the importance of a digital audit - trends talk 2013
DESCRIPTION
What is a Digital Marketing Audit, How it can help your business and 6 key components of a successful digital audit (The 6 components originally by MARK SMICIKLAS)TRANSCRIPT
The Importance of aDigital Audit
Trends Talk 2013 – Digital Marketing
James Loveys@jamesloveys
Chris Kane@ckane1991
Presented By
What is a Digital Audit?
“A periodic, comprehensive, systematic, and independent examination of the organization's marketing environment, internal marketing system and specific marketing activities”----Philip Kotler
Definition of a Marketing Audit
Why are they necessary?
Find opportunities Locate Issues Short and Long term goals/solutions Implementation of marketing plans Revisions unreasonable plans/goals
6 Components of a Successful Digital Audit
1. Reach 2. Architecture3. Content 4. Conversion 5. Integration 6. Measurement
Reach
ORGANIC + PAID EXPOSER ACROSS DIGITAL CHANNELS
Organic Search Branded, Category,
Industry
Paid Search Impressions and
Clicks
Email Opens, Clicks,
Bounces
Social Media Likes, Follows,
Subscribers, Views
Architecture
CHANNEL DESIGN, STRUCTURE AND FUNCTIONALITY
Website Usability Presentation Load Times Link Integrity Navigation
Social Channels
Content
PROCESS + ASSETS
Content Strategy
Formats: Text Video Photos Audio Applications
Conversion
TURNING VISITORS INTO CUSTOMERS
The Conversion Funnel
Forms
Clear Call to Actions
Integration
CONNECTION OF ALL ONLINE/OFFLINE ASSETS
Website + Social Media
Cross linking of Social Media
Offline Activities Print, Radio, TV
Measurement
OBJECTIVES, METRICS AND PERFORMANCE
Objectives Awareness, Influence,
Engagement, Action
Metrics/Performance
Reporting Protocols
Sample Digital Audit &Digital Audit Wireframe
James Loveys@jamesloveys
Chris Kane@ckane1991
