Digital Marketing Audit

1. Assess & analyse the online marketplace and the impact influence of the dynamic digital environment on marketing activity and consumers LO1
2.Develop a conceptual and analytical approach in the planning of digital marketing programmes to an organization and its markets LO2


Secondly, your manager of the chosen organisation has asked you to compile a report
Investigating current opportunities using a digital approach to marketing your products and services. This involves complying a detailed current digital marketing audit of your chosen organisation.

Thirdly based on your current audit results compile a current Digital Marketing plan addressing ONE of the following themes uncovered in your audit which needs to be addressed in your plan
Theme 1 – Acquiring a new customer segment & lead generation & user experience
Theme 2 – Retaining current customers & customer loyalty and enhancing customer/ user experience .
The time scale of the plan is 3 months


The Digital Plan needs to address:
• Setting appropriate SMART objectives (5s framework & RACE elements)
• Setting your strategy. Need to address - customers segments (develop personas) Online value proposition, Integration of tools web, email, social etc.
• Setting SMART objectives and use of appropriate tactical tools (RACE tools & consider customer journeys)
• Examine and address the actions required for the plan to be implemented
• Control & Evaluation i.e., Monitoring Key performance indicators (KPIs) Metrics & alignment to 5s objectives set
Finally, you are required to take into account one legal constraint which may affect ONE digital Marketing activity within your plan.