Digital Marketing Gap Analysis
Creating an Action Plan
The third step in digital marketing gap analysis involves identifying the gaps between the current state and the desired future state. This means pinpointing the specific areas where digital strategies, tools, or performance fall short of business goals. Whether it’s low engagement rates, outdated technology, or missed opportunities in SEO or automation, this step highlights the obstacles that must be addressed. By clearly mapping these gaps, businesses can prioritize actions, allocate resources efficiently, and develop targeted strategies to close the distance and drive measurable improvement. To achieve these, Markit engages with its clients in the following processes:
​
-
Comparing Current Performance Metrics with Target Goals - For example: The company’s goal is to achieve a 5% email conversion rate, but current performance shows only 1.8%, indicating a significant shortfall that needs addressing.
-
Identifying Underperforming Channels, Tools, or Tactics - For example: Weak SEO rankings, poor conversion rates, and low ROI from ads.
-
Highlighting Missing Capabilities or Resources - For example: Lack of automation, inadequate analytics, and limited content strategy.
-
Revealing Misalignments Between Audience Needs and Current Marketing Approaches - For example: The company’s blog content is too product-focused, while user research shows the target audience prefers educational, value-driven content, creating a disconnect in engagement.
According to BABOK®, each of these examples helps surface actionable insights, guiding the organization toward focused improvements in its digital marketing strategy.
​​