Digital Marketing Gap Analysis
Defining the Desired Future State
The second step in digital marketing gap analysis focuses on defining the desired future state, what success should look like. This means setting clear goals for performance, outlining the capabilities needed, and aligning with evolving audience expectations and market trends. By establishing a measurable and strategic vision, this step provides a clear target for improvement and guides all future digital marketing efforts toward achieving meaningful business outcomes. To achieve these, Markit engages with its clients in the following processes:
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Identifying Target Performance Metrics - For example: Higher conversion rates, lower cost per acquisition, increased engagement.
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Defining New Capabilities or Improvements Needed - For example: Automation, personalization, better analytics, multi-channel integration.
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Clarifying Expectations, Benchmarks, and Trends - For example: What do your audience and stakeholders expect, what are the competitive benchmarks of your industry to compare to, and what are the current trends of your industry.
According to BABOK®, this aligns with the goal of determining what your brand wants to become and what changes are required to realize your business value. In a digital marketing context, this step gives direction and focus to future initiatives by making the desired state measurable, strategic, and actionable, providing a clear target for closing the gap.
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