Digital Communications Audit Report for Summerhouse Drinks

This Digital Communications Audit Report provides a comprehensive analysis of Summerhouse Drinks, a UK-based producer of artisan lemonades and craft sodas. The report begins with a situational analysis, including business objectives, a digital SWOT analysis, target audience identification, competitor analysis, and a detailed digital communications audit covering website performance, Google Analytics, SEO, content marketing, and online partner analysis. The report then moves on to objective setting and the establishment of digital communication priorities. The analysis includes SMART objectives focusing on brand awareness and customer acquisition. The SWOT analysis highlights strengths such as advanced technology and customer loyalty, while addressing weaknesses like limited brand recognition and ineffective digital communication. Opportunities such as creating awareness and gaining competitive edge are considered alongside threats such as high competition and website hacking. The report aims to provide strategic recommendations for improving the company's digital communication strategies and achieving business growth.

Digital Communications Audit Report
[Client Name]
CBM805 Strategic Digital Communications
Student Number:
Date Due:
Word Count:

Table of Contents………………………………………………………………………………………i
Digital Communications Audit Report...............................................................1
1. Situational Analysis.....................................................................................1
A. Business Objective...................................................................................1
B. Digital SWOT Analysis..............................................................................1
C. Target Audience.......................................................................................2
D. Competitor Analysis.................................................................................3
E. Digital Communications Audit...................................................................5
• Website Objective and Performance............................................................................5
• Google Analytics Audit.................................................................................................6
• Search Engine Optimisation.........................................................................................7
• Content Marketing.......................................................................................................9
• Online Partner Analysis…...........................................................................................11
2. Objective Setting and Strategy..................................................................12
3. Digital Communications Priorities...............................................................13
Reference List.…..……………………………………………………………………………….14
Appendix………………………………………………………………………………………….15
Digital Communications Audit Report for [Client Name] i

Digital Communications Audit Report
INTRODUCTION
The concept of digital communication consists of the online communication
efforts that are made by an organization in order to enhance the level of profitability,
productivity as well as efficiency within the workplace. The process of digital
communication provides assistance to an organization in chasing competitive
advantage over competitors within the marketplace. It is considered as any sort of
communication that is depended on the utilization of the different kinds of
technologies. There are several digital communication channels and these consist of
email, phone calls, video conferencing and many others. The aspect of digital
communication is considered as a necessity within the business and also forms a
significant part of the digital workplace strategy as well as keep its employees
connected, informed and motivated. Digital communication gives a seamless
experience to the market share as well as stakeholders through removing the
significance for the time-consuming face-to-face interactions that makes it easier for
the market share to reach out to the organisations at a time which is convenient. The
respective process of digital communication allows an organization in the process of
providing a wide number of opportunities and effective as well as more engaging
customer experience that lead to the business growth and development. Within this
project, The Summerhouse Drinks is an organization that is taken into consideration
for demonstrating multiple aspects of this report. The respective organization is a UK-
based company that is considered as a producer of artisan lemonades as well as craft
sodas through making use of all the natural ingredients. It was launched in the year
2015 as a new product range within the organization. The company also offers a wide
variety of soft drinks which are made from all the natural fruits and herbs, some of
which have been grown on the family farm. This project is based on three parts in
which the first part is based on the situational analysis that includes business
objectives, digital SWOT analysis, Target Audience, Competitors Analysis and digital
communication audit. The second part of this project includes objective setting and
digital communication priorities.
Digital Communications Audit Report for [Client Name] 1

Part One: Situational Analysis
A. Business Objective
Business objectives are referred to the specific as well as measurable outcomes
of the organization that it hopes to maintain as its business achieve growth and
development. The management of an organization must track performance in each
part of its business for making sure that whether it is moving in a right direction or
not. Businesses set objectives and aims that help the administration of the respective
organization in the process of decision-making and also permits the company to focus
on the main areas. This becomes significant for an organization such as Summerhouse
Drinks Ltd. to set its objectives and goals which defines the purpose of the company
for conducting business operations in the respective industry. SMART objectives or
goals provide assistance to the given company in guiding them in goal setting. The full
form of SMART is specific, measurable, achievable, realistic and time bound. In relation
to the Summerhouse Drinks Ltd. the company has two main objectives that include
brand awareness as well as enhancing the number of customers. The overall SMART
objectives of Summerhouse Drinks Ltd are given as under:
 Specific: This is the initial factor of the SMART objectives and describes that
the goals of the organization must be specific as well as clear so that the
management of the organization could achieve its objectives in an effective and
efficient manner. In relation to the Summerhouse Drinks Ltd. the company
wants to expand its brand awareness along with enhancing the number of
market share with 5% within a year. Such objectives are significant as they will
facilitate the respective organization in extending the base of the customers
and gaining competitive advantage over competitors within the marketplace.
 Measurable: This is another factor and it is significant for the companies to
have measurable objectives or goals so that the administration of the
organization could track the performance of their business operations and the
business as a whole. In context to present scenario, Summerhouse Drinks Ltd.
has to promote its products as well as associated services for the purpose of
enhancing the brand awareness through making use of both offline as well as
online platforms. In order to increase the number of customers, the company is
required to provide unique and innovative products as well as services or some
discounts so that the potential and new customers of the respective company
could purchase its products which will result in extending the growth and
development of business.
 Achievable: This is the third element of the SMART Objectives and it describes
that the objectives and goals of the organization must be achievable as well as
Digital Communications Audit Report for [Client Name] 2

attainable so that Summerhouse Drinks Ltd. can achieve the success of the
business in further 2 years. In case of the respective company, it has to make
sure that well-defined and set objectives and goals of the organization are
achievable and it also has to put all its efforts for achieving the business
objectives and goals.
 Realistic: This the next element after achievable and it states that this
becomes essential for an organization to recognize whether it is taking the
effective, better, successful and appropriate approach in order to attain the set
objectives and goals. In relation to the Summerhouse Drinks Ltd., the
management of the respective company is to make sure that such objectives
and goals will provide assistance to the organization in improving the
productivity, profitability, efficiency and growth of the business.
 Time Bound: This is the last element of SMART objectives and it explains that
the organization is needed to set the time frame so that the company can attain
the objectives and goals within the set period of time. In the existing scenario,
Summerhouse Drinks Ltd. has to take a time frame of around 6 months for the
purpose of enhancing the brand awareness among the large number of market
share. And, in order to extend the base of customers, the company is needed
the time frame of around 1 year.
B. Digital SWOT Analysis
Strengths
•Using advanced technologies:
Summerhouse Drinks Ltd. is using highly
developed and updated technologies in
order to communicate or interact with
the large number of market share within
the marketplace such as intranet or
social intranet. These kinds of
technologies help the management of
the organization in saving both its time
and cost which results in lowering overall
cost of the business.
•Effective Customer Loyalty: This is
another strength of the respective
organization that it is using the
Weaknesses
•Weak advertising: Summerhouse
Drinks Ltd. has weak advertising as it
does not make effective use of the
different social media platforms,
promotional tools, and other methods to
enhance its brand awareness among the
potential and new market share of the
organization. This results in lowering the
productivity within the organization and
also reducing the number of the
customers towards the business.
• Limited brand recognition: As
compared to its competitors, the
company has restricted brand
Digital Communications Audit Report for [Client Name] 3

marketing tools that support the sales of
the organization and generate
awareness regarding the products and
related services of the company. In such
way, the company maintains effective
customer loyalty through making use of
different communication tools such as
messaging customer relationship
management, Chatbot Software,
customer survey software and many
others.
•Strong network with suppliers: This is
also a major strength of Summerhouse
Drinks Ltd. that the organization has
effective and strong networks with the
suppliers through using effective digital
communication mediums such as web
conferencing tools, social networking and
many more. This helps the company in
maintaining strong connection with the
suppliers for purchasing raw materials
from them.
recognition through offline as well as
online mediums. It is another weakness
within the organization that having
limited brand recognition will not entice
the target market to buy the products
and related services of the organization
time after time and may drive them to
rivalries with a stronger and effective
brand recognition.
• Ineffective digital communication: This
is also a weakness for the organization
that the company is making use of the
ineffective digital communication as it is
not appropriately maintaining its
websites and other channels or mediums
in order to communicate with its
prospective market share. This creates a
problem for the organization in capturing
more and more number of market share
towards the company.
Opportunities
•Create awareness: It is a major
opportunity for Summerhouse Drinks Ltd.
to generate awareness among its
potential as well as new market share for
persuading them to buy the products as
well as services of the company through
using different tools of digital
communication such as various
platforms of social media, online and
offline advertising, digital marketing and
many others.
• Enhance number of market share: It is
another great opportunity for the
Threats
•High Competition: There are several
competitors of Summerhouse Drinks Ltd.
within the respective industry that are
active in the marketplace and capturing
large number of customers in an
effective way towards their organization.
Such competitors are making use of
successful digital communication for
interacting with the customers and grab
their attention towards the products and
services of the company. Hence, it can
be a major threat for the Summerhouse
Drinks Ltd. to overcome these
competitors and gain competitive
Digital Communications Audit Report for [Client Name] 4

respective organization to enhance its
target market through using multiple
channels of the digital communication
like website of the company, online and
offline advertising, public relations, direct
selling and so on. In such way, the
profitability and efficiency of the
organization can be increased.
•Gaining competitive edge: This is also
an opportunity for Summerhouse Drinks
Ltd. to chase competitive advantage
over the competitors within the
marketplace. In order to gain the
competitive edge, the company can
make use of the effective strategies of
marketing with the support of digital
communication as it can get the
information that is given by the
customers or get their reviews and
feedbacks regarding the products and
services used by them.
advantage over them for longer period of
time.
• Understanding use of Advanced digital
communication tools: It is another threat
which is associated with the digital
communication that organization may
face a problem in understanding the use
of advanced technologies of digital
communication. As there is rapid
advancements in the different types of
technologies, the company must gain the
understanding of the application of such
techniques and tools otherwise it can be
a major threat for organization because
other players within the market will
effectively use such digital
communication tools and will try to gain
competitive advantage within industry.
•Website hacking: This is another threat
of the digital communication which might
be faced by the respective organization
while conducting its business operations
within the workplace. Website hacking
can lower down the speed of website of
the company to rank it lower on the
search engine results page and may also
steal the personal information of the
customers. This can be a major threat as
it can reduce the number of market
share towards the respective brand and
also leads to reduce the efficiency of the
organization as a whole.
Digital Communications Audit Report for [Client Name] 5

C. Target Audience
Who are your client’s target customers? Consider who may be the most profitable
customers to focus on. Use the buyer persona technique to understand the target
audience. A buyer persona is a semi-fictional representation of your ideal customer
which can be based on market research and/or real data about your existing
customers. When creating your buyer persona(s), consider including customer
demographics, geography, behavior patterns (social media use, multi-device
consumption), motivations, and goals.
Once you’ve completed your target audience analysis, you should choose ONE target
audience group and complete the subsequent sections of the audit with your chosen
target audience in mind. Use the grid below to define your buyer persona for your
client.
Persona
name?
Characteristics /
segment?
Motivations, Goals
and Needs
What we want to
deliver?
• •
•
•
•
•
•
•
•
•
A creative customer profile board must also be created to help illustrate your
chosen target persona. Please include within the main body of the report or place in
the Appendix at the end.
Digital Communications Audit Report for [Client Name] 6

D. Competitor Analysis
Who are the client’s main competitors? Please identify two. What (if any)
recommendations or targets could be derived from the competitor analysis?
To complete the table below, you should conduct a manual search (Google Incognito)
and use the range of digital tools available: Chrome Browser Extension Tools e.g. Moz
Bar, Moz Link Explorer, SEMrush, Similar Web, Alexa Analytics, etc.
If any of the below information is not available for your client or their main competitor,
please enter ‘N/A’. Later in the audit report, you may wish to make recommendations
to the client based on these findings.
Criteria Competitor 1 Competitor 2
Business Name
URL
Reach
How easy is it to find these
competitors? What kind of
presence do they have online?
• Search Engine Visibility
[conduct an incognito Google
search to see how they rank in
SERPs].
• Social Media Activity/ Followers
Act
How do the competitors
encourage customers to interact?
• Content Interaction (e.g. video
views)
• Landing Pages
• Overall Website Effectiveness
Convert
How easy it is to take action on
the site?
• Subscription
• Download
• Contact Us
Digital Communications Audit Report for [Client Name] 7

Engage
How do the competitors engage
with their customers?
• Customer Reviews and
Recommendations
• Online Scores and Ratings
• Email Sign Up
• Social Shares/ Likes/ Comments
Digital Communications Audit Report for [Client Name] 8

E. Digital Communications Audit
Provide an audit of your client’s current digital communications capabilities, channels
and performance, covering:
• Website Objective and Performance
• Google Analytics
• Search Engine Optimisation
• Social Media Marketing
• Website Objective and Performance
On the left are typical user actions a customer can take on a website. These are
important – they can be the key conversion points for a business. In the RACE
framework, they can be part of the ACT & CONVERT stage.
Conduct a manual search to review these typical user actions. If any of the below user
actions are not available for your client, please enter ‘N/A’. You should make
recommendations to the client based on your findings.
Typical User Action Evaluation of current site: Recommended
Improvements?
View offer / promotion?
Register for E-newsletter?
Book / purchase?
Where-to-buy/How to buy?
Download Voucher/ Other?
Share to Social Buttons?
Other e.g. how clear is site
navigation?
Digital Communications Audit Report for [Client Name] 9

• Google Analytics Audit
Review the client’s Google Analytics profile and put forward an overview and analysis
for each of the main analytics reports: Audience, Acquisition, Behaviour and
Conversion. Remember to use the same date range for each report.
Under each heading, outline 3-5 key metrics/dimensions that should continue to be
tracked in respect of the overall business objectives. Where possible, provide up-to-
date Google Analytics data (e.g. 55.6% of users are female and 44.4% are male).
Remember to provide analytical comment to these sections. For example, if you notice
that one part of the website is performing poorly, how could this be improved? If
something is successful, how could this be sustained in the future?
Current Site Performance
Key important dimensions/metrics across the following Analytics reports:
• Audience
• Acquisition
• Behaviour
• Conversion
• Search Engine Optimisation
Digital Communications Audit Report for [Client Name] 10