In Chapter 5, “Tools: Search Analysis,” we describe some of the tools available to assist in gathering digital insights from search data, and we also highlight the most common uses for such analysis. In this chapter, we dig deeper into how to perform some of these activities and identify where they can be used to support digital strategy development, influence content strategy and planning, and inform advertising messaging and content.
Although analyst firms, agencies, and brands have developed a bevy of digital strategy frameworks, these frameworks all follow a common approach. Digital strategy is a broad term but essentially involves the research, planning, definition, and creation of a go-to-market plan for digital channels, ...
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