Digital Strategy & Marketing Consulting

The audit covers the whole system and works from access-level data, not screenshots: GA4 and the tag manager, Search Console, ad accounts, the CRM, social accounts and the content inventory. We also interview each area's owner, because many problems sit in handovers, not settings.

It answers five questions in order. Can the numbers be trusted? Where does demand come from, by channel, market and language? What does each channel cost against the outcome it is credited with? What do competitors do in search, paid, social and AI answers that you do not? What can your current people and suppliers realistically deliver? Findings enter a register with severity, effort, owner and dependency; a broken purchase event outranks a weak headline because it corrupts every decision built on it.

Strategy starts with who buys and how they decide. Sales and CRM data, customer interviews, search demand per market and buyer questions produce a short list of segments, each with its problem, vocabulary, research channels and objections. Positioning then states what you offer, for whom and why it beats the alternatives, per segment and market. This is messaging and proof structure; visual identity is outside the scope.

The channel mix follows explicit rules. Each channel gets a role in the customer journey (create demand, capture demand, convert, retain), an entry condition such as working tracking and a landing page that answers the query, a primary metric and an exit rule stating which result over which period would lead us to recommend cutting it. Channels that fail the entry condition wait.

A KPI tree links the business goal (revenue, qualified leads, booked consultations, trials) to the few metrics that drive it, and those to the channel metrics each executor controls. Every node has a definition, a source and an owner.

Budget allocation is a method, not a number we invent. Starting from the outcome you need and the economics you can sustain (margin, customer lifetime value, sales capacity), spend is split into three layers: proven channels funded to the point of diminishing returns, a fixed test reserve, and demand creation judged over longer windows. Money moves at review points, on agreed triggers.

Governance makes decision rights explicit with a RACI matrix: for each recurring decision one person is accountable, named people do the work, and others are consulted or informed. Underneath sits the measurement plan, specified so that whoever implements analytics can build and verify it.

A typical cadence is a weekly operational check run by executors, a monthly review against the KPI tree where reallocation triggers are applied, and a quarterly strategy review of roadmap, channel roles and positioning. Every review ends with written decisions in a log, so the reasoning survives staff and supplier changes.

International strategy starts with market analysis: demand by country and language, competitors, platform mix, buyer questions, rules on marketing claims and whether you can serve a lead from that market. The output supports a go, wait or no-go decision per market. Operational e-export, logistics, customs and marketplace account operation are not part of the offer.

Language is a strategy decision, not a translation task. Turkish, English, Arabic and Persian audiences trust different proof and use channels differently, so each market gets its own audience brief, keyword map, message hierarchy, budget layer and KPI row. Content in all four languages is produced natively with reviewer approval, with right-to-left layouts planned for Arabic and Persian. For Persian, the realistic search and social audience is usually the diaspora outside Iran.

Google's AI Overviews and AI Mode, ChatGPT search, Perplexity and Gemini summarise options before a click. A strategy therefore decides which questions the brand should be present for, which owned and third-party sources support that, and how presence is checked. GEO (generative engine optimisation) gets its own node in the KPI tree.

We also review workflows such as briefing, content production and reporting, and advise where AI tools fit, what human review each step needs and which data must never enter a third-party tool. This is workflow and governance advice; we do not build AI applications, custom models or automation software.