Trending December 2023 # Marketing & Ai: Key Takeaways You Need To Know # Suggested January 2024 # Top 18 Popular

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Artificial intelligence is a topic that evokes many opinions and predictions.

I have heard people express concern that AI will take jobs away from humans and an overall fear of the technology.

However, I have also heard countless others, including Paul Roetzer, explain how AI will enhance human knowledge and capabilities.

After attending Marketing Artificial Intelligence Conference (MAICON) this year, I side with the latter.

In July, hundreds of marketers gathered in Cleveland, Ohio at MAICON, to better understand AI and how it will impact them now and in the future.

There were more than 50 speakers from such companies as Facebook, HubSpot, IBM, MIT Technology Review, and Yext.

Below is a recap of some of the information-packed sessions.

Learn Machine Learning

I decided to dive deep into AI by attending a pre-conference workshop that was all about machine learning taught by Jim Sterne, Director Emeritus, Digital Analytics Association.

AI is an umbrella term and is about solving specific problems. Machine learning falls under this umbrella and is where AI is today.

Machine learning is broken into three categories:

Supervised learning.

Unsupervised learning.

Reinforcement learning.

Supervised learning is about statistics and not reason and is focused on helping the machine learn through labeled data.

Unsupervised learning occurs when you don’t know the answer and you want the machine to find patterns in unlabeled data.

Reinforced learning involves looking for an outcome and identifying some answers that are better than others. The following handout sums up the types of learning and other key terms:

For machine learning to work, you need to feed it a lot of data and provide a specific goal. In addition, there needs to be some control.

To put it simply, you have three responsibilities.

Define the problem.

Identify which data might be useful to the machine.

Ask yourself: Does the outcome make sense?

From a practical perspective, machine learning can already help you with many repetitive tasks, including:

Lead scoring

Meeting scheduling

Personalizing content

Inbound email sorting

Social media monitoring

Creating social media messages and ad copy




Identifying anomalies

Become a Marketing AI Pioneer

Although AI is discussed as an up-and-coming technology, our life is currently AI-assisted.

When you talk with Siri on your iPhone or speak with Alexa on your Amazon Echo device, you are activating AI and you are likely using it to make your life easier.

Marketing will be there, too.

Paul Roetzer predicts that within the next 3 to 5 years, everything we do will be intelligently-automated.

The reason?

AI enhances our knowledge and capabilities as humans and as marketers. It helps reduce costs by intelligently automating repetitive, data-driven tasks.

AI also allows marketers to make predictions and creates personalization for consumers.

You can learn more in this guide from the Marketing Artificial Intelligence Institute.

Think of Voice as the New Mobile

If you want to see AI in action today, simply consider voice search.

Mitch Joel, Founder of Six Pixels Group, explained that there is already a significant user base with voice search and it is a great way to get on board with AI.

Voice search is becoming the new smartphone and it is predicted that 30% of searchers will be without a screen by 2023. This growth can be seen with the widespread adoption of smart speakers.

Today, about 1 in 4 Americans over the age of 12 own a smart speaker. These devices are intuitive and easy to use, which is evident in the growing number of people using smart speakers to shop.

Voice technology is going to change accessibility like no other technology before. It will surround you.

Just take Google as an example. Google didn’t just figure out the right answer, it learned you have to be right, fast, and human.

What about content we’re getting on voice assistants?

Right now, we are just barking orders to the assistant. However, as a marketer, there is the potential to create that “killer” app or skill for smart speakers.

Think of voice as the new mobile. It will be the gateway for all technology and in essence, the remote control for life.

Recognize That Machine Learning Is Changing Search Landscape

We have moved well beyond search and are now in the midst of discovery.

According to Duane Forrester, search is what we had over the last 20 years. It occurred when you had an idea and entered something into the search engine.

Now, we are more evolved and use discovery to find our answers.

“Find restaurants near me” is a prime example. Google is starting to use AI in Google Maps, which you can see in the following image from Forrester’s presentation.

You can hold up your smartphone in an area and it will tell you information about what you see. It’s important for businesses to have accurate information.

The customer journey always starts with a question and Google has said they are more concerned about the journey than just the answer. That is where intent marketing comes in.

Overall, marketing strategies have evolved. We went from demographic marketing to psychographic marketing to behavior marketing and now intent marketing.

Intent marketing is based around a question. This information is actionable for marketers. Answer questions yourself through your website.

Then, answer questions everywhere else. Ensure AI-based services like voice assistants and search engines deliver brand verified answers to your customers’ questions.

Other Takeaways

Many speakers echoed the same message regarding the AI of today, which is machine learning.

For machine learning to work effectively, it must be fed data and a lot of it. This technology is already built into many platforms we use.

For example, think of the last email you wrote in Gmail. Did the auto-suggestions seem aligned with how you write? That’s machine learning.

Behavior is always changing, and AI has the ability to change with it.

Instead of fearing what is to come with AI, embrace the new technology and figure out how to use it to become a better search marketer.

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Strategic Marketing Planning Frameworks For Digital Marketing

Strategic Marketing Planning Reviews – Using  simple frameworks to answer ‘where are we now?’

The start to any strategic process must be an appraisal of the current state of play. When answering the ‘where are we now’ question, key activities need to take place. These activities have been enhanced through digital technology and the information explosion that has resulted from the valuable resource that is the World Wide Web. However at the same time, this availability of information and data does not necessarily mean anything unless you can use this information to create insight.

In this post, I will focus on 4 aspects of digital strategy that should be reviewed in the crucial first phase of strategic marketing planning. The majority of this activity you can argue would occur as part of any internal analysis, however in exploring opportunities and threats it is essential to consider these four areas in terms of the wider marketplace, competition and also best practice.

 1. Review of central platform

Reviewing the central platform can be done through some simple frameworks such as the 5S’s or the 10C’s frameworks. Firstly, what is the site hoping to achieve? Is it grow sales, communicate with customers, add value to the customer experience, build brand values or save the organisation (and hopefully the consumer) money.

Appraise the site through its objective (s) and if you are new to an organisation use tools such as the wayback machine to help you view how the site has evolved over time. This historical perspective will allow you do see how not only the design and functionality of the site have evolved but also how priorities for the site have changed over time.

A focus on the 10C’s framework at this early stage can help structure the review of a central platform.

The first thing to note with the 10C’s framework is that at the centre is the Customer, in digital terms I like to widen this to the term ‘ core user’ who is the core user of the site?

If you can develop an accurate profile across core criteria such as psychological, profile and behavioural variables then you can begin to understand the who, what, where, when, how and why questions. This in turn gives you a great starting point in terms of who the site is catering for.

It is interesting to then identify the Corporate culture of the organisation, and a key area to address here is market position and organisational responsiveness. A full Competitor analysis is then required to consider industry best practice and to review key areas of differentiation.  Then come a group of C’s; Convenience, Communication, Consistency, Content, and Customisation.

In reviewing these elements of the framework, ensure that you do this from the customer perspective. One client of mine actually conducted a focus group with existing clients and prospects to get some genuine feedback across these areas. This practice was extremely useful and can yield some interesting results.

The final two C’s are Co-ordination and Control. These are extremely important and very simple things to monitor given the range and sophistication of the various analytical programmes and software that is available.

A key element in any structured development is to understand the starting point. Increasing co-ordination and control are areas that can be benchmarked and continuously monitored through an intervention programme. Key KPI’s in this area are the response rate, update rate and engagement figures.

 2. A review of inbound tools

This aspect covers a review of inbound tools such as SEO and content based platforms including news sites, partner sites and social networks. SEO is, I believe, a specialist skill that should be left to professional SEO experts; however, key things that marketers must consider are keywords and how those keywords translate to traffic to (and conversion within) your site.

It is crucial that your site is working for you and that you analyse traffic using a variant of any of the analytics tools. Social networks although more varied are often more straight forward. Answer the questions which platforms are we using? Which platforms could we be using? And why and then how effective has this activity been? To answer that final question of course would suggest that your social media activity had objectives before you started it. In reality lots of organisations do not, if yours has not then consider what they should be and set SMART objectives for your social media activity.

 3. Review of outbound tools

Outbound tools include email and traditional offline tools. Ensure that you review the effectiveness of your online campaigns. The technology to do this is widely used and extremely useful in terms of reviewing and measuring past performance.

 4. Review of processes

A key test for any online activity is to put yourself in the consumer’s shoes and consider the process of finding or being directed to the website and the process of not just the discovery of the site but also the journey within the site.

Key things to consider in this phase are consistency, clarity and competitiveness. Is the process consistent or are there issues in discovery and functionality? Is the site clear?

Clear in terms of how your journey as the viewer should be and also in terms of look, feel and key messages. This may involve an analysis of both the User Experience (UX) and the User Interface (UI).

Finally is your site different to the competition, this involves the leg work of reviewing the competition and getting to know ‘the way they do things’, but consider your processes in that context. Particularly consider ‘is there anywhere differential can be created?’ and ‘how can we add value to the customer experience?’.

If you conduct a thorough analysis of the above the next phase of the planning process – ‘where do we want to be?’ will become clearer and you will be able to develop some suitable benchmarks against which you can measure the performance of your strategic planning process going forward.

Top 10 Digital Marketing Courses In Aurangabad To Learn Digital Marketing

Digital marketing is a type of marketing that promotes products and services by using the Internet and online-based digital technology such as desktop computers, mobile phones, and other digital media and platforms. Its growth in the 1990s and 2000s revolutionised the way brands and businesses utilise technology to sell themselves.

Demand For Digital Marketing Experts in Aurangabad

Digital Marketing jobs are currently in high demand, and businesses and recruiters are seeking digital marketers and SEO specialists regularly.

The below image shows how popular Digital Marketing jobs in Aurangabad with the result of 1274 available on LinkedIn and will continue to grow.

How to Choose Right Digital Marketing Course in Aurangabad?

The digital world is an ever-changing environment that is ruled by technology. Every business needs a support system to keep them ahead in the game. A digital marketing course can help you understand your digital market better. The growth of the internet and e-commerce means that there is a huge digital market out there that needs to be effectively used. This industry incorporates a number of fields including SEO, PPC, affiliate marketing, and email marketing. Having trained by experts in this field will help in acquiring real knowledge in the field of digital marketing.

Disclaimer: All the digital marketing courses and the information listed were taken from various sources on the Internet and can be changed at the institute’s convenience. We do not take any responsibility if the information mismatches. So please cross-check the information from their website once before you enroll.

Top 10 Digital Marketing Courses in Aurangabad 1. Digital Scholar

Digital Scholar is a famous digital marketing institute in India that offers thorough training in the field. They specialise in offering hands-on digital marketing training with real-world projects and offer agency-based training.

Digital marketing is now a multi-faceted industry with several applications, and it is expected to develop at a high rate in the future. The importance of digital marketing is recognised by Digital Scholar, who guarantees that the necessary training is supplied on time.

You may be curious as to how we go about accomplishing it. On the other side, our educators pave the path. At Digital Scholar, you will be trained by Sorav Jain, an industry-leading specialist with a decade of experience in the digital marketing field. His digital marketing business has a sister company called Digital Scholar.

Students at Digital Scholar benefit from agency-based learning, which offers them an amazing learning experience that will help them in a number of ways.

Digital Scholar also has a terrific faculty, all of them are digital marketing specialists. They can bring a plethora of information and skills.

More than 300 national and international placement firms partner with Digital Scholar. This allows students to interview for lucrative employment at a variety of national and international companies. After all, everyone needs the correct guidance and the right guiding platform, and Digital Scholar provides both to its pupils.

Read on to find out more about the course. Below mentioned course syllabus is the updated course curriculum for the online digital marketing course in Aurangabad;

Course Syllabus

Orientation & Fundamentals of Marketing

Personal Branding

Content Writing

WordPress Management

Search Engine Optimization

Facebook & Instagram Ads

Search Engine Marketing

Email Marketing


Sales Funnels

LinkedIn Marketing

Instagram Influencer Mastery

Social Media Management

Agency Management

International freelancing

Other Customized Modules Unique to Digital Scholar

Making Money Online

Selling And Pitching Tips

International Freelancing

Course Highlights Course Faculty

Train under the direction of Sorav Jain, one of India’s top digital marketing specialists, and his team of seasoned professionals.

Certifications Offered

Digital Scholar offers 20+ digital marketing certifications. These Certificates are industry recognised and have a high value in the Market.

Digital Marketing Certifications

Hubspot Certification

SEMRush Certifications (6)

Google My Business Certification

Search Ads Certification

Google Display Ads Certification

Google Mobile Certification

Shopping Ads Certification

Video Ads Certification

Module Specific Certifications (11)

Companies Where Our Students Are Placed

Digital Scholar has tipped up with the top digital marketing companies.

Digital Scholar’s Placement Partners

Success Stories of Our Students


PPC Campaign Specialist

Arpit Gupta

Cracks 12 LPA

Watch Video

Marketing Executive

Assistant Digital Marketing Manager


Cracks 7.5 LPA

Watch Video


Head of Digital Marketing

Rubia Naseem

Cracks 7.2 LPA

Watch Video

Google Reviews and Ratings Course Duration & Fees

The online course is four months long, & all the modules are covered extensively. The course fee is ₹75,000. Call us at +91-9513632705 for the offer price. Of this, Rs. Four thousand will be spent back on you for a domain, hosting, and marketing budgets for hands-on learning. Here are the upcoming batch details for the online digital marketing course in Aurangabad.

Upcoming Batch Details

Course Duration

4 Months

Course Modules

14+ Modules & 3 Specialization

Course Certificates

20+ Certificates

Training Mode

Live Online Classes

Weekend Batch

Saturday & Sunday

Starts From

22nd July, 2023

Course Fee


Contact Number


Download Brochure

2. Digitalkal

DigitalKal is a digital marketing training company and consultancy. The founders of DigitalKal are professional trainers in digital marketing and academic fields, with expertise spanning over 20 years. They offer courses in digital marketing to students, professionals, entrepreneurs, corporations and freelancers. The aim is to facilitate everyone’s learning and make them proficient in implementing digital platforms.

Course Syllabus

Video Editing

Website Creation using Word press

Social Media Marketing (SMM)

Google Ads (SEM)

Google Analytics

Search Engine Optimization (SEO) 

Course Highlights 

Attend Free Demo Session 

Hands-on Training on all modules of Digital Marketing

Daily Assignments & Interactive Classroom Exercises

11+ Years of Experienced  Trainer

Digitalkal  Completion Certificate

Central Govt. Registered Company

A pool of 25+ trainers

Updated Content from the USA

100% Placement Assistance to our Students for immediate Vacancies in the industry

Get ready for 16 Certifications including Google Ads, Google Analytics, Inbound Marketing, and Email Marketing.

Total 15 + Centers PAN India and growing.

Fastest Growing Network in Digital Marketing Training

Every Student will get (LMS) Lifetime Study Material Access on the cloud

Course Fee

Rs.49,999 + 18% GST 

Address: 1st Floor, HM Complex, Ramghat Rd, opp. Axis Bank, Aligarh, Uttar Pradesh 202301

3. Ingenious Academy

Ingenious Academy Founded by individuals with a deep passion ingenious academy not only teaches but also trains its students to become professionals in their fields. Ingenious Academy proudly stands as an IT training institute for placement. They offer courses in IT and digital marketing fields.

Course Syllabus

Introduction & Basics

Website Development

WordPress CMS – Basic & Advanced Development

Content Creation

SEO – Search Engine Optimization

Google Webmaster

Google Tag Manager

Google My Business

Marketing Fundamentals

Search Engine Marketing

Google Ads

Paid Campaign Project Analytics



Linked In


Social Media Monitoring & Analytics

Influencer Marketing

Mobile And App Marketing

Google AdMob

Digital Asset Management


Affiliate Marketing

Email Marketing

Programmatic Advertising And Adsevers

Google Ad Manager – DFP

Google Adsense

Google Analytics

Course Highlights

Advanced 100% live + On Job Digital Marketing training

132+ Hours Classroom Training Program

Work on live projects

Internship Program

100% Placement assistance

150+ Tie-Up companies

10+ Years Corporate Experienced Trainer

Top and genuine placements providing institute in Aurangabad

All necessary tools, tricks and tweaks in every platform

LMS Platform

Course Duration & Fees

4 months of learning

Address: Ingenious Academy, Plot No.10, Near Matoshri Hospital, Pushpanagri, Central Bus Stand Road, Opposite S T Workshop, Aurangabad – 431001

Phone: +919130016000

4. Ajd’s Academy

The AJD’S ACADEMY was founded by experts to educate a new generation of professionals in their comfort zone. We offer courses in Digital Marketing, Web Development, Website Design, HTML, PHP, CSS, JavaScript and E-Commerce.

Course Syllabus Course Duration and Fees

INR 4000 

Address: Above Union Bank, behind Vivkenand College, Samarth Nagar, Aurangabad, Maharashtra 431001

5. Ewebdigital

As a provider of comprehensive web services, Ewebdigital has expertise in Website designing & development, Digital Marketing, E-commerce solutions, software development and application development. They offer digital marketing training which covers many aspects of digital marketing.

Course Syllabus Course Highlights

Digital Marketing Experts As Faculty

100% Job Assistance

Comprehensive Syllabus

Experience With Live Projects

Industry Recognized Certification

Post Training Support

Course Duration and Fees: INR 4000

Address: Meghmalhar Complex, Above Maratha Hotel Cannought, N 5, Cidco, Aurangabad, Maharashtra 431003

Phone: +91 8983848591

6. Boost Media

Boost Media has been providing reliable digital marketing services. They have a digital marketing course in Aurangabad to learn to turn a business into a success through learning and implementing the digital marketing methods which can boost and provide new business.

Course Syllabus

Digital Marketing Overview

WordPress Blog Website Designing

Keyword Planner (Keyword Research)

Search Engine Optimization (SEO)

Google Analytics & Webmaster Tool

SEO Tools & Auditing Report

Search Engine Marketing (SEM)

Social Media Marketing (SMM)

Email Marketing Using Tools

Content & Blog Marketing

Affiliate Ecommerce Marketing

Lead Generation Campaign

Marketing Strategy For Business

Business Listing

Brand Management

Freelancing Project

Google Adsense

Resume Building

Job Assistance

Course Highlights


Live Training

Address: Office 3, Kalalaxmi Apartment, Samadhan Colony, Kokanwadi, Aurangabad – 431001

Phone: +91-9011170786

Email:  [email protected]

7. Bigmarkeducation

Bigmarkeducation premium Digital Marketing training institute offers customised Digital Marketing courses for those interested in taking their career to the next level through Digital Marketing. They offer a well-structured and comprehensive course content covering all aspects of Digital Marketing

Course Syllabus

Digital Marketing Overview

Keyword Planner (Keyword Research)

Search Engine Optimization (SEO)

Search Engine Marketing (SEM)

Social Media Marketing (SMM)

Content & Blog Marketing

Address: Plot N0.3, Niranjan Housing so., Tilak Nagar, Opp. Gurukul Classes, Behind SBH Bank, Amarpreet to Dargah Road, Aurangabad, Maharashtra.

Phone: +91 9823016554

Email:  [email protected]

8. 360DigiTMG Course Syllabus

Introduction to Digital Marketing

Creation of Website using WordPress

Content Creation – Text, Creatives & Videos

Search Engine Optimization (SEO)

Social Media Marketing (SMM)

Search Engine Marketing (SEM)

Google Analytics

Email Marketing

Conversion Rate Optimization

Affiliate Marketing

Reputation Management

Course Duration and Fees

60 Hours of Intensive Classroom & Online Sessions & Rs. 21,240/-

Address: 360DigiTMG – 1st Floor, Dr Sodhi’s Kewal Care Hospital, Behind Gurudwara, Osmanpura, Aurangabad, Maharashtra – 431005

Phone: +91 9989994319

9. Crelite Technologies

Crelite Technologies is a software development, IT support and digital marketing company in the Tri-State area providing affordable IT and digital services. they have helped companies all over India, mainly in Aurangabad, with their IT needs over the years. They also offer online digital marketing courses with internship opportunities.

Course Syllabus

Website Planning


Search Engine Marketing

Google Analytics

Social Media Marketing

Reputation Management

Email Marketing

Growth Hacking

Course Highlights

Live practical sessions

Google Certification

An internship facility in IT Companies

100% placement assistance

Address: Opp. Lifeline hospital, 2nd floor, N9, Plot. 13 M2 Road Aurangabad

Phone: 8308303340

10. Punk Digital Marketing Academy

Punk Marketing Academy is the first digital marketing training academy in Aurangabad that offers a Digital Entrepreneurship Program, which is exclusively tailored to meet the demands of progressive businesses and corporate. Their Digital Marketing Training course will teach you everything you need to know about digital marketing.

Course Syllabus

Website Creation

Google AdWords


Social Media

Email Marketing

Google Analytics


Content Creation

Address: Pushpa Building, 3rd Floor, Beside HDFC Bank, Nageshawarwadi Road, Nirala Bazar 

Phone: 8080466162



Wishing you the best & Happy digital marketing learning!

Enquire Now


1. What is the best course for digital marketing?

Several different courses are available in the market regarding digital marketing. Some of these courses provide more value, while others do not. Digital Scholar’s 4 Months Online Digital Marketing Course is regarded as the best premium agency styled digital marketing course in India, based on Google reviews of our students.

2. How much can a fresher earn in digital marketing?

Digital Marketing Freshers’ salary is based upon their knowledge, practical applications and certifications done by them. The salary range starts from 10k. But, In Digital Scholar, after completing the course we are offering them 100% placement assistance and their salary package starts from 20,000 to 40,000 based on their performance.

3. How many months is the digital marketing course?

Depending on your chosen online certification course or private institute, the duration of the course can also vary from three months to six months. Digital Scholar’s Online Digital Marketing Course duration is 4 Months.

4. Is digital marketing Easy?

Digital Marketing is easy to learn when compared with other industries. But, it depends on where you learn, how you learn and what you learn. In Digital Scholar, We teach you digital marketing practically with the most updated curriculum consisting of 14+ modules and 3 specializations.

Is It Possible To Do Digital Marketing Without Social Media Marketing?

The business world is moving towards digital infrastructure. Traditional marketing activities are now being replaced with digital marketing activities. We have different segments in the digital marketing mix that help the company target a different set of consumers based on their age, gender, income, profession, desire, interest, habits, and the different types of products that customers buy.

In this article, we will be diving deep into the concepts of digital marketing and social media marketing. We will also be understanding the scenarios in the present in which companies can function without including social media marketing in their digital marketing mix and what the future of social media marketing will be. 

Digital Marketing

Any marketing activity done by the business through digital platforms is known as “digital marketing.” There are three umbrella terms for all digital marketing activities −

Social media marketing

Affiliate Marketing

search engine marketing

Search Engine Optimization

Content Marketing

Email Marketing

Website Marketing

Companies can design a digital marketing mix to derive the benefits of digital media.

Social Media Marketing

Social media marketing is an integral part of the digital marketing umbrella. It’s the marketing initiatives done on social media platforms. Some of the renowned social media platforms in India are Facebook, Instagram, LinkedIn, WhatsApp, Hike, Telegram, YouTube, Mx TakaTak, Omega, and others. Companies can do social media marketing in the following ways −

Sponsor their content on social media platforms like stories and posts for a wider reach.

Build the company’s own social media handle and create organic and entertaining content for the users.

Invest in affiliate marketing done through social media platforms.

Collect data on potential customers through LinkedIn and other social media accounts.

Scenarios in which a company can function without social media marketing in its digital marketing mix are

Unsought products − These are the types of products that consumers would not purchase on their own. The salespeople generally follow the push-selling and aggressive-selling approaches for these products. Examples of such products could be life insurance policies, health insurance policies, fire insurance, funeral plots, and others. In the case of insurance, since there are a lot of terms and conditions, consumers generally prefer going on the website and personally meeting the salespeople before purchasing the product. With these products, companies can avoid social media marketing, but just to give you the current figure Max Life Insurance today has more than 47.3k Instagram followers, SBI Life Insurance has 110k Instagram followers, ABC Life has around 21.6k followers, and others.

B2B products − Here, the companies are selling the products not to end consumers but to businesses. Generally, the cost involved is high, the company is on a contractual basis, and the purchase order is in bulk. For example, a B2C consumer would purchase one laptop for their use, but a B2B customer would purchase 1500 laptops for all their employees working in the organization to maintain a unified system and data protection. Here as well, the customer would prefer email marketing as a form of digital marketing and not social media marketing. Companies need to come to mutual agreements and read all the policy-related documents before making the purchase.

The Future of Social Media Marketing

Today we have around 4.62 billion social media users, and that figure is supposed to reach 6 billion worldwide by the year 2027. Instagram today has the highest number of followers, and most importantly, these social media platforms consist of people from varied age groups, races, ethnicities, professions, religious beliefs, education levels, income statuses, and others. Even in the case of the above-mentioned products, the companies would have to switch to social media marketing in the near future. Consumers, on average, are spending around 2 hours on these social media platforms and are in varied states of mind. Consumers would want to see the brand’s presence as well as the presence of various product categories on social media, and companies should not miss out on opportunities like such.

The question here is not “Is it possible to do digital marketing without social media?” but “Will digital marketing activities be effective without social media marketing?” We can see that only in certain exceptions can the company function without social media marketing. Social media marketing is the lifeline for all fast-moving consumer goods, as well as accessories, clothes, shoes, cosmetics, and others. If the company wants to target the end consumers of the product and the product is used by the consumer in his or her daily life hustle, then social media should be in the company’s digital mix.

Social Media Marketing Audit Template

Social media marketing audit template Audit your social media marketing with our guided template, complete with worked example How will this social media audit template help me and my business?

Every successful marketing strategy starts with a detailed audit. After all, how are you supposed to improve if you don’t know how well you’re currently doing? This is especially true when formulating a social media strategy. The fast-paced nature of social platforms means that you constantly need to review your performance and optimize your posts if you want to become a thought leader in your industry.

Managing social media updates as part of content marketing activities takes time. You want to make sure you are focusing in the right places and getting the returns on your investment. That’s why our Word Doc social media audit template helps you review the effectiveness of your own social media activities, or for your clients. There’s also a full example report included using a fictitious company who are looking for more clients in their sector.

The template includes both blank pages and tables in a workbook format that you can complete, followed by a worked example.

Who is this social media audit template for? How is the audit structured?

The audit template includes:

The main audit template, with blank tables for you to fill in

An example of how a fictitious company – Health Recruitment Ltd. – would complete the template when auditing their company’s social media

We recommend using the social media audit template to conduct top-level analysis that can be presented in a concise format. The example audit can be used to help gauge how you can use the template to apply to your business, and see how practically you can implement the audit and its findings in your marketing strategy.

The audit includes:

Opportunity: Review your channel performance, competitor benchmarking, governance etc.

Strategy: Define key objectives, structured around RACE (Reach, Act, Convert, Engage)

Action: Determine what tactics you will use, integration with brand style/tone of voice, and plan social selling and listening actions

At the end of the blank template, we have also included:

An example of a completed audit by fictitious company: Health Recruitment Ltd

Latest updates

This template has been updated in our RACE Growth Process OSA (Opportunity, Strategy, Action) framework to improve usability and integration with your marketing strategy.  It has also been redesigned so that the template and example audit are all within one document for ease of use. An instructional page has also been written for the audit template to guide you through each section if you are only completing a top-level audit of your social profiles.

Resource Details

Author: Miriam Shaviv. Updates provided by Dr Dave Chaffey.

Format: A downloadable Word Doc

Related resources:

We recommend you use this audit alongside our example social media plan template as well as our Social Media Learning Path.

Techniques for measurement of ROI for social media are covered in our module on evaluating content marketing ROI.

About the author

Miriam Shaviv

Miriam Shaviv is Director of content at Brainstorm Digital who is active in creating and managing social media strategies for B2B and B2C clients. Connect to her LinkedIn.

Beginner’s Guide To Content Marketing

Beginner’s Guide to Content Marketing

Content works!

You heard it right.

Now when everyone is in the race, where do you stand when it comes to content marketing efforts?

In this article, we will discuss content marketing and content strategies in detail to help you get the answer to this. In this content marketing guide, you will get answers to:

What is Content Marketing?

Content Types

Benefits of Content Marketing

Creating a Content Marketing Strategy

Content Promotion Techniques

What is content marketing?

In its simplest terms when you market your products & services with content, it is content marketing. But ahead of this simple definition, it has more to offer.

Here, it could be separated into two parts:

Content Strategy

Content Marketing

While content strategy answers your basic questions of what, how, why, and when the content should be created. It also answers the ways it should be managed, updated, and archived.

When it comes to content marketing, it focuses on tactics and execution part. It includes the actual creation of content, its curation, editing and above all its marketing. It could be any type of content that is aimed to educate, update, or entertain.

Content Types

The major content types include:

Blog posts



Guides & White papers


Benefits of Content Marketing

It builds relation: When users spend considerable time reading, listening, or watching content, it builds a relationship with you. Here, you not only manage to provide necessary information to users but also build a rapport with the user. When users consume a lot of content for free, they also try to give back for your efforts. In such a case, you can easily promote your product & services and try to build trust.

Cost-effective manner: Content marketing is not only effective to educate the users but is also a cost-effective marketing method. It costs very less in comparison to traditional marketing methods. Here, you simply need to create a quality piece of content that could rank on the search results page and get traffic for free. With paid marketing, you manage to get the customer on your site for one time, but content marketing helps build relation and trust with customer that helps in the long run.

Word of mouth promotion: When you create quality content it brings more share, this means more people talk about you. This way your quality content gets promoted in the most cost-effective manner and reaches more users. With this, your content may go viral and benefit you over a period of time.

It brings more traffic: Now when your content gets more shares, it brings more traffic for free. Here, you can create content on a regular basis to attract more and more traffic on your site in a cost-effective manner. Furthermore, with more traffic, you get better revenue and profit. Content marketing also gives you the freedom to connect with a highly targeted audience in the most efficient manner that is another benefit of content marketing.

Creating a Content Marketing Strategy

Creating an effective content marketing strategy is the next step you should follow. Here, first, you need to set your goals & mission and decide what you want to get from overall content marketing efforts. In fact, before start writing, you should know & research your target audience. It will help you select the right keywords and content tone for easy communication.

Once you know your goals to achieve you can start working on the content marketing process. Here, you can distribute work to your team and decide what type of content it would be. It could be a how-to guide, tutorial, editorial, checklist, news, or anything else as per your needs.

During the process, you also need to do keyword research using the best keyword research tools. Before publishing the content make sure you proof-read it and made necessary edits before it goes live.

Content Promotion Techniques

Once you have created the quality content next thing you need to do is to promote it. To do this, you can follow multiple channels. It may include:

Search engine optimization (SEO)

Social media marketing (SMM)

Email marketing

Search engine optimization: SEO brings you an opportunity to gain from the efforts in the long run. It is one of the most cost-effective methods that benefit you in the long run. Here, you can perform on-page and off-page optimization techniques to promote and optimize your content for users and search engines. Link building plays a crucial role in overall SEO efforts that not only brings you traffic but also helps you build authority for your domain.

Social media marketing: If you think of promoting content online, then you can’t miss utilizing the power of social media platforms. Here, you can share your content on various social media platforms to spread word about your content, product & services. To do this, you can share content on Facebook, LinkedIn, Twitter, Instagram, Reddit, Flipboard, and other platforms. It not only gives you quick visibility, but it also helps build brand awareness significantly.


Well, knowing the fact that content marketing plays a crucial role in promoting your products & services these days, it becomes important to do it right. It includes knowing the right content types for your business, implementing right content marketing strategies, knowing the right tools, avoiding content marketing mistakes, and more.

Here, we have covered the most important aspects of content marketing to help you understand its usage & benefits. If you have any suggestion or if you are a content marketer, then feel free to share your experience trying different content marketing strategies. It will surely help others too.

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About the author

Dinesh Lakhwani

Behavioural Economics And Digital Marketing

5 powerful nudges that influence human behaviour

Consider the following puzzle:

How much does the ball cost?

The number that many people arrive at is 10p, dividing up £1.10 neatly into £1 and 10 pence. However, the correct answer is 5p (if the ball costs 10p then the total cost will be £1.20 – 10p for the ball and £1.10 for the bat).

Now consider another question:

How many animals of each kind did Moses take into the ark?

This question is commonly referred to as the ‘Moses Illusion’. Moses took no animals into the ark; Noah did.

The incorrect answers many people give to these questions offers just a glimpse into the overwhelming evidence that indicates that one of the underlying assumptions of social science, that humans are generally rational and their thinking normally sound, is flawed.

Many of us believe that we know how our mind works, which often consists of one conscious thought leading in an orderly way to another. However, according to the social psychologist Daniel Kahneman, most impressions and thoughts arise in our conscious experience without knowing how they got there. Therefore, the mental processes that produces impressions, intuitions and many decisions goes on in silence in our minds.

The judgements, choices and decisions we make are therefore not always in our complete control. Sometimes we make decisions in the blink of an eye, whilst on other occasions we follow the crowd or co-operate rather than compete. Recent studies have suggested that over 90% of our decision-making takes place in the subconscious mind.

The mental shortcuts people use to form judgments and make decisions are called heuristics and whilst they work under most circumstances, they can lead to systematic errors known as cognitive biases. The theories of heuristics and biases have been used widely and productively in many fields, including government policy, legal judgement, medical diagnosis and finance. However, for a number of years marketers have been experimenting with behavioural science and economics to better understand and change consumer behaviour.

Introducing behavioural economics

The concept of behavioural economics has grown in popularity and prominence over the last decade. Books including Daniel Kahneman’s ‘Thinking, Fast and Slow’ and Richard Thaler and Cass Senstein’s ‘Nudge’ have captured the public’s imagination.

Many of the theories of behavioural economics can be applied to marketing in a different ways and is something Smart Insights have covered before. Ogilvy have even established a specialist behavioural economics practice called Ogilvy Change which employs ‘Choice Architects’ “to investigate and apply principles from cognitive psychology, social psychology and behavioural science to create measurable behaviour change in the real world”.

5 top nudges

Choice architecture is the practice of designing different ways in which choices can be presented to consumers to ‘nudge’ or steer them towards better decision-making. As mentioned above, many of principles choice architects apply have worked in other fields so we thought we’d pick out five nudges, along with examples, that can be applied within a digital marketing context:


What is it?

This is based on the theory that people tend to value things more highly when they believe they are scarce.

Following the lead of many luxury good marketers, Apple, creates the illusion of scarcity to build up the hype of many of its products to fuel desirability and demand. The stories of limited supplies of iPhones and people queuing for days to get their hands on the latest model live long in the memory.

How is this applied in digital marketing?

Scarcity and urgency is a tactic that’s commonly used within eCommerce, using messages such as ‘limited availability’ or ‘only X left in stock’:


Using the fear of scarcity to drive demand and sales can be considered to be an unethical and manipulative tactic when used irresponsibly. Scarcity should therefore only ever be used in a transparent and positive way, for example by being honest about what stock is left and whether any more is likely to be made available.

The anchoring effect

What is it?

The value of something is often set by anchors or imprints in our minds, which we use as mental reference points that influence our decision-making. The anchors can be completely arbitrary and still have an impact.

Anchoring is particularly common in situations that involve negotiation. For example, when valuing a house, experiments have shown that the listing price, regardless of the ‘real’ value, can have a powerful effect on someone’s own perception of the value.


How is this applied in digital marketing?

In a digital marketing context, anchoring can be seen in the use of subscription plans:

In this example, we can see the different subscription options for Crazy Egg’s heatmap tracking software. There are two factors at play here:

2. The ‘Pro’ plan is priced at $99, setting the anchor against which the value of all the other plans (including ‘Plus’, the ‘most popular’ plan) is compared.

Loss aversion

What is it?

We will often go to greater lengths to avoid the loss of something we already have rather than to gain something new. People can find it twice as painful to lose something they own in comparison to how enjoyable it was to acquire it in the first place.

How is this applied in digital marketing?

It’s no surprise that many companies, such as Netflix, Moz and Dropbox, offer free trials in order to leverage loss aversion.

By giving prospective customers the opportunity to use a product or service for free for a decent period of time, they begin to feel a sense of ownership. Once the trial period has expired, the thought of losing the product, plus the minimal effort it often takes to sign up and pay, means that many people are convinced to commit to a purchase.


What is it?

Years of societal convention have led us to place an often irrational trust in the judgment of experts, even if their judgements are not always correct or moral. A famous example of the obedience of authority is the Milgram Experiment, where 65% of people were prepared to administer a 450-volt electric shock to another person hidden from them just because a doctor told them it was OK.

How is this applied in digital marketing?

The practice of brand endorsement by well-known figures such as sports stars, musicians and other celebrities is a perfect example of how authority can be used to influence customers’ decision-making. Much of Nike’s success within the golfing arena is credited with their decision to associate themselves with Tiger Woods, who at the time was the best golfer in the world.

The paradox of choice

What is it?

Offering customers more choice is not always the best course of action. When we’re paralysed by too many options, the likelihood that we pick the ‘most suitable’ choice is reduced and we procrastinate for fear of making a bad decision. Therefore, when fewer options are presented, there is less chance of making a mistake and decisions are speeded up.

How is this applied in digital marketing?

The paradox of choice is something Smart Insights has covered previously. From an eCommerce perspective, companies like Amazon, Etsy and House of Fraser implement effective filtering techniques to provide the most suitable choices to customers.

A good use of filtering to optimise relevant results can also be seen in this example from Lloyds:

The bank offers nine different credit cards although a consumer arriving at the site might be a little overwhelmed as to which to choose from. Filtering by the cards by different needs states, in this case Balance Transfer, Large Purchase, Everyday spending and Rewards helps to simplify the number of options and help the consumer choose the right option.

Social proofing/ herding

What is it?

The concept of ‘social proof’ was made famous 30 years ago by psychologist Robert Cialdini’s in his book Influence. Social proof describes our tendency to run with the herd and make decisions based on what those around us are doing. We often validate our choices on whether others were following a similar course of action, which is why books are marketed as ‘bestsellers’.

How is this applied in digital marketing?

There are many different ways to leverage social proof online and data from Smart Insights from 2014 indicates that there is a purchase uplift from tactics such as social sharing and reviews.

Ratings and reviews are an excellent way to aggregate sentiment from past purchasers and give prospective customers confidence in the products they’re browsing online. They’re particularly effective when sourced from a large population and managed by a third-party, such as this example from travel site On The Beach, which uses reviews from Trip Advisor:

Another popular social proof tactic uses numbers to convince people that a product or service is popular. Moz makes it very clear that their software is used by tens of thousands of companies:

And this popularity is backed up by massive following some of their guides are receiving which supports the authority they have built up in their field of expertise:

Closing thoughts

Many of the principles of behavioural economics can have a powerful and profound impact on consumer decision-making so it’s therefore essential that the nudges highlighted in this post, and the many others that haven’t been covered, are used ethically. There are examples of websites that use manipulative UX practices that exploit consumers’ cognitive biases and this will only ever erode the relationship between the consumer and the brand in the long run. When Richard Thaler signs copies of ‘Nudge’, he always writes “Nudge for good” next to his name and explains that nudging is like giving people GPS: “I get to put into the GPS where I want to go, but I don’t have to follow her instructions”.

Marketers can take inspiration from the public sector in how to nudge for good. The government utilised status quo bias, the theory that people prefer to carry on behaving as they have always done, for the UK workplace pensions scheme. Nest automatically enrols employees in a workplace pension yet gives them the opportunity to opt out, resulting in a greater take-up than if employees were required to opt in, which takes more time and effort. Through a subtle change in how the choice is presented, the output results in a win-win for everyone concerned.

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