Business and Digital Strategy Assignment 2022

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)
Scori
ng
Comments
Business and Digital Strategy
The company is aware of the need for a
digital strategy and its likely impacts
4 Yes
Critical digital capabilities are built into the
business plan and marketing plan
4 Yes
Digital marketing strategy and plan
established and being implemented
4 Yes
Business plan and marketing plan are
primarily focused on digital business
4 Yes
Digital strategy is aligned with sales,
marketing and operational objectives
4 Yes
Staff have competencies to deploy strategy 4 Yes
Smart digital marketing goals are
established
4 Yes
Has set aside a budget to develop content
(e.g., white papers, eBooks, videos, other
downloadable material, etc.)
4 Yes
Has identified the legal and ethical risks
associated with going digital.
4 Yes
TOTAL (36) 36
Conversions
Can take customer orders online 4 Yes
Website converts at least 1% of web visitors 4 Yes
Can process payments online 4 Yes
Use end-to-end online ordering 4 Yes
Use end-to-end delivery/fulfilment 4 Yes
TOTAL (20) 20 Yes
Online Presence / Website Usability / Creative Design
Has developed and launched a business
website
4 Yes
Customers know who the company is via
profile images and bios
4 Yes
Easy navigation for good user experience 4 Yes
Consistent website formatting 4 Yes
Layout meets best practice (e.g., Responsive
design)
4 Yes
Content is free of spelling and grammatical
errors
4 Yes
Content is easy to read and digest 4 Yes
Readability level is appropriate to audience 4 Yes
Page titles accurately represent content 4 Yes
Strong branding / identity 4 Yes
Web Assets (imagery, content, etc.) 4 Yes
Website has complete ‘Contact Us’ Page 4 Yes
Clear ‘Call to Actions’ Present 4 Yes
© 2017-18 v1.1

DIGITAL STRATEGY / MARKETING AUDIT
Rich media/ video 4 Yes
Clear Terms and Conditions and Privacy
Statement
4 Yes
TOTAL (60) 60
Digital MarketingUses 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
4 Restaurant
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.)
4 Yes
Has directory listings on at least 3 directories 4 Yes
Google Maps shows your business location
and details
4 Yes
Uses online advertising 4 Yes
Uses Google Adwords 4 Yes
Uses search engine results page (SERP) 4 Yes
Uses PPC search marketing / Paid search
campaigns
4 Yes
Uses mobile marketing 4 Yes
Uses video marketing (has a YouTube or
Vimeo channel)
4 Yes
Uses Email marketing 4 Yes
Uses display marketing 4 Yes
Uses online PR 4 Yes
Has integrated online/offline marketing and
promotion activities
4 Yes
TOTAL (84) 84
Content Strategy
Uses content marketing 4 Yes
Content calendar established and executed 4 Yes
Content strategy in place 4 Yes
Sharing options for website users 4 Yes
Uses a variety of content assets (i.e., text, 4 Yes
© 2017-18 v1.1