Digital Marketing Audit Report
[your client name]
 
 
Module and Module Code
 
 

 
 

 
 
 
 

Student name Student ID
 
 
 
 

Lecturer (s) Name
 
 
Date of Submission:

 

Word Count:
 
Executive Summary
Table of Contents
 

1. Situation analysis. Where are we now?

A. Short Business Description

  1. Business Objectives

 What is the overall business objective?

  • What is the objective of digital marketing?

C. Target audience

 Who are the target customers? Demographics, Geographic, Behavioural etc.

  • Who are the most profitable and potentially profitable customers?
  • What are their online behaviours? E.g. search engines / social media networks they use, multi-device consumption, etc.

 Use the persona technique to understand the target audience. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. Use the grid below to define up to 5 buyer personas for your client.
 

Persona names? Characteristics / segment? Motivations, Goals and Needs (Brand, experience)? What we want to deliver?
1.      
2.      
3.      
4.      
5.      

 D. Competitor Analysis

  • Who is the main competitor?
  • How does their digital marketing performance compare across RACE KPIs?
  • What (if any) benchmarks or targets could be derived from the competitor analysis?

 

Criteria Client Competitor 1
Business Name    
URL    
Reach KPIs
q  Site visitors (sessions)
q  Organic search traffic
q  Social audience / reach
q  Search engine visibility
q  Inbound links (Backlink profile)
 
   
Act KPIs
q  Time on site
q  Content interaction (e.g. video views)
q  Landing Pages
q  Website effectiveness
 
   
Convert KPIs
q  Leads / Acquisitions
q  Subscription
q  Download
q  Goal Conversion rates
q  Orders
q  Revenue
q  AOV
 
   
Engage KPIs
q  Recommendation, satisfaction scores, community and email benchmarks
q  Social shares / Likes / comments
   

E. Online Partner Analysis

  • What external third-party sites (referrers) are important in influencing the customer’s purchase decision?
  • Which sites could increase the client’s brand visibility or would be useful to be listed on? E.g. news sites, social networks, review sites, local

 Use the grid below to define the main partners for your client.
 

Publishers/intermediaries/influencers
Example mainstream media, social networks or portals:
·
·
·
 
Niche media sites or social networks:
·
·
·
 
Blogs and individual influencers:
·
·
·
Ratings and review sites:
·
·
 
Other:
·
·
·
 

 F. Digital Marketing Audit
 Provide an audit of your client’s current digital marketing capabilities, channels and performance, covering:
 Website objective and performance

  • Google Analytics
  • Search Engine Optimisation

 Website objective and performance
On the left are typical user actions a customer can take on a website. These are important – they are the key conversion points for a business. In the RACE framework, they are part of the ACT stage and the CONVERT stage – both these broadly fall under the acquisition objective (acquiring new customers).

User Action Evaluation of current site:
·         Clear navigation trail
·         Above the fold
·         Run of site
Recommended improvements:
View offer/promo    
Register for E-newsletter    
Book/purchase    
Where-to-buy/How to buy?    
Download voucher/other    
Sign-up for trial    
Share to Social    
Other    

 Google Analytics Audit
Review the client’s Google Analytics set up to establish if/how they currently measure digital marketing.  Below are a number of examples to get you started – what they should measure ultimately depends on their website and overall business goals.
 1. Current site performance
 Key important metrics across the following Analytics reports:
 Audience

  • Acquisition
  • Behaviour
  • Conversion

2. Goal setup

Review the range of goals, how grouped, where value set up, with funnels where relevant.
 Examples:

  • Email sign-up
  • Setup account on site

3. Advanced segments

Review importance of some standard segments:

  • New visitors vs returning visitors
  • Non-paid search (SEO traffic)
  • Mobile

 Review relevance of non-standard segments

  • Non-brand search (paid or natural)
  • Smartphone vs Tablet
  • Visits from email
  • All social media referrals
  • Visit included view of content marketing asset or landing page

 4. Event tracking
Relevant event types:

  • Carousel/slider on home page
  • Promo call-to-action
  • Content downloaded, e.g. PDF
  • Video played

Search Engine Optimisation

On the left are key SEO criteria. In the RACE framework, they are part of the REACH stage – to ensure high visibility in the search engine results pages (SERPs).

SEO criteria Evaluation of current site:
 
Recommended improvements:
Landing pages    
On-Page optimisation    
Backlink profile    
Domain Authority    
Internal Linking    
Local SEO    
Other    

 G. Digital Marketing SWOT
 Include a digital marketing SWOT that summarises your situation analysis findings including the current use of the client’s digital marketing and channels, in a clear table. 

  Strengths (internal to company):·
·
·
·
·
·
 
Weaknesses (internal to company):
·
·
·
·
·
·
 
Opportunities (Market specific / external):
·
·
·
·
·
·
 
SO Strategies
·
·
·
·
·
·
 
WO Strategies
·
·
·
·
·
·
 
Threats (external):
·
·
·
·
·
·
 
ST Strategies
·
·
·
·
·
·
 
WT Strategies
·
·
·
·
·
·
 

 H. Key Issues Summary
 This is a summary of key strategic initiatives taken from your SWOT analysis. These are clearer if you group these by RACE.

Reach audience

Increase interaction with audience (Act)

Conversion to customers (Convert)

Engage with customers (long-term)

2. Objective setting. Where do we want to be?

Set SMART objectives

 Use the RACE planning framework to set useful, actionable objectives around customer acquisition, conversion, and retention. Clearly demonstrate how the digital marketing objectives will support the overall business objective. Set targets and KPIs for each of the goals – so that you can measure success. The number of objectives depends on the business – choose goals that are relevant to the business, realistic and achievable, and that will help improve your client’s digital marketing performance. Underneath, briefly explain how and why you have chosen these objectives and KPIs, and how these objectives align with the overall business objective.
 Select KPIs that relate to your objectives. Here are some pointers:

  • Consider how you will measure and report using web analytics?
  • Are there other measurement tools and resources needed?
  • What is the process to measure and report?

 Reach (Acquisition)
 Objective:
KPI: 

Act (Acquisition)

 Objective:
KPI: 

Convert (Acquisition / Conversion)

 Objective:
KPI:
 Engage (Retention)
 Objective:
KPI:
 Some Example KPIs to guide your choices.
 

Stage Tracking metrics (useful metrics to track)
 
KPIs
Reach Audience
 
q  Unique visitors
q  New visitors
q  Conversation volume
q  Social audience
q  Search visibility
q  Share of voice
q  Visits (Sessions)
q  Brand / direct visits
q  Organic visits
q  Inbound links
 
Act q  Page engagement rate (bounce rate, duration)
q  No. of pages viewed
q  Content interaction e.g. video
q  Cost per lead
q  Goal value per visit
Convert
 
q  Online sales volume
q  Offline sales volume generated from online
 
q  Average order value
q  Cost per sale
q  Cost per acquisition
q  Subscription
q  Download
q  Goal Conversion rates
q  Orders
Engage customers to retain and grow q  Email list quality
q  Active social followers
q  Lifetime value
q  Customer advocacy
 
q  Email engagement quality (opening / click-through rate)
q  Social shares / likes / comments
q  Return visitors
q  Traffic from social sites

Recommendations
Based on your in-depth digital marketing audit and proposed objectives, provide concluding recommendations and any additional information for client to consider.
 Reference List
Appendices (If Required

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