Benchmarking digital marketing Presentation

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.

Why benchmarking your online capabilities matters

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:

• Are we effective+efficient in our digital marketing?
• What is the “size of the prize” - are we tapping into the market effectively?
• How do we compare to direct competitors?
• How do we compare to out-of-sector competitors - we need to know this if we want to be best in breed?
• How can we see where we’re strong and weak through internal data?

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.