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Exam Digital Marketing (Search Engine Optimisation (Key activities and…

- - - - IT infrastructure
      - Leadership buy in
      - Lack of strategy
  - - - Does the most senior leadership understand the importance of digital and will they support change needed in order to implement effective digital
    - - Does the team have necessary skills in order to implement effective digital marketing activity
    - - Is target audience using digital channels we intend to use and do they have sufficient level adoption to make this viable
    - - Do we have a digital strategy that is in alignment with our overall business and marketing strategy?
    - - Clear guidance, rules, policies and processes in check
    - - Suitable infrastructure, IT and tools, to allow to implement targeted digital marketing
    - - Are measurement frameworks in place to monitor our success
    - - Is the impact of digital marketing directly relatable to financial metrics.
    - - Is a culture of innovation established that allows us to test and learn
- - - - behavioural
      - Contextual
      - Retargeting
      - Data platforms for finding look alike audiences