The purpose of identifying the current state in a digital marketing gap analysis (according to BABOK) is to accurately understand how marketing activities are functioning today, and clearly understand what success looks like for your business, in order to determine what must change to achieve the desired outcomes in the future. Thus, Markit engages quickly, professionally, and decisively with its clients in the following processes:

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1. Clarify Overall Business Goals - For example: Increase revenue by 20%, expand to new markets, grow online sales, and build brand awareness.

2. Define Current Digital Marketing Objectives - For example: Grow social media engagement, increase website traffic, generate leads, and improve email conversion rates.

3. Identify KPIs (key performance indicators tied to those goals) - For example:  CTR, conversion rate, ROAS, cost per lead.

 

With a clear understanding of the current state established, rooted in defined business goals, digital marketing objectives, and performance baselines, the foundation is now set for meaningful comparison. The next step is to envision the desired future state, allowing you to pinpoint exactly what needs to change to bridge the gap between where you are and where you want to be.

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Next Step