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DIGITAL MARKETINGBENCHMARKING TEMPLATES
Quickly review your capabilities for the key digital marketing techniques!
Author: Dr Dave Chaffey, SmartInsights.com
Digital Marketing Capability Review Templates
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 2
Contents
1. Digital Transformation.................................................................................................... 4
2. Integrated Lifecycle Marketing with RACE ................................................................... 5
3. Digital Analytics ............................................................................................................. 6
4. Campaign planning........................................................................................................ 7
5. Email Marketing and Marketing Automation .................................................................. 8
6. Online Customer Experience......................................................................................... 9
7. SEO Capability ........................................................................................................... 10
8. Social Media Strategy ................................................................................................ 11
9. International marketing ............................................................................................... 12
10 Retail E-commerce Capability .................................................................................... 13
Digital Marketing Capability Review Templates
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 3
IntroductionBenchmarking 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:
þ Review how well you are currently using the key digital marketing techniques
þ Identify the gap with where you need to be to compete
þ 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 improvement, you can then put in place an action plan to go to the next level. You may need new resources, but with our do-it-yourself 7 Steps guides and templates for core techniques like SEO, Social Media and Email marketing you can learn and apply the best practices.
Alternatively take our detailed Digital marketing health check audit for Expert members – this gives an Excel spreadsheet to score your activities for each stage of RACE.
If you’re feeling like you’re way behind don’t 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!
SMART objectivesActivities to optimizeDefined deliverables
1 Opportunity 2 Strategy
3 A
cti
on
Digital Marketing Capability Review Templates
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 4
Executive summary
ON
E. In
itial
TWO
. Man
aged
THRE
E. D
efine
dFO
UR
. Qua
ntifi
edFI
VE. O
ptim
ised
No s
trate
gyPr
iorit
ised
mar
ketin
gac
tivitie
s
Defin
ed v
ision
and
stra
tegy
Busin
ess-
alig
ned
stra
tegy
and
road
map
Agile
stra
tegi
cap
proa
ch
No K
PIs
Volu
me-
base
d KP
IsNo
das
hboa
rds
Qua
lity-b
ased
KPI
s‘L
ast c
lick’
attr
ibut
ion
Busin
ess
dash
boar
ds
Valu
e-ba
sed
KPIs
Wei
ghte
d at
tribu
tion
Ad h
oc C
RO
Life
time-
valu
e KP
IsCo
ntin
uous
CRO
Lim
ited
Verb
al su
ppor
t, bu
t in
adeq
uate
reso
urci
ngSp
onso
rshi
p an
d
incr
ease
d in
vest
men
tAc
tive
cham
pion
ing
and
appr
oriat
e in
vest
men
tIn
tegr
al pa
rt of
st
rate
gy d
evel
opm
ent
No s
peci
fic s
kills
Core
skil
ls ce
ntra
lised
or
agen
cies
Cent
ralis
ed h
ub a
nd s
poke
Dedi
cate
d re
sour
ces
Dece
ntra
lisat
ion
and
re
skilli
ngBa
lanc
ed b
lend
of
mar
ketin
g sk
ills
Lim
ited
/ no
cu
stom
er d
atab
ase
Sepa
rate
dat
a, to
ols
and
IT s
ervic
esPa
rtial
ly in
tegr
ated
sy
stem
s an
d da
taIn
tegr
ated
sys
tem
s
and
360o d
ata
sour
ces
Flex
ible
appr
oach
to
optim
ise re
sour
ces
Not i
nteg
rate
dCo
re p
ush
activ
ities
sy
nchr
onise
dIn
tegr
ated
inbo
und
appr
oach
Inte
grat
ed, P
erso
nalis
ed,
Paid
-Ow
ned-
Earn
ed
med
ia
Med
ia op
timise
d fo
r RO
I an
d to
max
imise
CLV
Web
site
not i
nteg
rate
dDe
skto
p an
d m
obile
su
ppor
t, no
t per
sona
lised
Parti
ally
pers
onal
ised
desk
top
and
mob
ile
expe
rienc
e
Inte
grat
ed, P
erso
nalis
ed
web
, mob
ile, e
mai
l and
so
cial
med
ia
Full c
onte
xual
pers
onal
ised
expe
rienc
es a
nd
reco
mm
enda
tions
A. S
trate
gic
Appr
oach
B. P
erfo
rman
ceIm
prov
emen
tPr
oces
s
C. M
anag
emen
tB
uy-in
D. R
esou
rcin
gan
d St
ruct
ure
E. D
ata
an
dIn
frast
ruct
ure
F. In
tegr
ated
Cus
tom
erC
omm
unic
atio
ns
G. I
nteg
rate
dC
usto
mer
Ex
perie
nce
“Lag
gard
”“D
evel
opin
g ca
pabi
lity”
“Com
pete
nt a
vera
ge
capa
bilit
y”“A
bove
-sec
tor a
vera
ge
capa
bilit
y”“M
arke
t lea
ding
ca
pabi
lity”
Dig
ital
Cap
abilit
y
Refi
ne y
our D
igita
l Mar
ketin
g St
rate
gy
with
Sm
art I
nsig
hts
mem
ber t
oolk
its.
Che
ck o
ut o
ur h
ub p
age
http
://bi
t.ly/
smar
tstr
ateg
y fo
r our
free
blo
g ar
ticle
s an
d pl
anni
ng te
mpl
ate.
Jo
in o
ur E
xper
t mem
bers
to d
ownl
oad
digi
tal m
arke
ting
plan
ning
tem
plat
es a
nd o
ur 7
Ste
p gu
ides
to d
igita
l str
ateg
y.
Take
you
r dig
ital m
arke
ting
to th
e ne
xt le
vel w
ith o
ur
capa
bilit
y as
sess
men
t. U
se o
ur v
isua
l che
cklis
t to
audi
t ho
w w
ell y
our b
usin
ess
or c
lient
s ar
e ex
ploi
ting
thei
r dig
ital
mar
ketin
g an
d th
en p
lan
how
to ta
ke it
to th
e ne
xt le
vel.
ACH
IEVI
NG
DIG
ITAL
TR
ANSF
OR
MAT
ION
Digital Marketing Capability Review Templates
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 5
Introduction
1. In
itial
2. M
anag
ed3.
Defi
ned
4. Q
uant
ified
5. O
ptim
ised
No s
trate
gy. U
ncle
ar g
oals
or p
riorit
isatio
n.
Prito
ritise
d ac
tivitie
s. G
oals
not m
odel
led
or a
ligne
d.
Mar
tech
ado
ptio
n ad
-hoc
.
Mul
ticha
nnel
mar
ketin
g pl
an in
pla
ce. R
even
ue-
base
d fu
nnel
acq
uisit
ion
mod
el.
Rete
ntio
n an
d LT
V m
odel.
90
day
pla
nnin
g. M
arte
ch
road
map
and
stru
ctur
ed
eval
uatio
n.
Digi
tal t
rans
form
atio
n im
plem
ente
d. S
truct
ured
te
stin
g an
d op
timisa
tion
prog
ram
me.
Lim
ited
ad h
oc u
se o
f pa
id m
edia
. SE
O n
ot p
roac
tive.
Sear
ch ta
rget
key
wor
ds
defin
ed. S
impl
e us
e of
Ad
Wor
ds/o
nlin
e m
edia
.
Stru
ctur
ed a
ppro
ach
to
paid
, ow
ned
and
earn
ed
med
ia to
agr
eed
targ
ets.
Pro
gram
mat
ic. R
egul
ar
impr
ovem
ents
to m
edia
. Ne
w m
edia
revie
w a
d ho
c.
Med
ia fu
lly o
ptim
ised
base
d on
attr
ibut
ion
and
eval
uatio
n of
new
opt
ions
.
No
insig
ht o
n pe
rson
as
and
cust
omer
jour
neys
. Li
mite
d in
sight
on
sect
ions
Foot
fall t
o di
ffere
nt s
ite
sect
ions
and
CTA
s fo
r lea
d ge
nera
tion
and
profi
ling
Con
tent
mar
ketin
g an
d pe
rson
alise
d jo
urne
ys to
en
cour
age
purc
hase
.
Per
sona
lisat
ion
optim
ised.
AB te
stin
g of
diffe
rent
sit
e se
ctio
ns.
Mul
tivar
iate
test
ing.
Hig
h qu
ality
con
tent
mar
ketin
g.
No p
aid
rem
arke
ting.
Sim
ple
broa
dcas
t ne
wsle
tter.
Initia
l med
ia re
targ
etin
g.Ta
rget
ed n
ewsle
tter.
Sim
ple
wel
com
e em
ails.
Re-ta
rget
ing
optim
ised
Wel
com
e an
d ab
ando
n em
ails.
Per
sona
lisat
ion.
Segm
ente
d life
cycl
e em
ails,
per
sona
lisat
ion
& pa
id m
edia
reta
rget
ing
.
Reta
rget
ing
and
pers
onal
isatio
n op
timise
d ac
ross
touc
hpoi
nts.
Lim
ited
expe
rienc
e re
sear
chCu
stom
er n
ewsle
tter
No
loya
lty p
rogr
amm
e Ta
rget
ed n
ewsle
tter.
No p
erso
nalis
atio
n
Cust
omer
rese
arch
info
rms
site
impr
ovem
ent.
E-m
ail r
e-en
gage
men
t
Loya
lty p
rogr
amm
e. N
PS.
RFM
-bas
ed e
mai
l and
pe
rson
alisa
tion
Reta
rget
ing
and
pers
onal
isatio
n op
timise
d.
Mac
hine
Lea
rnin
g ap
plie
d.
Basic
bra
nd id
entit
y, bu
t bra
nd b
enefi
ts n
ot
com
mun
icat
ed.
Bran
d va
lues
defi
ned,
bu
t not
cle
ar o
n-sit
e.
Cust
omer
revie
ws.
Onl
ine
valu
e pr
op d
efine
dBl
og a
nd s
ocia
l med
ia de
velo
p br
and.
Bra
nd p
erso
nality
and
de
fect
s re
sear
ched
and
ac
ted
on p
rom
ptly.
Fully
inte
grat
ed b
rand
re
puta
tion
man
agem
ent
incl
udin
g PR
.
Anal
ytic
s in
pla
ce,
not r
eview
ed. A
d ho
c pe
rform
ance
revie
ws
Anal
ytic
s re
view
ed a
d-ho
cRe
gula
r per
form
ance
re
view
s. S
kills
lack
ing.
Dash
boar
ds fo
r reg
ular
w
eekly
per
form
ance
re
view
s. D
igita
l Skil
ls.
Valu
e-ba
sed
KPIs
90-d
ay p
lann
ing
revie
w.Sk
ills im
prov
emen
t.
Life
time
valu
e KP
Is St
ruct
ured
def
ect
redu
ctio
n pr
oble
m
Plan
Cr
eatin
g a
stra
tegi
c ro
adm
ap
Reac
hBu
ild a
war
enes
sDr
ive v
isits
Inte
rAct
Expe
rienc
e, fl
ow
and
cont
ent
Con
vert
Bu
ild m
ultic
hann
el
sale
s
Enga
geCu
stom
er lo
yalty
an
d re
tent
ion
Bra
ndBu
ildin
g em
otio
nal
conn
ectio
n
Gov
erna
nce
Man
agin
g gr
owth
ap
proa
ch
“Bas
ic L
ifecy
cle
Mar
ketin
g”“Im
prov
ing
Life
cycl
e m
arke
ting”
“Pla
nned
Life
cycl
e
mar
ketin
g”“M
anag
ed L
ifecy
cle
mar
ketin
g““O
ptim
ised
Life
cycl
e
mar
ketin
g”
Take
you
r dig
ital m
arke
ting
to th
e ne
xt le
vel
with
Sm
art I
nsig
hts
mem
ber r
esou
rces
Che
ck o
ut o
ur L
ifecy
cle
Mar
ketin
g To
olki
t pag
e fo
r our
ad
vanc
ed re
sour
ces
avai
labl
e to
Bus
ines
s-le
vel m
embe
rs
Subs
crib
e to
our
bus
ines
s-le
vel E
xper
t mem
bers
hip
to
dow
nloa
d pl
anni
ng te
mpl
ates
and
bes
t pra
ctic
e gu
ides
to
impr
ove
lifec
ycle
Take
you
r dig
ital m
arke
ting
to th
e ne
xt le
vel w
ith o
ur
capa
bilit
y as
sess
men
t. U
se o
ur v
isua
l che
cklis
t to
audi
t ho
w w
ell y
our b
usin
ess
or c
lient
s ar
e ex
ploi
ting
thei
r dig
ital
chan
nels
to id
entif
y an
d pr
iorit
ise
tech
niqu
es to
impr
ove.
AIM
ING
FO
R IN
TEG
RAT
ED
LIFE
CYC
LE M
ARK
ETIN
G
#DIG
ITAL
BEN
CH
MAR
KIN
G
1. In
itial
2. M
anag
ed3.
Defi
ned
4. Q
uant
ified
5. O
ptim
ised
No e
ngag
emen
t No
ded
icat
ed re
sour
ce
HiPP
O e
ngag
edSi
mpl
e re
porti
ng
Wid
er u
se in
bus
ines
sDe
dica
ted
anal
ysts
(la
rger
bus
ines
ses)
Dedi
cate
d ex
perie
nce
and
med
ia op
timisa
tion
reso
urce
s to
impl
emen
t
Cro
ss-b
usin
ess
inte
grat
ion
and
colla
bora
tion
Non
e se
lect
ed M
arke
ting
outc
omes
Last
clic
k
Satis
fact
ion
scor
ing
Fina
ncia
l val
ue o
r pro
xySi
mpl
e m
edia
attri
butio
n
Cust
omer
Life
time
valu
eM
edia
attri
butio
n m
odel
sKP
I dep
ende
ncie
s
Bas
ic w
eb a
nalyt
ics
Basic
Soc
ial m
edia
Basic
Em
ail r
epor
ting
+ Cu
stom
er-fe
edba
ck+
Basic
soc
ial a
nalyt
ics
+ Be
nchm
arkin
g to
ols
+ Vo
ice
of c
usto
mer
+
Pers
onal
isatio
n +
BI v
isual
isatio
n
+Rea
l-tim
e so
cial
med
ia +
Offli
ne re
port
+ CR
M/In
divid
ual t
rack
ing
+ Pr
edic
tive
anal
ytic
s+
Econ
omet
ric m
odel
s (la
rge
busin
esse
s)
‘Out
-of-b
ox’
stan
dard
repo
rts
Goa
lsCu
stom
repo
rts
Mai
led
repo
rts
Segm
enta
tion
Even
tsSi
mpl
e th
resh
hold
ale
rts
Fulll
dash
boar
ds A
utom
ated
real
-tim
e al
erts
None
E
mai
l inte
grat
ion
Pers
onal
isatio
n sy
stem
Mar
ketin
g Au
tom
atio
nSo
cial
med
ia in
tegr
atio
n 3
60 d
egre
e
cust
omer
view
Non
e /
HiPP
O-le
d
Pers
ona
cons
ider
atio
nSi
mpl
e in
-pag
e an
d vis
itor
path
ana
lysis
AB T
ests
Med
ia te
stin
gM
ultiv
ariat
e Te
stin
g O
ptim
isatio
n of
Pe
rson
alisa
tion
No
stru
ctur
ed re
view
s an
d W
ILFI
NG R
egul
ar
(wee
kly, m
onth
ly)90
-day
pla
nnin
g de
finin
gpr
ogra
mm
e of
test
ing
Cont
inuo
us p
rogr
amm
eIn
crea
se in
num
ber o
f te
sts
of n
ew te
chni
ques
A. M
anag
emen
tan
d Re
sour
cing
B. M
etric
s Se
lect
ion
C. T
ools
(T
ypic
al ty
pes)
D. A
naly
tics
Cus
tom
isat
ion
E. In
tegr
atio
n
F. O
ptim
isat
ion
G. R
evie
w
Proc
ess
“Dire
ctio
nles
s”“R
epor
ting”
“Stru
ctur
ed te
stin
g”“C
usto
mer
-cen
tric“
“Opt
imis
ing”
#Act
iona
bleA
naly
tics
Che
ck o
ur b
log
for l
ots
of e
xam
ples
of h
ow to
Pl
an, M
anag
e an
d O
ptim
ize
your
dig
ital m
arke
ting
Visi
t our
hub
pag
e w
ww
.sm
artin
sigh
ts.c
om/
actio
nabl
eana
lytic
s fo
r our
free
blo
g ar
ticle
s, fa
st
star
t che
cklis
t.
Join
our
Exp
ert m
embe
rs to
lear
n ho
w to
ach
ieve
mor
e ac
tiona
ble
anal
ytic
s by
impr
ovin
g KP
Is, p
eopl
e, p
roce
ss a
nd
tool
s us
ing
our t
empl
ates
and
gui
ded
lear
ning
Take
you
r dig
ital m
arke
ting
to th
e ne
xt le
vel w
ith o
ur
capa
bilit
y as
sess
men
t. U
se o
ur v
isua
l che
cklis
t to
audi
t ho
w w
ell y
our b
usin
ess
or c
lient
s ar
e us
ing
anal
ytic
s to
re
view
and
impr
ove
resu
lts fr
om d
igita
l mar
ketin
g.
AIM
ING
FO
R D
IGIT
AL
A
NA
LYT
ICS
EX
CE
LLE
NC
E
1. In
itial
2. M
anag
ed3.
Defi
ned
4. Q
uant
ified
5. O
ptim
ised
Gen
eral
goal
sNo
SM
ART
obje
ctive
sNo
ana
lytic
s tra
ckin
g
Idea
of o
vera
ll res
pons
eNo
oth
er s
ucce
ss c
riter
ia Ba
sic a
nalyt
ics
track
ing
Cle
ar s
ucce
ss c
riter
ia:
Resp
onse
vol
ume,
CPA
an
d RO
I
Sp
ecific
obj
ectiv
es p
er
chan
nel
Life
time
valu
e as
sess
ed
in ti
me
Sp
ecific
obj
ectiv
es
mod
elle
d pe
r med
ia pl
atfo
rm
Lim
ited
rese
arch
Po
orly-
defin
ed a
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NG
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ub p
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://bi
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smar
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R C
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ail
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AIM
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FO
R E
MAI
L M
ARK
ETIN
G E
XCEL
LEN
CE
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itial
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anag
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Defi
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uant
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ptim
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Defi
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urve
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NC
E EX
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IEW
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ptim
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EO
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dit c
ompl
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p-lev
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oals
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prov
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SEO
act
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s pr
iorit
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each
qua
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e sp
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Inte
grat
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spon
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ink
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tern
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“Not
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Take
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xt le
vel
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Sm
art I
nsig
hts
mem
ber r
esou
rces
.C
heck
out
our
hub
pag
e ht
tp://
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y/sm
arte
rseo
for
our f
ree
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icle
s an
d Fa
st S
tart
che
cklis
t. Jo
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ur E
xper
t mem
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oad
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entif
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SEO
CAP
ABIL
ITY
REV
IEW
Initi
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tarti
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ocia
l”
Man
aged
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lan”
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tegr
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imis
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ully
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grat
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ocia
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utom
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ocia
l Med
ia M
onito
ring
Mon
itorin
g of
bra
nd
men
tions
. Rep
utat
ion
Man
agem
ent
Defin
ed p
roce
ss fo
r cu
stom
ers
repo
rting
iss
ues
via s
ocia
l
Proa
ctive
PR
- Infl
uenc
er
outre
ach
Soci
al M
edia
care
Proa
ctive
out
reac
h to
cu
stom
ers.
Inpu
tting
into
Ne
w P
rodu
ct D
vlpt.
No p
lann
ed c
onte
nt
crea
tion.
Pag
e up
date
s on
ly - n
ot lin
king
to h
ub.
Soci
al hu
b/bl
og w
ith
cont
ent b
eing
cre
ated
and
sh
ared
in s
ocia
l upd
ates
Mon
thly
cont
ent p
lan
with
ke
y co
nten
t the
ms
and
enga
ging
ass
ets.
Long
er-te
rm 9
0 da
y co
nten
t pla
n w
ith th
emes
fo
r diffe
rent
aud
ienc
es.
90 d
ay c
onte
nt p
lan
with
them
es w
hich
are
an
noun
ced
and
inte
grat
ed.
Lim
ited,
reac
tive
inte
ract
ion
on s
ocia
l med
ia.
Mon
itorin
g an
d re
plyin
g to
com
men
ts.
Proa
ctive
inte
ract
ion
with
fa
ns, i
nflue
ncer
s co
mpa
ny
page
s. S
ocia
l car
e.
Com
mun
ity m
anag
emen
t re
sour
ce fo
r fac
ilitat
ing
disc
ussio
ns. L
ocal
ised.
Team
in p
lace
for
pers
onal
ised
repl
ies
and
to
faci
litate
disc
ussio
n 24
/7.
Page
s se
t up,
but
not
wel
l br
ande
d.
Bran
ded
page
s on
prio
rity
soci
al ch
anne
ls (e
.g.
Twitt
er, F
aceb
ook)
Bran
ded
page
s se
t up
on
com
mon
and
new
er s
ocia
l ch
anne
ls (e
.g. P
inte
rest
)
Bran
ded
page
s se
t up
on
chan
nels
requ
iring
non-
text
con
tent
e.g
. You
Tube
Addi
tiona
l pag
e fe
atur
es
such
as
inte
grat
ed v
ideo
s an
d ap
ps u
tilise
d.
Not u
sing
paid
adv
ertis
ing.
Expe
rimen
ting
with
pr
omot
ing
upda
tes
w
ithou
t tar
getin
g
Targ
eted
ads
to b
oost
pa
ge fa
ns, s
ite v
isits
or
lead
s
Rem
arke
ting
for l
eads
or
sal
es. P
ower
Edi
tor i
n Fa
cebo
ok.
Opt
imise
d in
vest
men
t ba
sed
on a
ttrib
utio
n an
d RO
I rev
iew.
Not a
nalys
ing
page
st
atist
ics.
Reco
rdin
g ba
sic s
tats
of
gro
wth
(e.g
. Pag
e Fo
llow
ers,
Like
s).
Benc
hmar
king
reac
h,
inte
ract
ion
rate
s. T
rack
ing
site
outc
omes
.
Usin
g an
alyt
ics
tool
s to
ev
alua
te b
ehav
iour
of
audi
ence
. Attr
ibut
ion.
Inte
grat
ed d
ashb
oard
of
Soci
al m
edia
perfo
rman
ce
and
aler
ts o
n ke
y iss
ues.
1. G
oals
and
C
hann
el
Inte
grat
ion
2. S
ocia
l Li
sten
ing
and
Gov
erna
nce
3. C
onte
nt
Plan
ning
4. In
tera
ctio
n an
d co
mm
unity
m
anag
emen
t
5. C
ompa
ny
Page
O
ptim
isat
ion
6. P
aid
adve
rtis
ing
7. E
valu
atio
n
Take
you
r Soc
ial M
edia
mar
ketin
g to
the
next
leve
l with
Sm
art I
nsig
hts
mem
ber r
esou
rces
.
Che
ck o
ut o
ur h
ub p
age
http
://w
ww
.sm
artin
sigh
ts.
com
/soc
ial-m
edia
-mar
ketin
g/ a
nd o
ur fr
ee b
log
artic
les,
and
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t Sta
rt c
heck
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ert m
embe
rs to
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d So
cial
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ia
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ketin
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ial n
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ork
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es.
Take
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r Soc
ial M
edia
Mar
ketin
g to
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next
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asse
ssm
ent.
Use
our
vis
ual c
heck
list t
o au
dit
your
bus
ines
s or
clie
nts’
use
of S
ocia
l Med
ia M
arke
ting
and
then
cre
ate
an a
ctio
n pl
an w
ith o
ur s
ocia
l med
ia re
sour
ces.
AIM
ING
FO
R S
OC
IAL
MED
IA E
XCEL
LEN
CE
#DIG
ITAL
BEN
CH
MAR
KIN
G
Digital Marketing Capability Review Templates
© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 12
Initi
al“L
imite
d lo
calis
atio
n”
Man
aged
“Sta
rting
to lo
calis
e”
Defi
ned
“Loc
alis
atio
n m
anag
ed”
Qua
ntifi
ed“S
tarti
ng to
opt
imis
e”
Opt
imis
ed“F
ully
-loca
lised
”
No d
efi n
ed ro
les
or
resp
onsib
ilitie
sAd
-hoc
resp
onsib
ility
for
inte
rnat
iona
l web
sites
Defi n
ed ro
les
and
resp
onsib
ilitie
s fo
r eac
h re
gion
but
onl
ine
activ
ity
siloe
d
IT/m
arke
ting/
sale
s de
partm
ent i
nteg
ratio
n &
colla
bora
tion
Regi
on-s
peci
fi c c
ross
-bu
sines
s &
cros
s-di
scip
linar
y in
tegr
atio
n an
d co
llabo
ratio
n
No lo
calis
atio
n st
rate
gy o
r pl
anSi
ngle
loca
lisat
ion
stra
tegy
fo
r all t
errit
orie
sSe
para
te lo
calis
atio
n st
rate
gy fo
r eac
h te
rrito
ry
Data
-driv
en lo
calis
atio
n st
rate
gy w
ith c
lear
ly de
fi ned
SM
ART
obje
ctive
s
Regu
lar s
ituat
ion
revie
w +
ag
ile s
trate
gic
appr
oach
to
loca
lisat
ion
Sing
le la
ngua
ge s
ite
host
ed in
hom
e te
rrito
ry
Sepa
rate
mul
ti-la
ngua
ge
web
sites
hos
ted
in ta
rget
re
gion
s w
ith c
cTLD
or
Defi n
ed a
ppro
ach
to
infra
stru
ctur
e in
diff e
rent
re
gion
s
Infra
stru
ctur
e de
cide
d on
a
case
-by-
case
bas
is to
su
ppor
t use
rs in
targ
et
Opt
imise
d in
frast
ruct
ure
– CD
Ns, p
age
spee
d an
alys
is &
optim
isatio
n
No lo
cal c
onte
nt c
reat
edCo
nten
t cre
ated
is n
ot w
ell
tailo
red
to lo
cal m
arke
t ne
eds
Cont
ent i
s ‘c
ultu
rally
cu
stom
ised’
to lo
cal n
eeds
Addi
tiona
l sta
tic
cont
ent d
evel
oped
to
incr
ease
loca
l rel
evan
ce
All f
orm
s of
con
tent
suc
h as
in
tera
ctive
tool
s an
d vid
eo
are
loca
lised
whe
re e
ff ect
ive
No
sear
ch m
arke
ting
stra
tegy
/ S
EO lim
ited
to o
n pa
ge
cont
ent i
n so
urce
lang
uage
Sour
ce k
eyw
ords
id
entifi
ed a
nd tr
ansla
ted
for t
arge
t lan
guag
e
Loca
lised
key
wor
d re
sear
ch, t
arge
t key
wor
ds
& on
site
optim
isatio
n
Stru
ctur
ed o
n pa
ge T
DK
test
ing,
trac
king
acro
ss
lang
uage
s an
d te
rrito
ries
Dedi
cate
d ou
treac
h pr
ogra
mm
es, P
R, c
onte
nt
mar
ketin
g on
loca
l site
s
Lim
ited
cust
omer
sup
port
and
little
unde
rsta
ndin
g of
cu
stom
er jo
urne
y
Basic
und
erst
andi
ng o
f the
cu
stom
er jo
urne
y bu
t no
actio
n ta
ken
Site
stru
ctur
e an
d co
nten
t op
timise
d fo
r cus
tom
er
jour
ney
– b
ut n
ot lo
calis
ed
Usab
ility
stud
ies
for
loca
lised
use
r jou
rney
s,
key
mar
kets
opt
imise
d
Fully
per
sona
lised
for
user
pre
fere
nces
in e
ach
terri
tory
Anal
ytic
s in
stal
led
but
not c
usto
mise
d fo
r lco
al re
porti
ng o
r KPI
s
Repo
rting
bas
ed o
n tra
ffi c
volu
mes
, mea
sure
men
t of
traffi c
per
terri
tory
Sim
ple
page
, visi
tor p
ath
anal
ysis
and
AB te
sts
of
cont
ent p
er te
rrito
ry
Loca
lised
das
hboa
rds
per
regi
on, m
ulti-
varia
te te
stin
g &
segm
ent/r
egio
n
Dyna
mic
optim
isatio
n of
pe
rson
alise
d co
nten
t and
co
mpe
titor
ben
chm
arkin
g
1.
Rol
es a
nd
res
pons
ibili
ties
2. S
trate
gy a
nd
plan
ning
3. In
frast
ruct
ure
and
data
4. C
onte
nt
5. In
tern
atio
nal
sear
ch m
arke
ting
6. C
usto
mer
ex
perie
nce
7. A
naly
tics,
op
timis
atio
n an
d re
port
ing
Take
you
r Int
erna
tiona
l mar
ketin
g to
the
next
leve
l with
Sm
art I
nsig
hts
mem
ber r
esou
rces
Che
ck o
ut o
ur h
ub p
age
http
://w
ww
.sm
artin
sigh
ts.
com
/inte
rnat
iona
l-mar
ketin
g/ a
nd o
ur fr
ee b
log
artic
les
Join
our
Exp
ert m
embe
rs to
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nloa
d D
igita
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rmat
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s
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r Int
erna
tiona
l Mar
ketin
g to
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leve
l with
ou
r cap
abilit
y as
sess
men
t. U
se o
ur v
isua
l che
cklis
t to
audi
t you
r bus
ines
s or
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nts’
use
of L
ocal
isat
ion
for
Inte
rnat
iona
l Mar
ketin
g
INTE
RN
ATIO
NAL
LO
CAL
ISAT
ION
BEST
PR
ACTI
CES
#DIG
ITAL
BEN
CH
MAR
KIN
G
1. In
itial
2. M
anag
ed3.
Defi
ned
4. Q
uant
ified
5. O
ptim
ised
No s
trate
gy. U
ncle
ar g
oals.
Prito
ritise
d ac
tivitie
s.
Sale
s go
als,
not
mod
elle
d.
Mar
tech
ado
ptio
n ad
-hoc
.
Mul
ticha
nnel
mar
ketin
g pl
an in
pla
ce. P
rofit-
base
d fu
nnel
acq
uisit
ion
mod
el.
Rete
ntio
n an
d LT
V m
odel.
90
day
pla
nnin
g. M
arte
ch
road
map
and
stru
ctur
ed
eval
uatio
n
Digi
tal t
rans
form
atio
n im
plem
ente
d. S
truct
ured
te
stin
g an
d op
timisa
tion
prog
ram
me.
Lim
ited
ad h
oc u
se o
f pa
id m
edia
. SE
O n
ot p
roac
tive.
Sear
ch ta
rget
key
wor
ds
defin
ed. S
impl
e us
e of
Ad
Wor
ds/o
nlin
e m
edia
.
Stru
ctur
ed a
ppro
ach
to
paid
, ow
ned
and
earn
ed
med
ia to
agr
eed
targ
ets.
Pro
gram
mat
ic. R
egul
ar
impr
ovem
ents
to m
edia
. Ne
w m
edia
revie
w a
d ho
c.
Med
ia fu
lly o
ptim
ised
base
d on
attr
ibut
ion
and
eval
uatio
n of
new
opt
ions
.
No
insig
ht o
n cu
stom
er
jour
neys
. Lim
ited
insig
ht o
n pr
oduc
t pop
ular
ity
Foot
fall t
o di
ffere
nt s
ite
sect
ions
and
pro
duct
ca
tego
ries
unde
rsto
od.
Con
tent
mar
ketin
g an
d m
erch
andi
sed
jour
neys
to
enco
urag
e pu
rcha
se.
Mer
chan
disin
g op
timise
dAB
test
ing
of d
iffere
nt
site
sect
ions
.
Mul
tivar
iate
test
ing.
Hig
h qu
ality
con
tent
mar
ketin
g.
No p
aid
rem
arke
ting.
Sim
ple
broa
dcas
t ne
wsle
tter.
Initia
l med
ia re
targ
etin
g.Ta
rget
ed n
ewsle
tter.
Sim
ple
wel
com
e em
ails.
Re-ta
rget
ing
optim
ised
Wel
com
e an
d ab
ando
n em
ails.
Per
sona
lisat
ion.
Segm
ente
d life
cycl
e em
ails,
per
sona
lisat
ion
& pa
id m
edia
reta
rget
ing
.
Reta
rget
ing
and
pers
onal
isatio
n op
timise
d ac
ross
touc
hpoi
nts.
Lim
ited
expe
rienc
e re
sear
chCu
stom
er n
ewsle
tter
No
loya
lty p
rogr
amm
e Ta
rget
ed n
ewsle
tter.
No p
erso
nalis
atio
n
Cust
omer
rese
arch
info
rms
site
impr
ovem
ent
emai
l re-
enga
gem
ent
Loya
lty p
rogr
amm
e. N
PS.
RFM
-bas
ed e
mai
l and
pe
rson
alisa
tion
Reta
rget
ing
and
pers
onal
isatio
n op
timise
d ac
ross
touc
hpoi
nts.
Basic
bra
nd id
entit
y, bu
t bra
nd b
enefi
ts n
ot
com
mun
icat
ed.
Bran
d va
lues
defi
ned,
bu
t not
cle
ar o
n-sit
e.
Cust
omer
revie
ws.
Onl
ine
valu
e pr
op d
efine
dBl
og a
nd s
ocia
l med
ia de
velo
p br
and.
Bra
nd p
erso
nality
and
de
fect
s re
sear
ched
and
ac
ted
on p
rom
ptly.
Fully
inte
grat
ed b
rand
re
puta
tion
man
agem
ent
incl
udin
g PR
.
Anal
ytic
s in
pla
ce, n
ot
revie
wed
. Ad
hoc
tradi
ng
revie
ws
Anal
ytic
s re
view
ed a
d-ho
cRe
gula
r tra
ding
revie
ws.
Dash
boar
ds fo
r reg
ular
w
eekly
trad
ing
revie
ws.
Va
lue-
base
d KP
Is90
-day
pla
nnin
g re
view.
Life
time
valu
e KP
Is St
ruct
ured
def
ect
redu
ctio
n pr
oble
m
Plan
Cr
eatin
g a
stra
tegi
c ro
adm
ap
Reac
hBu
ild a
war
enes
sDr
ive v
isits
Inte
ract
Expe
rienc
e, fl
ow
and
cont
ent
Con
vert
Bu
ild m
ultic
hann
el
sale
s
Enga
geCu
stom
er lo
yalty
an
d re
tent
ion
Bra
ndBu
ildin
g em
otio
nal
conn
ectio
n
Gov
erna
nce
Man
agin
g gr
owth
ap
proa
ch
“Bas
ic E
-com
mer
ce M
arke
ting”
“Impr
ovin
g E-
com
mer
ce
mar
ketin
g”“P
lann
ed E
-com
mer
ce
mar
ketin
g”“M
anag
ed E
-com
mer
ce
mar
ketin
g““O
ptim
ised
E-c
omm
erce
m
arke
ting”
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omm
erce
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ketin
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ith S
mar
t Ins
ight
s m
embe
r res
ourc
esC
heck
out
our
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omm
erce
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lkit
page
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erce
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ist
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ert m
embe
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ates
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es to
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ove
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il E-
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mer
ce
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omm
erce
mar
ketin
g to
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l with
our
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pabi
lity
asse
ssm
ent.
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vis
ual c
heck
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o au
dit
how
wel
l you
r bus
ines
s or
clie
nts
are
expl
oitin
g th
eir d
igita
l ch
anne
ls to
iden
tify
and
prio
ritis
e ar
eas
to im
prov
e.
AIM
ING
FO
R E
-CO
MM
ERC
E M
ARK
ETIN
G E
XCEL
LEN
CE
#DIG
ITAL
BEN
CH
MAR
KIN
G