Digital Strategy: Marketing Audit Assignment

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.

Conversions

• 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

Analytics

• 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

Mobility

• 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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