Review where your organisation is at with digital marketing and plan how to improve

Quickly review your capabilities in the key digital marketing techniques including SEO, Social Media and more

Digital Marketing Strategy and Planning Toolkit
This guide is part of a Toolkit with 14 other resources. Find out more?

Digital Marketing Benchmarking Templates

 Look Inside

How will these benchmarking templates help me and my business?

Whatever the size of your business, ‘How do we compare to our competitors?’ and ‘What does good or excellence like?‘ are common questions when companies are looking to get more from their digital marketing. Great questions! But how do you know what to compare and how can you structure your review and recommendations?

These powerful one-page templates let you quickly review how well you are currently using the key digital marketing techniques on a 5 point scale for different criteria and so identify the gaps in your current capabilities.

These templates edited by Dr Dave Chaffey and our Expert commentators will help you:

  • Review how well you are currently using the key digital marketing techniques
  • Identify the gaps in your current capabilities
  • Create a plan of how you need to improve

About the Digital Marketing Benchmarking Templates

  • Authors: Created by Dave Chaffey and reviewed by sector specialists
  • Format:  12 page A4 PDF with capability reviews for most of the main areas of digital marketing.
  • Recommended Expert member resource: Digital Marketing Audit – this Excel spreadsheet enables you to complete a more detailed review of your digital communications and experiences. It’s structured using the Smart Insights RACE planning framework.

What are the digital marketing benchmarks

Our benchmark templates use the 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.

The benchmarks cover:

  • Digital Transformation assessment
  • Integrated lifecycle marketing using RACE
  • Digital Analytics
  • Marketing campaign planning
  • Email Marketing
  • Online Customer Experience
  • SEO Capability
  • Social Media Strategy
  • International marketing - website localisation and translation
  • E-commerce

How do I use the capability reviews?

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 defined as each row.

Once you know where you are currently at you can focus your efforts to improve. Use our guides to increase your skills and understanding in the key areas identified by the templates.

Look Inside the Digital Marketing Benchmarking Templates

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Digital Marketing Benchmarking Templates includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

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Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

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The Digital Marketing Benchmarking Templates is available free with Smart Insights Basic Membership, and is a sample of 14 other
in our Digital Marketing Strategy and Planning Toolkit available with Individual and Business Membership

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