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Digital Strategy: Marketing Audit Assignment

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Added on: 2023-02-10 13:59:28
Order Code: MAS4046
Question Task Id: 0
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Business and Digital Strategy

  • The company is aware of the need for a digital strategy  and its likely impacts
  • Critical digital capabilities are built into your business  plan and marketing plan
  • Digital marketing strategy and plan established and  being implemented
  • Business plan and marketing plan are primarily focused  on digital business
  • Digital strategy is aligned with sales, marketing and  operational objectives
  • Staff have competencies to deploy strategy
  • Smart digital marketing goals are established
  • Has set aside a budget to develop content (e.g., white  papers, eBooks, videos, other downloadable material,  etc.)
  • Has identified the legal and ethical risks associated with  going digital.


  • Can take customer orders online
  • Website converts at least 1% of web visitors
  • Can process payments online
  • Use end-to-end online ordering
  • Use end-to-end delivery/fulfilment

Online Presence / Website Usability / Creative Design

  • Has developed and launched a business website
  • Customers know who you are via profile images and  bios
  • Easy navigation for good user experience
  • Consistent website formatting
  • Layout meets best practice (e.g., Responsive design)
  • Content is free of spelling and grammatical errors
  • Content is easy to read and digest
  • Readability level is appropriate to audience
  • Page titles accurately represent content
  • Strong branding / identity
  • Web Assets (imagery, content, etc.)
  • Clear ‘Call to Actions’ Present
  • Rich media/ video
  • Clear Terms and Conditions and Privacy Statement

Digital Marketing

  • Uses search engine optimisation (SEO)
    • Appropriate keywords used for website 
    • On-page optimisation tactics used 
    • Off-page optimisation tactics used 
    • Technical issues 
    • Mobile responsiveness
  • Uses Social Media
    • Social media channels relevant and aligned with  target market and goals of company 
    • Social profiles maintained 
    • Facebook company page with active posts and likes  >100 
    • Twitter account with active tweets and >500  followers 
    • Google+ company page 
    • Google Places listing 
    • Instagram account 
    • Pinterest account active Boards / Pins
  • Has directory listings on at list 3 directories
  • Google Maps shows your business location and details
  • Uses online advertising
  • Uses Google Adwords
  • Uses search engine results page (SERP)
  • Uses PPC search marketing / Paid search campaigns
  • Uses mobile marketing
  • Uses video marketing (has a YouTube or Vimeo channel)
  • Uses Email marketing
  • Uses display marketing
  • Uses online PR
  • Has integrated online/offline marketing and promotion  activities

Content Strategy

  • Uses content marketing
  • Content calendar established and executed
  • Content strategy in place
  • Sharing options for website users
  • Uses a variety of content assets (i.e., text, video, photos,  audio, applications)
  • Really Simple Syndication (RSS) Feed Available


  • Analytic tools set up and used (e.g., Google Analytics)
  • Tracking codes used to measure traffic by campaign and  channel
  • Conversion / goal tracking implemented and monitored

Supplier Interaction

  • Company finds, orders from and pays suppliers online
  • Online ordering and stock control is integrated with  suppliers’ online systems
  • Share customer intelligence and interactions with key  suppliers
  • Use enterprise resource planning (ERP)
  • Has a strong mix of vendors, secured contracts, and  performance assessment in place


  • Online services are optimised for mobile devices, and you  provide support for mobile customers
  • Interact with mobile customers, use mobile devices  within the business, and may allow telecommuting for  staff
  • Uses location-aware and device-aware marketing, mobile  apps and mobile product delivery

Online Security

  • Passwords are changed regularly
  • Have business-wide policies and security processes, including for disaster recovery
  • Have multiple backup systems, security certificates and digital signatures

Technology and Efficiency

  • Online interactions are tracked and managed
  • Use cloud computing, have a software-as-a-service (SaaS) subscription, and track key performance indicators (KPIs)
  • Have scalable online business models, integrated systems and customer intelligence
  • Business and Digital Strategy
  • Conversions
  • Online Presence / Website Usability / Creative Design
  • Digital Marketing
  • Content Strategy
  • Analytics
  • Customer Interaction
  • Supplier Interaction
  • Mobility
  • Online Security
  • Technology and Efficiency

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  • Uploaded By : Katthy Wills
  • Posted on : February 10th, 2023
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