List the steps to review information on current and past digital marketing activities and their effectiveness in approximately 250 words. Learners may identify and list any of the following approaches for the development of potential marketing opportunities: Evaluating digital marketing goals: this involves checking the goals set in the past based on digital marketing's current performance. If necessary, revisit these goals to accommodate new objectives, or changes in products or services. This could involve checking the fan base, number of people following the social media page or posts, mentions of the brand on social media, number of positive reviews about the company, actual conversations from social traffic and so on Revisiting the profiles of target consumers: a marketing campaign is usually based on target customers' demographics, interests, and web activities. However, if the company notices another set of consumers showing interest in their product, then the target consumers need to be redefined accordingly in order to capture this new customer data Evaluating digital presence: this is equally important as evaluating the target consumers, as both go hand in hand. For example, a product could be ideal for the 15-18-year-old age group who are most active on Instagram and Pinterest. However, if digital marketing is neglecting these platforms, then these consumers can be missed Messaging strategies: these should be carefully selected, keeping the demographic, political, economic and social conditions of the target market in mind. If the digital marketing message is in line with the customer's expectations, it will increase the levels of engagement with the brand and help build goodwill between company and consumer Checking return on investment (ROI): calculating ROI in digital marketing can be challenging, however, it is possible if two variables are taken into account - the amount invested and financial benefits from the conversations.