- 5 cyclical phases
- Data-led decisions
- Signed-off deliverables
The SERMAN method · How we work
Our digital marketing process: strategy first, tactics second
A phased method that turns intuition into measurable decisions. At any moment you will know what we are doing, why, who signed it off and what it is bringing to your business.
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Why a method
Less noise, more direction
Our digital marketing process is a five-phase cycle, diagnosis, strategy, build, activation and improvement, that links every action to a measurable business goal. It exists to make better decisions, faster, and so that you always know what we are doing and why.
Digital marketing offers hundreds of tactics and channels. Without a method it's easy to invest in what's fashionable instead of what your business needs. So we always start by understanding the business: what you sell, to whom, at what margin and what makes a customer choose you.
The diagnosis covers five fronts: your visibility on Google and in AI answers, tracking and consent, your website and its experience, your brand against the competition, and the channels you already use. You receive it as a clear document, with findings prioritised by impact and effort and no filler figures.
Then we work in short cycles. Each cycle leaves lessons that feed the next, so the strategy improves with real data from your market instead of gathering dust in a document. AI speeds up research and production; every deliverable is reviewed and signed off by a member of the team.
AI has a defined role in each phase. In the diagnosis it speeds up the review of data, competitors and content; in the build it prepares drafts and variations; during activation it helps spot patterns and anomalies. What we don't delegate is the strategy, the approval of every piece and the relationship with you. We use settings that keep client information out of model training wherever the tool allows it, and we never enter personal data without a legal basis. The details are in our AI policy.
A SERMAN report is not a dump of charts. It opens with a plain-language summary, sets the agreed metrics against the previous period, explains what moved them as far as the data allows and closes with the decisions we propose. It all rests on reliable measurement. Where a figure has limits, such as the gaps consent leaves or the fact that Search Console's AI report shows impressions only, we say so.
The process has compliance rules too. Before anything goes live we check that the cookie banner lets people reject at the same level as accept, as guidance from Spain's data protection authority (AEPD) requires, that the website is accessible, that chatbots identify themselves as AI and that environmental claims are specific and evidenced, because the EU rules against generic green claims have applied since 27 September 2026.
And everything stays in your systems: accounts, data, dashboards and automations sit in your company's name from day one. If you ever change supplier, you take the documented work with you. See how the process applies to each discipline in our services.
Method
5 cyclical phases
Phase 01 / 05
Diagnosis
We audit your visibility in search and AI answers, your tracking and consent, your website, your competitors and your market. We start from data, not assumptions.
- 360° audit
- AI visibility
- Tracking review
Phase 02 / 05
Strategy
We define goals, audiences, messages, channels and budget in a phased roadmap, prioritised by impact and agreed with you.
- Phased plan
- Agreed KPIs
- Measurement plan
Phase 03 / 05
Build
We prepare the foundations: website and landing pages, consent-aware tracking, content, creative and automations ready to scale.
- Website & landings
- Tracking & dashboards
- Content & creative
Phase 04 / 05
Activation
We launch campaigns, publish content and switch channels on with controlled experiments and a named owner for each one.
- Live campaigns
- Editorial calendar
- A/B tests
Phase 05 / 05
Measure & improve
We measure, learn and shift effort towards what works. Each cycle starts with what the previous one taught us.
- Reports with insight
- Ongoing optimisation
- Next cycle
Coordination
Rituals that keep us on course
Strategic kick-off
A kick-off session to align goals, priorities, access and owners from day one.
Regular check-ins
Meetings at whatever cadence the project needs to review progress, blockers and next steps.
Shared data dashboard
A dashboard with the agreed indicators, available to your team at any time.
Reports with insight
Every report explains what happened, why and what we'll do next. Conclusions and decisions, not just charts.
Decision log
We record what we decided, on what evidence and who approved it, so anyone on your team can follow the thread.
Quarterly review
Every quarter we analyse results, update priorities and decide where to invest in the next cycle.
Principles
What we don't compromise on
Measure before you invest
Without reliable tracking there is no optimisation. Every channel is measured with the same criteria so results can be compared honestly.
AI with human review
AI speeds up research, production and automation; decisions and quality are signed off by a person.
Compliance by default
Cookies in line with AEPD guidance, Consent Mode v2, accessibility, AI transparency and evidenced environmental claims, built in from the start.
Learn fast
We test clear hypotheses with small investments before scaling what proves itself.
No shortcuts
No invented figures, fake reviews, bought links or guaranteed rankings. If it wouldn't survive scrutiny, we don't do it.
Explain every decision
We tell you what we do and why in plain language, so the knowledge also stays inside your company.
Frequently asked questions
Frequently asked questions
What is a digital marketing process?
A digital marketing process is an orderly way of deciding what to do, in what order and how to measure it. Ours has five phases repeated in cycles, diagnosis, strategy, build, activation and improvement, and it links every action to a business goal.
Do I have to hire every phase?
No. If you already have a clear strategy we can start directly with the build or activation phase. What we don't recommend is skipping the tracking diagnosis: without reliable data it's impossible to know what works.
What does the diagnosis include?
It reviews your visibility on Google and in AI answers, tracking and consent, your website, your brand against the competition and your current channels. We deliver it as a document with findings prioritised by impact and effort, plus proposed next steps.
How long is each cycle?
It depends on the project and the channels. Paid campaigns allow short test-and-adjust cycles; SEO, GEO and brand need longer cycles to show a trend. We define it together during the strategy phase.
How are results reported?
Through a shared data dashboard and regular reports that include interpretation: what happened, why and what we'll do next. For AI visibility we rely on official sources such as the Search Console and Bing Webmaster Tools reports.
How do you measure AI visibility?
With official sources and our own checks. Search Console's generative AI report, available to every website since 31 August 2026, shows impressions in AI Overviews and AI Mode, though not clicks. The AI Performance report in Bing Webmaster Tools, in public preview since February 2026, shows when your pages are cited in Microsoft Copilot and Bing's AI summaries. We complement both with a panel of representative questions from your sector that we review regularly across the main assistants.
How do you use artificial intelligence in the process?
To speed up research, data analysis, content production and task automation. Everything goes through human review, your data privacy is respected, and the chatbots and agents we deploy identify themselves as AI, as Article 50 of the EU AI Act requires.
Who signs off each deliverable?
A member of the team who is responsible for that part of the project. AI may prepare drafts or analysis, but the person signing off reviews the content, checks the data and answers to you if something isn't right.
What will you never do?
We don't invent figures or testimonials, buy links or reviews, promise guaranteed rankings on Google or in AI assistants, or keep your accounts in our name. If something wouldn't survive scrutiny from a platform or your legal advisers, we don't do it.
Where does regulation fit into the process?
From the diagnosis onwards. We review your cookie banner and consent, website accessibility, transparency in chatbots and synthetic content, and the claims in your ads, and we fix issues before investing. It doesn't replace your legal advisers, but it avoids the most common mistakes.
What happens to the accounts and data if we stop working together?
Nothing is lost. The accounts and data are already in your company's name, and we hand over documentation of everything we built: tracking, automations, dashboards and the decisions taken.
Contact
Let's start with the diagnosis
Tell us about your situation and we'll suggest where to start and what to expect from the first weeks.
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Diagnosis and proposal