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Digital marketing audit: the benefits of a comprehensive channel assessment
Technological advances and changes in consumer behaviour are rapidly transforming the digital landscape. This forces businesses to regularly review their approaches in order to adapt to these new realities. A digital marketing audit is one of the key tools for this. This allows you to evaluate your company’s position in the online environment and understand how it is perceived by your target audience.
Benefits
A digital marketing audit involves assessing all the digital channels a company uses for promotion. It can analyse the effectiveness of different approaches, identify weaknesses, and suggest improvements.
The optimal time to conduct an audit is before developing a new marketing strategy. The results obtained will form the basis for developing effective tactics. They will also help determine which channels to add or exclude.
Benefits of the assessment:
- highlighting the strengths and weaknesses of the current promotion strategy;
- optimising marketing budgets and maximising return on investment;
- improving key performance indicators and aligning them with business objectives;
- engaging the target audience more effectively;
- increasing conversion rate.
The audit provides marketers with an accurate measure of the effectiveness of each channel. Based on the findings, resources can be reallocated to focus efforts on the most effective areas.
How it is conducted
The audit is conducted for:
- Website: It is important to focus on the performance and functionality of the website. It is necessary to analyse how effectively the site performs its tasks.
- Social networks: This includes analysing various platforms and taking into account the number of users and their level of activity.
- Access: This involves checking the availability of usernames and passwords for the various services that marketers use.
- Chain of command: It analyses which specialist is working on a particular task and assesses their roles and authority.
A comprehensive audit also examines the effectiveness of digital marketing tools, such as SEO, SMM, content marketing, and PPC advertising.
The main elements of the assessment
- Quantitative review. This determines how well the strategy is working. This uses various metrics, such as CRM reports and order data.
- Qualitative evaluation. It analyses website design and user experience (UX), as well as the relevance of social media content and marketing messages to users.
- Competitor analysis. This reveals competitors’ approaches and allows you to compare them with your own.
- Accessibility. It assesses how easy it is for consumers to find and use a channel to interact with the company.
When conducting an audit, it is important to assess the team’s resources in terms of relevant skills. It is also necessary to analyse whether employees will be able to solve tasks of varying complexity, both now and in the future.
Channel audits should focus on consumer convenience. This is particularly important for websites, as these are how users obtain information about companies. The most essential factors are an attractive design, straightforward navigation, and quick access to the right information.
In addition to the website, content evaluation is also necessary. Firstly, publications must be relevant to the target audience. It is also important to tailor materials to the specifics of each channel on which they are published.