Public Relations & Social Marketing Insight

Creating a marketing plan without performing a proper digital marketing audit can cause you to invest in unnecessary initiatives and to overlook gaps in your current strategy. Many marketers forgo performing an in-depth audit because it can be an intimidating and time-consuming process.

Being so closely involved with your marketing on a daily basis often makes it hard to have an objective idea of where you stand. This article will attempt to outline a plan to help you objectively examine your online presence across multiple platforms and help you optimize your efforts using the latest tactics and best practices....

We are all early adopters now,” James McQuivey said to a rapt audience at the recent Forrester Research 2015 Forum for Marketing Leaders. “Welcome to the era of hyperadoption.”

McQuivey, a Forrester VP and principal analyst, defined hyperadoption as rapid and simultaneous uptake of new behaviors. He asserted that in just a few years we'll all be quick to do things that in the past we might have taken longer to try—if we would've even tried them at all—because we thought they were weird or were concerned about trying them.

“But isn't adoption hard?” he asked rhetorically. Consider, he said, how long it took electricity to be adopted. “Yes, people resist a new order of things,” McQuivey said, “even if it's awesome.” But that time lag is shortening. In 1999 Forrester asked consumers, “When will you go online?” Thirty percent of those who said never did so a year later....