Digital Marketing Benchmarking templates

13
DIGITAL MARKETING BENCHMARKING TEMPLATES Quickly review your capabilities for the key digital marketing techniques! Author: Dr Dave Chaffey, SmartInsights.com

Transcript of Digital Marketing Benchmarking templates

Page 1: Digital Marketing Benchmarking templates

DIGITAL MARKETINGBENCHMARKING TEMPLATES

Quickly review your capabilities for the key digital marketing techniques!

Author: Dr Dave Chaffey, SmartInsights.com

Page 2: Digital Marketing Benchmarking templates

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

Page 3: Digital Marketing Benchmarking templates

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

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Page 4: Digital Marketing Benchmarking templates

Digital Marketing Capability Review Templates

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other guides. 4

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Page 5: Digital Marketing Benchmarking templates

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

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Page 6: Digital Marketing Benchmarking templates

1. In

itial

2. M

anag

ed3.

Defi

ned

4. Q

uant

ified

5. O

ptim

ised

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t No

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naly

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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

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you

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ital m

arke

ting

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xt le

vel w

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ur

capa

bilit

y as

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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

Page 7: Digital Marketing Benchmarking templates

1. In

itial

2. M

anag

ed3.

Defi

ned

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uant

ified

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ptim

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Page 9: Digital Marketing Benchmarking templates

1. In

itial

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Page 10: Digital Marketing Benchmarking templates

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Page 11: Digital Marketing Benchmarking templates

Initi

al“S

tarti

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anal

ytic

s.So

cial

inte

grat

ed in

to

offlin

e ca

mpa

igns

.

ROI r

eview

ed.

Goa

ls ag

reed

thro

ugho

ut

the

busin

ess

Soci

al a

key

part

of

inte

grat

ed m

ulti-

chan

nel

stra

tegy

No S

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

Fas

t Sta

rt c

heck

list.

Join

our

Exp

ert m

embe

rs to

dow

nloa

d So

cial

Med

ia

mar

ketin

g pl

anni

ng te

mpl

ates

and

soc

ial n

etw

ork

guid

es.

Take

you

r Soc

ial M

edia

Mar

ketin

g to

the

next

leve

l with

our

ca

pabi

lity

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

Page 12: Digital Marketing Benchmarking templates

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

dow

nloa

d D

igita

l Tra

nsfo

rmat

ion

tem

plat

es a

nd g

uide

s

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r Int

erna

tiona

l Mar

ketin

g to

the

next

leve

l with

ou

r cap

abilit

y as

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t. U

se o

ur v

isua

l che

cklis

t to

audi

t you

r bus

ines

s or

clie

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

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BEN

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G

Page 13: Digital Marketing Benchmarking templates

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

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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.

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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

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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

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agin

g gr

owth

ap

proa

ch

“Bas

ic E

-com

mer

ce M

arke

ting”

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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”

Take

you

r E-c

omm

erce

mar

ketin

g to

the

next

leve

l w

ith S

mar

t Ins

ight

s m

embe

r res

ourc

esC

heck

out

our

E-c

omm

erce

Too

lkit

page

for o

ur fr

ee

E-co

mm

erce

mis

take

s ch

eckl

ist

Join

our

Exp

ert m

embe

rs to

dow

nloa

d pl

anni

ng te

mpl

ates

an

d be

st p

ract

ice

guid

es to

impr

ove

reta

il E-

com

mer

ce

Take

you

r E-c

omm

erce

mar

ketin

g to

the

next

leve

l with

our

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pabi

lity

asse

ssm

ent.

Use

our

vis

ual c

heck

list t

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

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G