Digital Communications Audit Report

Digital Communications Audit Report

[Client Name]




CBM729 Digital Marketing Strategy


Module Coordinator: Helen Dargie




Student Number: 1701368


Date Due: 15th April 2022


Word Count: 6,568

,Table of Contents

Digital Communications Audit Report .................................................................. 3

1. Situational Analysis......................................................................................... 3
A. Business Objective....................................................................................... 3
B. Digital SWOT Analysis .................................................................................. 3
C. Target Audience ........................................................................................... 4
D. Competitor Analysis..................................................................................... 7
E. Digital Communications Audit .................................................................... 10
1.5.1. Website Objective and Performance ........................................................ 10
1.5.2. Google Analytics Audit .......................................................................... 11
1.5.3. Search Engine Optimisation ................................................................... 18
1.5.4. Content Marketing ................................................................................ 21
1.5.5. Email Marketing ................................................................................... 22
1.5.6. Social Media Marketing .......................................................................... 24
1.5.7. Online Partner Analysis… ....................................................................... 26

2. Objective Setting and Strategy. ..................................................................... 27

3. Digital Communications Priorities ................................................................. 28


Reference List.…..……………………………………………………………………………….31

Appendix………………………………………………………………………………………….38

,List of Tables

Table 1: Swot Analysis ........................................................................................... 3
Table 2: Target Consumer ....................................................................................... 6
Table 3: Competitor Analysis – Fever Tree................................................................. 7
Table 4: Competitor Analysis – Craft Gin Club ............................................................ 8
Table 5: Website Objectives and Performance .......................................................... 10
Table 6: SEO Evaluation and Recommendations ....................................................... 18
Table 7: Recommended Content Titles .................................................................... 22
Table 8: Recommended Email Subject Lines ............................................................ 22
Table 9: Content Calendar..................................................................................... 23
Table 10: Social Media Evaluation and Recommendations .......................................... 24
Table 11: Online Partner Analysis ........................................................................... 26
Table 12: RACE Objectives .................................................................................... 27
Table 13: Digital Communications Recommendations ................................................ 29




Table of Figures

Figure 1: Gender of Visitors ..................................................................................... 4
Figure 2: Age of Visitors ......................................................................................... 4
Figure 3: Aberdeen City Population Pyramid .............................................................. 5
Figure 4: Audience Overview ................................................................................. 11
Figure 5: Audience – New and Returning Visitors ...................................................... 12
Figure 6: Audience – Browser and OS Report ........................................................... 12
Figure 7: Audience – Engagement Report ................................................................ 13
Figure 8: Acquisition – Channels Report .................................................................. 14
Figure 9: Acquisition – Referrals Report .................................................................. 14
Figure 10: Acquisition – Social Traffic ..................................................................... 15
Figure 11:Behaviour – Behaviour Flow Chart ............................................................ 15
Figure 12: Behaviour – Content Drilldown Report ..................................................... 16
Figure 13: Behaviour – Landing Page Report ............................................................ 17
Figure 14: Behaviour – Site Speed ......................................................................... 17
Figure 15: Perceptions of ROI by Digital Marketing Channels ...................................... 29

, Table of Figures

CTA – Call to action
CTR – Click-through rate
DA – Domain Authority
WG’s – Walter Gregor’s
FT – Fever Tree
CGC – Craft Gin Club
GA – Google Analytics
PA – Page Authority
PPC – Pay per click
RACE – Reach, act, convert, engage
SEA – Search engine advertising
SEO – Seach engine optimisation
SERP – Search engine result page
SMART – Specific, measurable, achievable, realistic, timely
SWOT – Strengths, weaknesses, opportunities, threats
USP – Unique selling point