fbpx

A DIGITAL BRAND AUDIT EXPLAINED

From the Digital Strategists' Desk

The need for a robust digital marketing strategy in your toolbox is greater than ever!

I bet your hearing this term a lot at right now… Everyone with any knowledge or experience in the marketing space wants to help you out, by offering to audit your digital properties and identify the opportunities you could be taking advantage of.

WHAT DOES IT ACTUALLY MEAN?

Historically, brands and businesses have used digital marketing as a tool in their marketing toolbox. One of many! Digital marketing has been treated as something of an afterthought, with more budget being allocated into traditional marketing strategies. This usually includes, TV, print, radio and PR to mention a few.

THE UPRISING OF DIGITAL MARKETING

The world is changing tack and the way they conduct their business is changing. The need for a robust digital marketing strategy in your toolbox is greater than ever! We are moving into a distinctly “digital first” era, with the upsurge in Facebook views, Instagram views, Google search and Pinterest scrolling. Coming out tops is eCommerce and has become an almost essential mechanic for a lot of businesses. And of course, we have all become more than aware of how Zoom has thrived in recent times.

SA COMING OUT TOPS WITH DIGITAL FIRST APPROACH

And here’s the clincher: South Africa is one of the countries that has shown the greatest increase in usage, according to data released by Hootsuite for April. Our usage is up by 50%, versus the global average of 47%. Zoom’s usage shot up to 200 million daily meeting participants in March, and 300 million in April of 2020. While Amazon has seen its customers spending close to $11 000 per second on its products and services.

so where to start?

There you go, that’s 300 million reasons why you should be thinking about digital marketing (or 11 000 reasons per second). So where to begin? We recommend starting with an audit of the following, digital assets your company has to work with:

  • Website
  • Online store or sales channels
  • Social media platforms
  • Email marketing database
  • Content marketing

You will need to assess the functionality, conversion rates, engagement and user volume of each of these digital touchpoints within your business to identify what is working for you, and where you should be spending your marketing budget. Additionally, what is not currently working and needs to be optimised is critical outcome of an audit.

During this period businesses need to be mindful and understanding, where they look to temporarily adjust their pricing models, encourage customers to buy online or to buy at a later stage.

Then you need to look at your content creation capabilities – photos, videos, blogs, articles etc. Where and how are you able to stand out and add value in the online space?

Look at what your competitors are doing, what your industry is doing and/not doing. Identify the opportunities, and go out there and make a splash!!

WE LOVE US A DIGITAL DEEP DIVE

We’re more than happy to guide you through this process, there is nothing we love more than doing a digital deep dive.

Leave a comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.