Are there hidden gaps in your digital marketing strategy?

It’s easy to assume your digital marketing is working. The ads are running, social posts are scheduled, and reports show traffic is coming in. But even with activity in full swing, your strategy might still be missing key opportunities.

In fact, many businesses are spending time and budget on digital marketing without a clear view of where it’s underperforming, misaligned or simply not needed.

Here’s how to spot the hidden gaps in your digital marketing strategy—and what to do about them.

1. Are you prioritising channels over outcomes?

Running paid ads, SEO and email campaigns is a good starting point. But if you're focusing on activity rather than results, you could be missing the bigger picture.

Ask yourself:

• What role does each channel play in the full customer journey?
• Are you measuring success based on meaningful results, or just clicks and impressions?

A strong strategy should balance short-term performance with long-term value. If your efforts feel disconnected, it may be time to take a step back and review the overall approach.

2. Are you targeting the right audience?

Even well-crafted campaigns can struggle if they’re aimed at the wrong people. Changes in customer behaviour, platform updates or shifting market conditions can throw your targeting off track.

Watch for signs like:

• High bounce rates or low engagement
• Strong reach but weak conversions
• Leads that don’t turn into customers

Refreshing your audience profiles and reviewing how your platforms use targeting data can help increase campaign relevance and impact.

3. Are you creating content with purpose?

Publishing content regularly is good, but without a clear reason behind it, results can be hit or miss. Ask whether your content supports your wider goals and customer journey.

Try mapping it to each stage:

• Awareness: Are you attracting interest with helpful, relevant resources?
• Consideration: Are you building trust with useful guidance or proof points?
• Decision: Are you making it easy for people to take action or choose you?

If content feels disconnected from the buyer journey, it may not be contributing to real growth.

4. Are you optimising for mobile and user experience?

Many visitors now experience your brand through a phone screen. If that experience is clunky, slow or confusing, you risk losing them before they ever engage.

Ask yourself:

• Does your site load quickly on mobile?
• Is the content easy to read and navigate?
• Are your calls to action visible and user-friendly?

Even small improvements in usability can lead to better engagement and higher conversions.

5. Are you measuring what really matters?

Metrics like page views, likes and clicks can look impressive, but they don’t always reflect impact. The most valuable data connects your marketing activity to business outcomes.

Focus on metrics such as:

• Cost per qualified lead
• Customer lifetime value
• Conversion rates by channel
• Return on ad spend or email engagement

If your reports are heavy on data but light on insight, it’s worth reviewing what you're tracking and why.

6. Are you reviewing strategy regularly?

Digital marketing moves quickly. What worked last year might not be as effective now. It’s important to check in on your strategy regularly and make sure it still fits your goals.

Areas to review:

• Channel performance and ROI
• Audience needs and behaviour
• Budget use and allocation
• Campaign relevance and creative performance

You don’t need a full overhaul each quarter. Small, regular adjustments help keep your marketing focused and effective.

Final thought: the gaps can be fixed

If you think there are blind spots in your digital marketing, that’s not a problem. It’s an opportunity.

Many brands grow their strategies over time without stepping back to review them. A few focused changes can bring better results across the board.

At Method, we deliver digital marketing that works.

If you’re unsure whether your digital strategy is actually generating an ROI, we can help you cut through the noise, spot the gaps and refocus your efforts where they matter most. 

Get in touch to find out how we can make your marketing clearer, smarter and more effective.