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A digital marketing audit is simply a thorough investigation of all your digital marketing efforts. The performance of all your practices, strategies, ads, and posts is evaluated–giving you an understanding of where your digital gaps and loopholes exist.
A digital marketing audit can provide you with the answers to what you could be doing to improve your ongoing strategy.
A digital marketing audit analyzes your performance across a variety of channels, assessing the following key areas:
- Reach: How effective is your organization’s organic and paid exposure across digital channels?
- Architecture: Are your digital channels well designed, properly structured, and functioning correctly?
- Content: What information you are creating, publishing, and sharing across different digital channels?
- Conversion: Do you have a process in place to “activate” visitors and get them to complete calls to action?
- Measurement: Have you defined digital marketing objectives and key metrics? How do you measure performance?
- Integration: Are all of your online and offline marketing touch points connected?
Digital marketing operations are complex ecosystems that are managed by a combination of full-time staff and vendors. Consider all of the pieces:
- Advertising & Promotion: digital media (search, display / banners, classified, mobile, digital video, lead generation, sponsorships), organic search marketing, content marketing, social media, email marketing
- Websites: copy, images, video / animation, landing pages, microsites, customized experiences, search, live chat, blogs
- Technology: marketing automation, content management, analytics, and data management
- Vendors: even mid-sized digital marketing operations often have 10+ vendors involved in maintenance and optimization
Who needs a Digital Marketing Audit?
Any senior executive who has a vested interest in an organization’s digital marketing performance is a candidate:
- Boards of Directors entrusted by shareholders to guide companies through digital transformation
- CEOs who are increasingly dependent on digital strategies for corporate performance
- CFOs benchmarking their company’s performance and ROI against the competition
- Business Unit Executives conducting strategic planning
- CMOs who are setting budgets and requesting increases
- Entrepreneurs who need to identify cost-effective digital marketing options
- Investors who are evaluating new ventures in marketing technology and digital advertising
What are the Tangible Benefits?
A digital marketing audit uncovers opportunities for cost savings AND performance optimization
- Objective and independent analysis from an experienced firm with no conflicts in the marketplace
- A comprehensive digital marketing framework for organizing resources, measuring performance, and understanding the digital ecosystem
- Competitor and best-practice benchmarking to guide resource allocation and set expectations across the organization
- A digital marketing strategy roadmap for corporate planning, execution, and organizational alignment
