Digital Audit and Strategy

This document discusses the digital audit and marketing strategy of Kusaga Athletic, an organization focused on sustainable development and eco-friendly fabric. It evaluates their website, social media presence, and consumer persona. Recommendations are provided for improving their digital marketing strategy.

Running head: DIGITAL AUDIT AND STRATEGY
Digital audit and strategy
Name of the Student:
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1DIGITAL AUDIT AND STRATEGY
Table of Contents
Introduction......................................................................................................................................2
Digital Audit....................................................................................................................................2
Consumer persona...........................................................................................................................6
Recommendations............................................................................................................................6
Conclusion.......................................................................................................................................7
Bibliography....................................................................................................................................9

2DIGITAL AUDIT AND STRATEGY
Introduction
Kusaga Athelate is an organization those are known for making the sports apparel for
both men and women. This organization is believed in the sustainable development and to gain
profit through collaboration and communication. The fabric they are using are environment
friendly. Like other companies this company is not about making the cloth and selling them. This
organization is aware about making the new kind of fabric that will be eco-friendly in nature.
The organization is aware about the mission and its customer. The mission of the organization is
to make the positive disruption in the clothing industry in Australia as well as the rest of the
world through implementation of sustainability. This organization has a target market where the
consumers are aware about maintaining the environment.
Digital Audit
Criteria Observations, comments and analysis Rating 1
to 10*
Digital strategy
(please articulate)
The digital strategy of Kusaga Athletic is to bring the
sustainability in the apparel industry through the proper
development of the business and inventing new type of
environmental sustainable fabric.
In order to improve the business of this organization in this
situation, the organization can adopt a digital marketing
strategy to reach out to the most of the consumers. The initial
stage of the strategy is to develop a website which is already
done by this organization withy necessary information.
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3DIGITAL AUDIT AND STRATEGY
Apart from that the organization can conduct online surveys
in order to understand the choices of the consumers. The
newsletter can be sent to the loyal base of the consumers for
the launching of the new products. Apart from that the use of
the social media can be adopted in order to do marketing for
the organization along with spreading the concern regarding
environmental friendliness of the products.
Strategically
consistent,
company-created
brand messages
The brand message of the organization is to develop the
products that will help to bring the sustainability in the
environment. In this situation the organization is focused
about innovation of new type of fabric that will help to
deliver the standard quality cloths along with that the
material of the fabric is environment friendly.
The brand image of the company is about bringing the
sustainability in the nature while doing the business. The
brand image of this organization will help this organization
to get more publicity in the digital platform. People,
nowadays are getting aware about the necessity of maintain
the environment. In this case, Kusaga supports the stopping
of the animal cruelty, use of sustainable fabrics and
promoting vegan concepts in the society. In this case, it can
be said the unique business focus of this organization can
help the company to get the attention of the people.
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4DIGITAL AUDIT AND STRATEGY
Digital tools and
social media used
by the company
The organization is using different digital media platforms
for the promotion of the products. The organization has a
website that contains the mission and vision of the
organization. Apart from that this website contains important
information regarding the doing business of the organization.
Through the website the organization is promoting blog that
tells the recent activities or initiatives taken by the
organization around the world that supports the sustainability
of the nature. Apart from that through the website, it can be
found out that the importance ace of the new fabric is also
mentioned by the organization.
7
Examples of
content shared
The content shared by the Kusaga in their website is
regarding the description and the mission of the company.
The organization has successfully developed their business
objective with a greater objective for the society that is
maintain and protecting the environment. The information
shared in the website provides important information of the
organization and their working process. Apart from that
though the blogs in the website the corporate social
responsibility done by the organization can be known.
However, the digital presence of this organization on the
other digital platform is not sufficient for this organization.
In order to improve the overall business situation for the
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5DIGITAL AUDIT AND STRATEGY
organization the use of different digital tools can be adopted.
In order to understand the acceptability of the digitization of
this organization, digital audit is conducted. From the
analysis it can be said that the organization has the potential
for the further improvement in the digital marketing.
Strategic user
engagement
The user engagement through the website can be successful
as the organization can reach out to the large number of
consumers in a small time span. The content of the website is
enough for the getting to know about the organization and its
business. However, the website is very informative but less
focus was given on the business aspects of Kusaga. Apart
from that other use of social media can be adopted so that the
digital presence of Kusaga can be increased.
The idea of maintain he environment sustainability can make
the consumers interested about buying things from this
organization.
There are certain factors those are responsible for the
engagement of the users. Such factors include the reasonable
price of the product, quality of the products. It can be said
both these factors are maintained by the Kusaga. However,
for some products of Kusaga the price is bit high.
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6DIGITAL AUDIT AND STRATEGY
Consumer persona
The target consumer of Kusaga are the consumers who are aware about the changes in
the environment and are supporting the sustainability for the environment. Apart from that
Kusaga supports the Vegan concepts. This indicates that the fabric they are using is organic and
the products they are manufacturing are sustainable for the environment. The social impact of
the activities of Kusaga are significant. According to this organization business of the
organization needs to create the value for the society. Kusaga considers their consumers as the
part of the change the world needs.
The digital strategy of the organization is targeting the consumers who pay are aware
about maintain the sustainability in the environment. Apart from that the consumer group who
are interested to use organic products are also the possible target consumer base of Kusaga.
The consumer insight will pay a key role in the digital strategy of Kusaga. The consumer
nowadays want more sustainability of the product. Apart from that the promotion of Kusaga as
an environment friendly organization can draw the attention for most of the consumers.
Moreover, the invention of Ecolite fabric by the Kusaga can make many of the consumers get
interested about buying the products from the organization.
Recommendations
Certain steps can be taken in order to improve the digital business strategy of Kusaga. It
has been seen that the business perspective of the organization attracts many of the consumers.
Apart from that making the image of supporting the environmental sustainability will help the
organization to get the large number of consumers. However, in order to improve the digital
business strategy Kusaga has to take up few steps like more presence in the online platforms like

7DIGITAL AUDIT AND STRATEGY
social media and blogs. It has been seen that the presence of the organization is saturated in the
website. The website itself is very informative. However, the digital presence of this organization
is not felt in the other sectors.
In order to improve the communication with the consumers Kusaga can use digital
platforms like Twitter. Through these social media platform Kusaga can announce the launch of
the new products. Apart from that the consumers can give their feedback regarding the products
directly to the organization. This will help Kusaga in further modifications of the products. Apart
from that the launch of the new fabric Ecolite can be promoted through this platforms.
In order to understand the dynamic market situation, Kusaga can use online surveys for
taking the preferences of the consumers. Different type of data warehouse tools can be used for
the soring of the information from the surveys. On the basis of this analysis Kusaga can launch
new products and further modification of the products can be achieved.
Conclusion
The discussion is regarding the digital audit and the marketing strategy of the
organization named Kusaga. In order to understand the digital strategy of Kusaga the website of
this organization is evaluated. Through the website it can be known that the organization is
supporting the environment sustainability through making the environmental sustainable
products. The organization has good base of the consumers. However, in order to expand the
business of the organization, there is a need for the improvement of the digital marketing strategy
for the organization. The website is very informative regarding the Kusaga. However, the digital
presence of this organization on the other digital platform is not sufficient for this organization.
In order to improve the overall business situation for the organization the use of different digital

8DIGITAL AUDIT AND STRATEGY
tools can be adopted. In order to understand the acceptability of the digitization of this
organization, digital audit is conducted. From the analysis it can be said that the organization has
the potential for the further improvement in the digital marketing. However, proper strategy and
the planning is needed for the implementation of the digital strategy for Kusaga.

9DIGITAL AUDIT AND STRATEGY
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