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Equinet Academy > Digital Marketing Capabilities Assessment Tool

Digital Marketing Strategy Capability Assessment Tool

Answer 5 questions to measure your digital marketing strategy capabilities.

Step 1 of 2

50%

1. Define digital marketing goals*

Do you have clearly defined objectives for digital marketing?

Passive
• No current activity in this area of research
Initiated

• Some basic digital marketing goals and KPIs set such as website traffic, impression, clicks, leads

Enabled

•	Digital marketing channel (Search, Social, Email, etc.) specific SMART goals and KPIs set and mapped across the entire marketing funnel/user journey and aligned to achieve business objectives

Optimised

• More advanced digital marketing goals (goal funnels, event tracking, engagement, scroll tracking) set up and tracked with digital marketing analytics platforms such as Google Analytics
Ideal

• Offline (call tracking, POS) and online (Apps, website, email) goal tracking integration

2. Research customers, market, and competitors*

Do you have a clear understanding of who your customers and competitors are and your market positioning across all digital channels?

Passive

• No current activity in this area of research
Initiated

• Conduct market and competitor research once in awhile

• Have a rough idea of customer personas (not sketched out yet)
Enabled

• Conduct market research and competitor analysis every now and then

• Have one or more customer personas defined and drawn out

Optimised

•	Documentation of competitors, SWOT analysis, drivers
•	Multi-channel market research
•	Extensive customer persona research conducted (one on one interviews, mass surveys, feedback portal, sales team meetings)

Ideal

•	Conduct market research and competitor analysis on a regular basis with action plans ready to execute on command
•	Tech-enabled customer persona research conducted (feedback prompts across website, social media listening and monitoring tools, digital marketing analytics tools)

3. Develop digital marketing strategy*

Do you have a digital marketing plan and a clearly defined strategy to increase revenue?

Passive

• No clearly defined strategy or plan in place
Initiated

• Some plans exist but have not been reviewed or updated for some time
Enabled

• SMART digital marketing goals and KPIs defined with actionable plans in place

• Some level of integrated marketing across different digital and traditional channels
Optimised

• Digital marketing transformation plan and processes in place

• Comprehensive strategies and tactical plans across most digital marketing channels integrated with offline channels

Ideal

•	Regular review with team meetings to analyse performance and revise strategy accordingly
•	ROI-driven strategies and tactical plans across all relevant digital marketing channels integrated with traditional marketing strategies

4. Implement digital marketing campaigns*

Do you have sufficient resources and capabilities to implement your digital marketing campaigns?

Passive

• No implementation of digital marketing campaigns at all

Initiated

•	One or no digital marketing specialist running some digital marketing campaigns with minimal budget
•	No support from digital marketing agencies or freelancers
•	Some digital marketing campaigns running and bringing in less than satisfactory results

Enabled

•	More than one digital marketing specialist managing digital marketing campaigns with moderate budget
•	Some support from digital marketing agencies and/or freelancers
•	Digital marketing campaigns performing with satisfactory results

Optimised

•	Well structured digital marketing team with T-shaped digital marketing specialist across different digital marketing disciplines (search, social, content)
•	Excellent communication and synergy between digital marketing agencies
•	Digital marketing campaigns performing with optimal results

Ideal

• Full digital marketing transformation across marketing, sales, and business teams

• Scalable systems and manpower in place

5. Evaluate digital marketing performance*

Are you measuring and optimising your digital marketing performance for long term success?

Passive

• No setup of tracking or measuring of digital marketing campaigns at all
Initiated

• Basic setup of digital marketing analytics platforms (e.g. Google Analytics)

Enabled

•	Setup of basic goal tracking (thank you pages, page engagement, goal funnels)
•	Basic dashboards integrating various digital marketing channel performance metrics (e.g. Google Data Studio)
•	Optimisation reports with actionable insights (e.g. A/B testing)

Optimised

• Advanced event and goal tracking across various digital channels and platforms

• ROI-focused team meetings with actionable optimisation plans on a regular basis
Ideal

• Integration of online and offline channels mapped across the entire user journey

• Adoption and good management of advanced analytics technology

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Number

Thank you for taking the Digital Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Capabilities Assessment Tool

Your Capability Score is :
/5
1. Define digital marketing goals

Your score is: /5

Do you have clearly defined objectives for digital marketing?

Setting the right digital marketing goals early will ensure your team will be heading in the right direction. Not setting clear goals on the hand may result in inappropriate allocation of marketing budget and poor deployment of resources, resulting in poor return on investment.
Recommended Courses:
- Digital Marketing Strategy Course
Recommended Services:
- Digital Marketing Strategy Planning Consultation
Recommended Reading:
- 5-Step Digital Marketing Strategy Guide
- How to Define Digital Marketing KPIs
2. Research customers, market, and competitors

Your score is: /5

Do you have a clear understanding and idea of who your customers and competitors are and your market positioning?
Recommended Courses:
- Digital Marketing Strategy Course
Recommended Services:
- Digital Marketing Strategy Planning Consultation
Recommended Reading:
- Buyer personas ebook
3. Develop digital marketing strategy

Your score is: /5

Do you have a digital marketing plan and a clearly defined strategy to increase revenue?
Recommended Courses:
- Digital Marketing Strategy Course
Recommended Services:
- Digital Marketing Strategy Planning Consultation
Recommended Reading:
- 5-Step Digital Marketing Strategy Guide
4. Implement digital marketing campaigns

Your score is: /5

Do you have sufficient resources and capabilities to implement your digital marketing campaigns?
Recommended Courses:
- Digital Marketing Strategy Course
Recommended Services:
- Digital Marketing Strategy Planning Consultation
Recommended Reading:
- 5-Step Digital Marketing Strategy Guide
5. Evaluate digital marketing performance

Your score is: /5

Are you measuring and optimising your digital marketing performance for long term success?
Recommended Courses:
Recommended Services:
- Digital Marketing Strategy Planning Consultation
Recommended Reading:
- 5-Step Digital Marketing Strategy Guide
Take Another Capability Assessment
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