Internet marketing strategy benchmarking - Excel by ys02ph6v

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									Smart Insights RACE Health check Benchmarking Spreadsheet

Purpose:
Use this spreadsheet diagnostic tool to assess current capability and the need for improvements across all

We've created it to use alongside our 7 Steps Guide to developing a digital strategy and other resources sh
Download 7 Steps Strategy Guide

Instructions
1. Enter your rating of your digital marketing in the "Health check" worksheet.
2. Review your performance on the radar "Health check Radar".
3. Use the recommended Smart Insights resources in column D of Health check worksheet to develop your
4. You can change your assessment of others in your sector using the Benchmark worksheet

Questions
We will update and improve this tool, so please let us know about it's strengths and weaknesses as you ap
All questions, comments or queries are welcome, please contact the author, Dave Chaffey:
Contact Us



DISCLAIMER
This spreadsheet is provided in good faith for assessing digital marketing capabiilites. Smart Insights canno
responsible for the consequences of any errors in, or misinterpretation of, the spreadsheet models or for an
a result of using this spreadsheet. Thanks, Dave Chaffey (www.smartinsights.com).

ACKNOWLEDGMENT
This diagnostic tool is based on similar conceptual approach to that from Professor Hugh Wilson of Cranfiel
Management and author of The Multichannel Challenge. The benchmarking statements used and categorie
the need for improvements across all key areas of digital marketing strategy highlighted.

digital strategy and other resources shown in column D of the worksheet:




 alth check worksheet to develop your approaches.
e Benchmark worksheet


strengths and weaknesses as you apply it
author, Dave Chaffey:




ing capabiilites. Smart Insights cannot be held
 of, the spreadsheet models or for any actions taken as



om Professor Hugh Wilson of Cranfield School of
arking statements used and categories are unique to
                                                                                                                                                                                         Scaled
                                                                                                                                                                             Score
 Marketing activity        Question to review performance?                    How we rate?                     Resources                 What can go wrong?                               to a
                                                                                                                                                                          (automatic)
                                                                                                                                                                                        hundred

A. Plan
1. Supporting growth Q. We have a clear strategy to support          0 - No we haven't addressed this   7 Steps to Digital          How to get growth isn't defined?
                     growth of our online channels?                                                     Marketing Strategy                                                          0
2. Defined goals     Q. We have clear online marketing goals         0 - No we haven't addressed this   7 Steps to Improving        Online linkage not aligned with
                     aligned with business goals?                                                       Digital Results             business goals                                  0
3. Target markets    Q. We know the markets we are prioritising      0 - No we haven't addressed this                               Target markets not prioritised
                     targeting online?                                                                                                                                              0
4. Customer          Q. We have clearly defined customer and         0 - No we haven't addressed this   Creating digital personas   No specific online segmentation
segments             online audience segments?                                                                                      or prioritisation compared to
                                                                                                                                    traditional                                     0
5. Customer insights Q. We have summarised key insights and          0 - No we haven't addressed this   Customer feedback tools     Customer feedback isn't
                     apply them in in planning?                                                                                     collected or acted upon                         0
                     a. Customer characteristics (profiles)          0 - No we haven't addressed this   Customer feedback tools
                     b. Motivations to use or interact with online
                     services
                     c. Perceptions of our service (quality gap)
                     d. Online search behaviour
6. Customer          Q. We have good understanding of our            0 - No we haven't addressed this   7 Steps to Google           Time not made to collect or
behaviour            online customer behaviour (customer                                                Analytics Guide             more often apply fantastic
                     journeys) including sites referring traffic                                                                    online insight sources                          0
7. Partner and       Q. Marketplace analysed to understand the       0 - No we haven't addressed this   Marketplace analysis        Responsibilities / time for
influencers          types of online sites and influencers that                                         Quick Guide                 reviewing partners insufficient
                     affect awareness and purchase?                                                                                                                                 0
8. Competitor        Q. Competitors benchmarked against?             0 - No we haven't addressed this   Competitor benchmarking     Responsibilities / time for
benchmarking                                                                                            guide                       reviewing competitors                           0
9. Value proposition Q. Our value proposition for our online         0 - No we haven't addressed this   Online value proposition    insufficient proposition
                                                                                                                                    Traditional
                     services and presences is clearly defined                                          Quick Guide                 replicated online. Integration
                     and communicated?                                                                                              essential, but can differentiate
                                                                                                                                    channels too.                                   0
10. Reach             Q. Effective strategy to drive online customer 0 - No we haven't addressed this   Reach Quick Guide           Prioritisation of reach tactics not
                      acquisition                                                                                                   based on potential opportunity
                                                                                                                                                                                    0
11. Conversion        Q. Effective conversion strategy and           0 - No we haven't addressed this   Conversion Quick Guide      Most investment goes into traffic
                      experience?                                                                                                   building rather than conversion
                                                                                                                                                                                    0
12. Engagement        Q. Effective ongoing customer engagement       0 - No we haven't addressed this   Engagement Quick Guide Traditionally investment in
                      strategy?                                                                                                acquiring customers is much
                                                                                                                               greater than retention and
                                                                                                                               growth                                               0
                                                                                                                                                                                    0       0.0
B. Reach
1. Performance        Q. We have good visibility of actual and     0 - No we haven't addressed this     Budgeting spreadsheets      Demand analysis not completed
measurements          target performance for volume, quality and                                                                    for the market (e.g. search gap
                      value for our online visitors?                                                                                analysis)                                       0
2. Media mix          Q. The resources we put into our channel     0 - No we haven't addressed this     Benchmarking the media      Attribution of visits, leads and
                      media mix of paid, owned, earned media                                            mix                         sales to a combination of media
                      (including inbound or content marketing) is                                                                   channels often isn't so well
                      right to meet our goals?                                                                                      advanced                                        0
3. Channel efficiency Q. We have maximized the efficiency of       0 - No we haven't addressed this     Reach Quick Guide           Digital media typically need
                      each channel and we have priorities of which                                                                  careful optimisation which
                      we want to improve further?                                                                                   requires skills and time agency
                                                                                                                                    or internal staff may not have
                                                                                                                                                                                    0
4. Target audiences   Q. We have clarity on which audiences we       0 - No we haven't addressed this   Online segmentation         Targeting of digital media is
                      are targeting, not targeting through online                                       options                     based on traditional
                      media?                                                                                                        demographic targeting rather
                                                                                                                                    than specific online targeting
                                                                                                                                    options                                         0
5. Core brand         Q. Core brand messages and offers to           0 - No we haven't addressed this   Introduction to OVP         Traditional proposition
messages              encourage use of online channels are                                                                          replicated online. Integration
                      defined and effective?                                                                                        essential, but can differentiate
                                                                                                                                    channels too.                                   0
6. Partner            Q. We put sufficient time into managing        0 - No we haven't addressed this   Partner analysis Quick      Responsibilities / time for
relationships         relationships with partners and influencers?                                      Guide                       reviewing partners insufficient
                                                                                                                                                                                    0
7. Traffic routeing   Q. We have defined the best ways to route      0 - No we haven't addressed this   Traffic routeing            Often much traffic is still routed
                      traffic and manage customer journeys to                                                                       to home pages rather than
                      maximize effectiveness?                                                                                       landing pages                                   0
8. Channel            Q. Our channels are well integrated to         0 - No we haven't addressed this   ROPO analysis article
integration           support customer journeys?                                                                                                                                    0
9. Visibility         Q. Do we maintain "always-on" visibility in    0 - No we haven't addressed this   Paid search visibility   Search marketing is still one of
                      natural and paid listings for our target                                                                   the biggest traffic drivers for
                      keywords where relevant?                                                                                   many businesses, but it needs
                                                                                                                                 skilled resource since it's
                                                                                                                                 competitive
10. Amplification     Q. We leverage the viral / word-of-mouth       0 - No we haven't addressed this   WOM infographic          This requires investment in
                      effect from social channels?                                                                               content marketing for success            0
11. Social media      Q. Are online social presences and             0 - No we haven't addressed this   Social media marketing 7 Building community also
marketing             communities are effective including                                               Steps                    requires investment in
                      measurement of brand reputation?                                                                           moderator time and seeding               0
12. Content           Q. We have a plan in place to improve          0 - No we haven't addressed this   Content marketing 7      Content marketing can be a
marketing             content marketing to support our visibility,                                      Steps                    foundation for many reach
                      social media and conversion goals?                                                                         activities, but oftent it's adhoc
                                                                                                                                 tactical activity rather than
                                                                                                                                 planned                                  0
                                                                                                                                                                          0   0.0
C. Act and Convert
1. Site segmentation Q. Our sites/online presences are effective in 0 - No we haven't addressed this    Google Analytics             A starting point is reviewing
                     appealing to different audience segments                                           segmentation                 segments in analytics, but this is
                                                                                                                                     a specialist skill until learned
                                                                                                                                                                          0
2. Value messages? Q. Our key value messages or offers are           0 - No we haven't addressed this   Online value proposition     The desire for integration means
                   effective                                                                            examples                     that the need for differential
                                                                                                                                     channel propositions is missed
                                                                                                                                                                          0
3. Customer           Q. Our customer experience is effective in     0 - No we haven't addressed this   Identifying the customer     Specialist resources and
experience            delivering conversion and satisfaction?                                           satisfaction gap             investment are needed for
                                                                                                                                     conversion rate optimisation         0
4. Conversion         Q. How do we reduce friction to make more 0 - No we haven't addressed this        Improving results from       The business case for more
pathways              efficient customer journeys through the right                                     your website 7 Steps         investment in CRO isn't made
                      call-to-action?                                                                                                                                     0
5. Content quality    Q. Our content is effective in supporting     0 - No we haven't addressed this    Content marketing 7      Content optimisation requires
                      conversion                                                                        Steps                    relatively advanced skills in
                                                                                                                                 analytics                                0
6. Social media and   Q. Our social media and user-generated         0 - No we haven't addressed this   Social media marketing 7 Likewise this content must be
UGC                   content are effective in supporting                                               Steps                    tracked for optimisation
                      conversion                                                                                                                                          0
7. Value generation   Q. We are maximizing the value generated       0 - No we haven't addressed this   Assessing value per visitor Again a relatively specialist
                      per visit?                                                                                                    approach to optimisation
                                                                                                                                    revenue per visit                     0
8. Lead-follow-up     Q. Leads are followed up on effectively using 0 - No we haven't addressed this    Lead follow-up              Leads aren't qualified or
                      appropriate channels - email and phone                                                                        followed-up rapidly enough -
                                                                                                                                    see the data from the
                                                                                                                                    recommended link                      0
9. Web analytics      Q. Web analytics is used effectively to        0 - No we haven't addressed this   7 Steps to Improving        Dedicated resource not
usage                 improve results through combining the right                                       Digital Results             available for web analytics
                      metrics, process, people and tools?                                                                                                                 0
                                                                                                                                                                          0   0.0
D. Engage
1. Customer insights Q. We understand the needs, wants,              0 - No we haven't addressed this   Customer feedback tools      Insights not collected or used
                     characteristics and value of existing                                                                           adquately
                     customers?                                                                                                                                           0
2. Customer lifetime Q. We have strategies in place to increase      0 - No we haven't addressed this   7 questions to increase      LTV strategies required
value                customer lifetime value?                                                           engagement and LTV                                                0
3. Satisfaction gap  Q. We have insight on the gap between           0 - No we haven't addressed this   Identifying the customer     Depth of understanding of what
and drivers          customer satisfaction needs and delivery                                           satisfaction gap             customers value isn't sufficient
                     linked to ideas to improve satisfaction?                                                                                                             0
4. Content marketing Q. We understand and create the content,        0 - No we haven't addressed this   Integrating content into the Content marketing can be a
                     offers and experiences to engage our                                               marketing mix article        foundation for many reach
                     different audiences?                                                                                            activities, but oftent it's adhoc
                                                                                                                                     tactical activity rather than
                                                                                                                                     planned                              0
5. Communities and    Q. We manage customer communities to           0 - No we haven't addressed this   Social media marketing 7 Building community also
social networks       help grow our brand?                                                              Steps                        requires investment in
                                                                                                                                     moderator time and seeding           0
6. Integrated         Q. An integrated lifecycle email + social      0 - No we haven't addressed this   Integrated                   Email and social activities are
customer              media customer communications                                                     communications Quick         often managed by separate
communications        programme has been created?                                                       Guide                        teams or agencies, so
                                                                                                                                     integration is lost                  0
7. Customer           Q. Customer advocacy and community             0 - No we haven't addressed this   Online PR and outreach       Structured approach to
advocacy              outreach is used to improve results?                                                                           advocacy based on incentives
                                                                                                                                     needed                               0
                                                                                                                                                                          0   0.0
            Digital Marketing Healthcheck

                       1. Plan
                      100
                                                       Competition

                       80                              Our organisation


                       60

                       40

                       20

4 .Engage               0                   2. Reach




                  3. Act and Convert
Do not amend - source data for radar chart. Competition        Our organisation
1. Plan                                                   60                      0.0
2. Reach                                                  80                      0.0
3. Act and Convert                                        50                      0.0
4 .Engage                                                 60                      0.0

								
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