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Digital Marketing Audit Checklist 2019

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Chimmi Wangmo
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2K views4 pages

Digital Marketing Audit Checklist 2019

Uploaded by

Chimmi Wangmo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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DIGITAL STRATEGY / MARKETING AUDIT

This is a comprehensive checklist for a Digital Strategy / Marketing Audit. Remember, this is just a guide.
The scoring is as follows:
4 = high; 1 = low; 0 = Doesn’t Exist; NA = Not Applicable (if so, state reason)

Scoring Comments
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 the 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.
TOTAL (36)

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
TOTAL (20)

Online Presence / Website Usability / Creative Design


Has developed and launched a business website
Customers know who the company is 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.)
Website has complete ‘Contact Us’ Page
Clear ‘Call to Actions’ Present
Rich media/ video
Clear Terms and Conditions and Privacy Statement
TOTAL (60)
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DIGITAL STRATEGY / MARKETING AUDIT

Digital Marketing
Uses search engine optimisation (SEO) (score for each
bullet point therefore TOTAL = 5 x 4 = 20)
• Appropriate keywords used for website
• On-page optimisation tactics used
• Off-page optimisation tactics used
• Technical issues
• Mobile responsiveness
Uses Social Media (score for each bullet point therefore
TOTAL = 4 x 4 = 16)
• 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
• Minimum two other social media platforms used
(e.g., Twitter account with active tweets and >500
followers; Google+ company page; Google Places
listing; Instagram; Pinterest account active Boards /
Pins, etc.)
Has directory listings on at least 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
TOTAL (84)

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
TOTAL (24)

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DIGITAL STRATEGY / MARKETING AUDIT

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
TOTAL (12)

Customer Interaction
Can capture email addresses at all customer touch-points
There is a frequently asked questions (FAQs) section on
the website
Can receive customer reviews online
Uses a customer relationship management (CRM) system
Privacy issues considered
Customers can contact the company from any page of
the website
Integrated feedback management
Provides web self-service and support
Provides real-time chat for customers
Uses social media for interacting with customers and
addressing issues with products or services
Integrates CRM
Decision-making is based on customer interactions
Uses customer intelligence
TOTAL (52)

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
TOTAL (20)

Mobility
Online services are optimised for mobile devices, and
company provides 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
TOTAL (12)

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DIGITAL STRATEGY / MARKETING AUDIT
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
TOTAL (12)

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
TOTAL (12)

Scoring Comments
Business and Digital Strategy (36)
Conversions (20)
Online Presence/Website Usability/Creative Design (60)
Digital Marketing (84)
Content Strategy (24)
Analytics (12)
Customer Interaction (52)
Supplier Interaction (20)
Mobility (12)
Online Security (12)
Technology and Efficiency (12)
TOTAL (344)

References:

• East Coast Catalyst & ChiefDigitalOfficer.net. The Digital Strategy Audit Checklist. ONLINE:
https://www.chiefdigitalofficer.net/wp-content/uploads/2016/05/Digital-marketing-audit-template.pdf.
• Lightspan Digital. Digital Marketing Audit. ONLINE: http://lightspandigital.com/wp-
content/uploads/2015/01/Digital-Marketing-Audit-by-Lightspan-Digital.pdf
• Mughal, A. 2017, January 16. Pro Tips: How to Audit your Digital Marketing Strategy for 2017. S SEMRush
Blog. ONLINE: https://www.semrush.com/blog/pro-tips-how-to-audit-your-digital-marketing-strategy-for-
2017/
• Queensland Government. Conducting a digital audit of your business. ONLINE:
https://www.business.qld.gov.au/running-business/it/digital-strategy/conducting-audit
• Smiciklas, M. 22 June 2011. 6 Components of a Successful Digital Audit. ONLINE:
http://socialmediaexplorer.com/content-sections/tools-and-tips/6-components-of-a-successful-digital-
marketing-audit/
• WebSavvy Marketing, 2013. Website Audit. ONLINE: http://www.queensu.ca/artsci/sites/default/files/free-
website-audit-report.pdf. [Note: this is an excellent resource which has great explanations of on-page and
off-page optimisation.]

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