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Strategy and Performance Reviews

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Digital Marketing - Study Notes:

The importance of reviews

It is vital that you consistently review all work. This helps you to:

  • Maintain the standard of work conducted
  • Ensure adherence to your strategy

Performance reviews are an important part of the strategic process. Before you begin building the strategy, it’s important that the review timelines are set in stone with the teams. You may even need to put reviews in calendars for the year, so everyone clearly knows during what period they are being measured. This should help to ensure that teams are adhering to the guidelines and the strategy set. Everything should be guided by specific timelines, activities, and reviews.

Through consistent measurement, you can identify performance levels and make decisions on them. For example, underperforming content and tactics can be addressed, allowing you to improve content or simply scrap activity that just isn’t working.

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Julie Atherton

Julie is an award-winning digital strategist, with over 30 years’ experience. Having worked both agency and client-side, she has a wealth of knowledge on delivering marketing, brand and business strategy across almost every sector. In 2016, Julie set up Small Wonder. Drawing on her past experience, she now supports a wide range of businesses, from global brands, to educational organisations and social enterprises.She is the author of the book, Social Media Strategy which was a top read chosen by Thinkers360. You can find her on X and LinkedIn.

This guide draws your attention to the specific modules and lessons that you need to focus on to prepare effectively and ensure success in your recertification exam.

ABOUT THIS DIGITAL MARKETING MODULE

Digital Marketing Strategy
Julie Atherton
Skills Expert

This module identifies the core components of an effective digital marketing strategy, and the role AI can play in strategy development. It also explains how to develop an effective budget plan and measure the ROI for digital activities. It covers how to set clear and actionable objectives and measurable KPIs, as well as the key research activities to undertake to guide channel selection and messaging. And it explains how to develop a creative strategy based on campaign research to engage an audience and deliver on campaign goals. The module concludes by explaining how to execute a digital marketing strategy supported by a channel plan, a paid media plan, a campaign action plan, and succinct strategy documentation.