10. Finding the Commercial Opportunity in Existing Digital Assets

Destination marketing / visitor economy organisation

Using a focused digital diagnostic to identify how an established audience, content ecosystem and digital presence could work much harder commercially.

The challenge

1

The organisation already had something many businesses spend years trying to build: a recognised brand, significant digital reach, valuable content and an engaged audience.

The question wasn't how to create more activity. It was whether the digital ecosystem already in place was being used to its full potential — both as a marketing platform and as a commercial asset.

With limited time and resource, the organisation needed an independent view of where the biggest opportunities actually were.

What I did

2

I carried out a focused analysis across the existing digital ecosystem, looking at the website, email, social channels, video, content, PR and influencer activity, paid media and the way data and analytics were being used.

Rather than auditing each channel in isolation, I looked at how they worked together: where audiences were being built, where value was being created, what was underused and where activity wasn't translating into a clear next step.

I then mapped the strongest opportunities against potential commercial models — looking at how existing reach, content, data and relationships could create more value for the organisation and its partners without simply adding more marketing activity.

What changed

3

A relatively small piece of diagnostic work created a much clearer picture of where the digital opportunity actually sat.

It shifted the conversation from ‘what else should we be doing?’ towards ‘how do we get more value from what we've already built?’

The analysis identified where existing assets could work harder, highlighted gaps between audience engagement and commercial value, and provided a clearer set of priorities for future digital investment and partnership development.

It was a good example of how an independent perspective can sometimes unlock more value than another campaign.

TESTIMONIAL

4

“Sue was able to look across our digital activity and very quickly identify opportunities that were difficult to see from inside the organisation. She connected the audience, content and commercial pieces rather than treating digital as a collection of separate channels, and gave us a much clearer view of where to focus. It was a relatively small piece of work that had a genuinely useful impact on our thinking.”

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