Digital Marketing Audit - the baseline for successful digital strategy

Digital Marketing Audit - the baseline for successful digital strategy

There are five fundamental building blocks when you are assessing your current situation in digital marketing.

Weaving together the audit of these five elements gives you the platform from which to build a relevant, engaging, profitable and sustainable digital marketing strategy:

Organisation Drivers

Strengths, weaknesses, opportunities and threats inside and around your organisation
Assessment of what’s gone before, what worked and what didn’t
Organisation objectives and targets, from which to build your digital targets
Resources available, including budget, people and time
Your Key Performance Indicators (KPIs) and what does success look like to your organisation
Unique Selling Propositions (USPs)
What traditional and offline marketing and communication needs to be integrated with digital
Who are the key stakeholders, sponsors and management for your digital plan
How do you manage reputation and reduce risk

Your People

What staff resource do you have at your disposal
Is there appropriate knowledge and experience in the team or will you need to outsource
What is already in place and working today
Do your online promises and marketing match your actual delivery of product and service
Establish internal cost constraints

Your Technology

What database and customer relationship management systems are in place and are they appropriate
Do you have appropriate privacy and data protection protocols and processes
Which digital tools are already in use and what insights and analytics are coming from them
Do you have a digital dashboard collecting and reporting along the length of the customer journey

World Around You

What competitor activity both online and offline will impact your planning and delivery
Do you know what partner and supplier activity works and what might be piggybacked
Competitor gap analysis can establish opportunities and potential threats
Does your digital planning encompass the entire supply or value chain
What trends and future expectations of the competitor environment are appropriate to factor in

The Big Picture

What are the most appropriate digital tools within your planning timeframe
Have you considered the impact of Politics, Environment, Social, Technological, Legislation, Economic factors
Prioritisation of customer or market segments to identify the reachable and most engaged customer groups
Who are the key influencers in each market segment. This could be associations, media or customers
Do different cultures, locations and languages across customer segments need different sub-plans
What are the key market and customer trends in behaviour, acceptance and expectations

Answering each of these questions in an initial digital marketing audit allows you to set up appropriate and relevant baselines from which to build strategic and tactical plans to achieve your online goals.

Thanks to Adele Cherreson-Cole, Melissa Cullum, Claire Kiermasz, Claire Payne, Polly Rai, Angela Tiller, Phil Wade, Stephen Fairman for their inputs into this list