEO. support SEO.
usability.

Contribution of SEO Using Segments to assess Good knowledge or Capacity to immediately

Top-level target keywords
G. Measurement known and tracked value (VQVC). Detailed performance across site. identify problems
dened.
through time at top level. keyword/content tracking. Keyword Deltas monitored compared to competitors.

Not Proactive Reviewing eectiveness Applying best practices Improving Best-in-class

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
3. Content
creation. Page updates
Planning
only - not linking to hub.
Social hub/blog with Monthly content plan with Longer-term 90 day 90 day content plan
content being created and key content thems and content plan with themes with themes which are
shared in social updates engaging assets. for dierent audiences. announced and integrated.

4. Interaction Proactive interaction with Community management Team in place for

Limited, reactive interaction Monitoring and replying
and community fans, inuencers company resource for facilitating personalised replies and to
on social media. to comments.
management pages. Social care. discussions. Localised. facilitate discussion 24/7.

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.

Check out our hub page http://www.smartinsights.

Take your Social Media marketing to the Join our Expert members to download Social Media
com/social-media-marketing/ and our free blog
next level with Smart Insights member resources. marketing planning templates and social network guides.
articles, and Fast Start checklist.
 Take your International Marketing to the next level with
INTERNATIONAL our capability assessment. Use our visual checklist to
audit your business or clients use of Localisation for
LOCALISATION International Marketing

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

Data-driven localisation Regular situation review +

2. Strategy and No localisation strategy or Single localisation strategy Separate localisation
strategy with clearly agile strategic approach to
planning plan for all territories strategy for each territory
defined SMART objectives localisation

Separate multi-language Defined approach to Infrastructure decided on Optimised infrastructure

3. Infrastructure Single language site
websites hosted in target infrastructure in different a case-by-case basis to CDNs, page speed
and data hosted in home territory
regions with ccTLD or regions support users in target analysis & optimisation

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
6. Customer
and little understanding of
experience
customer journey
Basic understanding of the Site structure and content Usability studies for Fully personalised for
customer journey but no optimised for customer localised user journeys, user preferences in each
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

Check out our hub page http://www.smartinsights.

Take your International marketing to the Join our Expert members to download Digital Transformation
com/international-marketing/ and our free blog
next level with Smart Insights member resources templates and guides
articles