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How to approach your digital audit

BEMM782 2024-25

Digital Marketing Planning

Important reminder

This is an individual assignment submission.

Within the seminar groups and lectures we have discussed some of the data and its meaning, and the report structures, in order to support your overall understanding of the client. However, your own individual analysis of the data is required, and your final submission must be solely your own work.

Assignment brief

Please read the module handbook.

The guidance in this deck is to help you approach, structure and present the assignment.

However, you must also read the assignment brief in the assignment handbook for the full details of what is required. This deck is not a replacement!

Please also refer back to the guidance given in lectures and seminars.

Audit structure

Section 1- The current digital audience

Section 2 - The current digital customer journey

2.1 Reach

2.2 Act

2.3 Convert

2.4 Engage

Reference list

Appendix (if used)

Assignment document structure

Important notes on structure

There is no specific page count assigned to any of the subsections – how you allocate the pages is up to you. Your submission will be marked as a whole piece.

The marks are NOT split between section 1 and section 2.

Section 1 is NOT expected to take up half of your document.

How to get started

Start with a blank document and put in the headings, as noted in the assignment brief.

Start by allocating one page to each section. But keep in mind…

The sections will not all end up as the same length!

It is likely that Reach and Act will be longer than Convert and Engage.

This is fine.

However, if you are exceeding two pages for the audience profile, it’s too long.

Section 1 approach

Identify as much as you can about the current digital audience.

• Work through the reports to identify what you know for sure – the social media reports are a good place to start looking.

• Then consider what you might reasonably infer from other reports (eg, website pages of interest).

• Then consider if you can supplement this with information from other sources, such as SparkToro.

Add some insights; and acknowledge any elements for which data is unavailable or unclear.

Consider if the current audience aligns with the audience/s the client actually wants to reach. Is this a valuable audience for them?

Section 1 layout

Suggested options (you don’t need to do both):

• Create a table, with the segmentation variables in one column, and then a column for the client’s data. Or

• Create a persona (one or two) for the audience/s.

Your approach should be determined by what you discover about the audience, and how best to present it. This could be a table with different columns, or a persona or two. Remember to consider space, too!

You do not need to benchmark the audience/s with another organisation. Benchmarking only applies in section 2.