Digital Marketing Audit and Strategy for Ad Astra Institute, Melbourne

This report provides a comprehensive digital marketing audit for the Ad Astra Institute, an educational corporation in Melbourne, Australia. It begins with an introduction to the importance of digital marketing in today's business environment, followed by an overview of Ad Astra's strategic objectives, including specific, measurable, attainable, relevant, and time-bound goals. The report then examines the key digital platforms used by the institute, such as their website, social media presence (Facebook, YouTube, Instagram, Blogs, Twitter), and e-commerce capabilities. It analyzes the content strategy across these platforms, including the types of content used, its analysis, and the effectiveness of each platform. The report provides comments and recommendations for improvement, addressing issues like miscommunication and website functionality. The conclusion summarizes the findings and emphasizes the importance of digital marketing strategies in achieving the institute's goals and objectives.

Digital Strategy and
Marketing Audit on a
Business

Table of Contents
Introduction......................................................................................................................................1
Strategic objectives of Ad Astra institute........................................................................................1
Key digital platforms ......................................................................................................................2
Kind of content and its analysation..................................................................................................1
Analysing various platforms and their working...............................................................................2
Comment or recommendation..........................................................................................................2
Conclusion ......................................................................................................................................3
REFERENCES................................................................................................................................5
.........................................................................................................................................................5

Introduction
Today, the role of innovation and technology is provide competitive advantage to the company.
therefore, every enterprise required that to focused on these areas and make business successful
in the near future. Digital marketing allows business to directly communicate with its customer
and make design their strategies in an effective manner (Jones and Rowley, Durmaz, 2011). the
present report is based on Ad Astra Institute which is an educational corporation in Melbourne,
Australia. This report will discuss about the digital marketing audit and improve their services in
the near future.
Strategic objectives of Ad Astra institute
Ad Astra is a very effective organization for improving knowledge or skills of every
individual by providing hospitality and cooking education in Melbourne, Australia. Main reason
behind establishment of this institution is to offer numerous of courses for enhancing the learning
of students studying in it as well as interested youngsters. Therefore referred enterprise is going
to adopt various impressive and appropriate strategy of developing the talent of students studying
in this organization. Apart from this, higher authority of a a company wanted to enhance the
overall personality of an individual involving with Ad Astra with the use of number of strategies
and techniques of improvement. SMART target is one of a very appropriate schemes of attaining
goals and objectives of organization by considering necessary factors which influence an
enterprise while running their business (Mihart, 2012). Thus strategic objectives of a select
company in terms of digital marketing strategy is mentioned below :- S (Smart):- Before implementing a market audit an organization needs to be specific and
particular towards their target or objectives so that they can make effective strategies by
acquiring relevant figures and facts. M (Measurable):- After getting aware about their peculiar goal, its time for measuring
the objectives of institute that they are meaningful or not by analysing it properly for
removing any error and obstacles faced by company while performing their task
(Ogunmokun, 2012) A (Attainable):- Thirdly, its time for understanding the motive of institute behind chosen
strategy or scheme so that they can attain it properly by fulfilling the demand of every
student pursuing in this institute.
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 R (Relevant):- Its time for acquiring relevant information and data which is used by
enterprise during decision making process.
 T (Time bound):- At last, they need to measure the time which means its time for
understanding that particular project will be completed in given time frame or not so that
they can act accordingly.
Objectives of Ad Astra institute:- One of major target of a refereed company is to
provide basic knowledge to every students who wants to learn hospitality sector as well as
wanted to improve their cooking skills. Therefore they need to adopt above strategy to
accomplish all their set target and objectives in a minimum duration.
Evidences:- While collecting information and data there are number of evidences and
proofs are available for example past records, social media, feedback from previous students etc.
By concluding this it has been understood that digital marketing is very much appropriate
for uplifting and developing the overall personality of a students or any individuals who wants to
maximize their cooking skills (Tang, 2012).
Key digital platforms
There are various digital media platform can be used by Ad Astra Institute in order to engaging
with its customer. These tools provide opportunity for the organization to communicate and
interact with its customer in an effective manner and sale their products and services. These are:
Website: After revaluation in the IT industry having positive impact on business specially in the
educational sector. Ad Astra Institute having their own website where the customer directly
communicates with company (Katengeza, kello and Jambo, 2011). the cited firm offer all their
services and records available online and sharing with its customer at any time. For example, if
any overseas students want to apply application of regarding their admission. They can apply
online which save cost and time for both.
Social media: The use of social media is growing in the education sector which provide effective
learning for students. Social media plays a prominent role in shaping new way to educate people
in much better way. Today, people and organization connected with different tools such as
Facebook, You Tube, Instagram, Blogs, Twitter and so on. In the context of Ad Astra Institute
that to communicate with its students and make recommendation for any improvement (Lipsman
and et. al., 2012). For example, there are limited course offer by the company to their students.
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But such platform helps to provide platform to students in order to give suggestion for any
further expansion in the existing courses.
E-commerce: This is another platform which helps to increase revenue and sale company’s
product and services in digital form. Ad Astra Institute required that to make transform all
journal, notes, books and other materials in to e- form. These all products they can provide
online. Apart from that they can also conduct online classes where distance learning facilities can
be provided (Malhotra, Birks and Wills, 2013). There are large number of students who not be
able to attend class, such facilities increase their satisfaction level and customer loyalty.
With the help of above given tools and techniques of digital marketing easily achieve
competitive advantage as compare to other educational institutes. For example, if management
feels that their performance going down needs to improvement. They can conduct online survey
and real time tracking about the current activities. Customer provide response in quickly manner
which enabling company and provide must better services to its customer in an appropriate
manner.
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Kind of content and its analysation
Cited organisation has adopted various types of platforms for so they can engage with
their customers. They have pasted pictures on their institute on their official website, it also
contains their address and information about facilities who teach different subjects. They also
have a mobile application which is basically for the use of students. They can get details
regarding their fees and courses which they are studying. But their customers can also get
knowledge about various courses which institute is offering so they can take their decision
accordingly. It contain information about exam patterns and fees of subjects. They use social
media as an advertising platform where they try to convince potential customers by comparing
their institutes with their core competitors. They stated a new programme where they provide a
link in their advertisement, when interested clients will open this link they will directly get
connected to a person who will solve their queries online. They have paste a message ''Chat now''
in their advertisement on social media in order to attract customers. They are not very active on
e-commerce platform but their study material can be booked through their website which will be
delivered at the home of buyer.
In my experience, they are great work by publishing their content on their websites and
application. Advertising played crucial role in increasing their brand value, their online chat
service get appreciation from many customers. They respond to various kinds of messages in
short period of which can be considered as the main reason that people think that it is their
unique feature. Some of the clients said that they asked them very complicated question but their
way of answer was so good that they made them understand all the things. They also raise
another important point that normally websites and application of an institutes is hard to use but
cited company has much better design and representation. Their website and application is easy
to use and it contain more details compared to other internet sites. Their activeness on social
media gives them some extra edge over their competitors.
Their are some issues relating to miscommunication because some customers complain
that website is showing some other detail and in online chatting they get some other information.
They also raised issue that their website and application do not work proper sometime. They
need to address these two problems on priority basis, first they have to update the information on
their app and website so they can resolve problem of miscommunication and at he same time

they have to recruit more people in It department so they can solve above mention issue at he
point of its generation.
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Analysing various platforms and their working
All of their platforms are working as a single unit. Various kind of queries which people
ask through online chatting is analyses by institute and than they post FAQ (frequently asked
questions) on their website so most of the common promotes can be answered without wasting
any time. Their mobile application also work as an e-commerce platform where people can order
study material in just few clicks. Social media provide great assistance to other platform, they
promote them in various form like blinking message which catch attention of potential
customers.
Mobile application can not show all the pictures and other signifiant data so they provide
link of official website which depict all the photos of institute and represent all other important
information which customers want to know about institutes and the courses which they are
offering. They have an arrangement where they deliver their study material to buyer who give
orders online. People who work in e-commerce wing try to get provide them all the information
about their institute and courses, they request them to install their application and visit their
website. They also provide them various links of YouTube where they can see videos of
institute. All platforms work as team and they cooperate with each other.
Comment or recommendation
According to above explained digital platforms that is websites, mobile application,
social media, e-commerce etc. it has analysed that all these methods have a greater impact on a
Ad Astra institute due to their advantageous and beneficial nature. Basically due to usage of
these technique an organization need to conduct various effective plans and policies for
improving their current position in Australian market.
It means with the use of digital marketing strategy an organization can easily perform
their task and activities by fulfilling demands of students which are studying in their
institute(Papasolomou, 2012). In additional digital marketing is very much useful in generating
maximum revenue due by introducing new and advanced technology of learning or enhancement
in learning skills which is used by them in future.
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(Source:- Grading of digital marketing strategy, 2017)
According to this above graph it has been understood that digital marketing strategy is
highly used by Ad Astra because it is very effective and useful in establishing their goodwill at a
marketplace by considering relevant facts and figures. In fact this above graphical representation
express the opinions or views of different service users towards internet promotional activities
adopted by referred organization. Therefore different colours in a graphical representation throw
lights on effectiveness of this strategy which is used by company.
At last it has been analysed that, this institute is one of a largest organization in Australia
which is popular for its impressive schemes adopted by them with consideration of necessary
factors which plays a very eminent role in attaining their goals and objectives.
Conclusion
As per the above mentioned report, it has been concluded that digital marketing strategies and its
significant in the business. the report explained about the key platforms used by the cited
organization in order to meet their strategic goals. The different types of major content used by
Ad Astra Institute for their customers. This report also discussed about different digital media
platform which can be used by them in order to attain competitive position in the market. There
are various issues involves in use of such technology and provide recommendation that how to
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Illustration 1: Grading of digital
marketing strategy

improve their uses at strategic, operational, and tactical level and achieve their short and long
tern goals and target in an effective manner.
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REFERENCES
Books and journals
Jones, R and Rowley, J., Durmaz, Y., 2011. A theoretical approach to the concept of advertising
in marketing. International Journal of Economic Research. 2(6). pp.46-50.2011.
Entrepreneurial marketing in small businesses: A conceptual exploration. International
Small Business Journal. 29(1). pp.25-36.
Katengeza, S.P., Okello, J.J. and Jambo, N., 2011. Use of mobile phone technology in
agricultural marketing: The case of smallholder farmers in Malawi. International
Journal of ICT Research and Development in Africa (IJICTRDA). 2(2). pp.14-25.
Lipsman, Aand et. al., 2012. The power of “Like”. Journal of Advertising research. 52(1). pp.40-
52.
Malhotra, N.K., Birks, D. F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Mihart, C., 2012. Impact of integrated marketing communication on consumer behaviour: effects
on consumer decision–making process. International Journal of Marketing Studies.
4(2). p.121.
Ogunmokun, G.O. and Tang, E.C.H., 2012. The effect of strategic marketing planning behaviour
on the performance of small-to medium-sized firms. International Journal of
Management . 29(1). p.159.
Papasolomou, I and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
SPACE, R. and SPACE, E., 2015. THE ROLE OF E-MARKETING IN ECONOMIC
DEVELOPMENT. Asian Journal of Multidimensional Research. 3(8).
Online
Marketing digital . 2017 [Online]. Available through:<https://www.pitman-training.com/our-
courses/marketing-essentials/>.[Accessed on 13 August, 2017].
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