Tools and frameworks to answer the questions: "How do we compare?" "What does good look like?" and "What should we be delivering online?"
This is a presentation I gave to the Linked In Web Managers Group. I recommend joining this group since it covers a diverse range of topics from web strategy, content management and E-communications Best Practice. They also have regular London meetups and I think there is a US group too.
If you're not aware of it, I've also recently setup a group on Linked for Smart Insights which I naturally also recommend for our discussions of best practice in digital marketing: http://www.linkd.in/smartinsights.
I believe that external and internal benchmarking of your digital marketing capabilities is important for managers reviewing their online strategy since it answers these types of questions:
So benchmarking helps highlight failings which can be worked on, but also shows how we companies can strive to be best-in-breed as they progress towards their goals.
In the presentation I show how companies can benchmark across our Smart Insights PLAN-RACE digital marketing framework.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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