This document outlines a digital marketing audit to be conducted by Christopher Ndungu for Company XYZ. The audit will involve reviewing XYZ's external and internal marketing environments, current marketing strategy, and website. It will analyze XYZ's efforts in areas of reach, persuasion, conversion, and integration. The output will include a client presentation with recommendations and budget proposals, as well as a detailed report. The goal is to identify changes needed to improve XYZ's digital marketing performance.

1. COMPANY XYZ
Digital Marketing Audit
October 2011
By Christopher Ndungu
email mkulima.c@gmail.com

2. 1. External Marketing
Environment
2. Internal Marketing
Environment
the process 3. Marketing Strategy Review
4. Review of current web site
5. Undertake audit
6. Present results

3. scope of the audit
 Reach
 Persuasion
 Conversion
 Integration

4. Comprehensive review of:
 Keyword strategy
 Search engine performance
 SEO strategy
reach  Pay per click campaigns
 Reseller program
 Affiliate marketing
 Email marketing
 Brand
 Banner ad marketing

5. Comprehensive review of:
 Usability
 Navigation
 Page structure
 Design templates
Persuasion  User experience
 Pathways / journeys
 Use of rich media
 Site functionality
 Subscription updates
 Extended services

6. Comprehensive review of:
 Data capture strategy
 Online Forms
Conversion  Tone of voice
 Analytics / reporting
 Back office process
 Database management
 Permission / privacy

7. Audit of web site integration with:
 Offline marketing campaigns
 Online marketing campaigns
Integration  Advertising
 Marketing collateral
 Brand
 Social networks
 Online PR

8. • Client presentation
• audience required
• online
• Copy of slides/ online
video/display ads/articles/social
the output… media engagement
• Detailed report
• Outlining work undertaken
• Key conclusions
• Recommendations
• Budget proposals

9. Implement Changes
Test / Review
and then...
Improve
Test / Review

10. Prepared by Christopher Ndungu
Digital Strategist
Specialities:
•PPC campaign management
•SEO
•SMM
•Mobile Advertising
•Internet research
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