<p class="isSelectedEnd">I think businesses should look beyond the ability to run advertisements or publish social media posts. A good marketing strategy should begin with understanding the business, its customers and its commercial objectives.

<p class="isSelectedEnd">It can be useful to ask how the marketer approaches targeting, lead generation, conversion tracking, campaign optimization and reporting. Businesses should also understand which metrics will be used to evaluate performance.

<p class="isSelectedEnd">The background of Gopal Verma Digital Marketer provides an interesting example because his professional profile connects digital marketing with sales, business development, performance marketing and growth consulting. This broader perspective can be useful when marketing activities need to connect with an actual sales process.

A Performance Marketing Expert or Digital Marketing Expert should ideally be able to explain not only what campaigns are being run, but also why they are being run and how their results will be evaluated.