05. DIGITAL MARKETING & ADVERTISMENT AUDIT
Assessment of Marketing & Advertising is an evaluation of an organization's communication, creativity, and strategy for reaching target audiences, utilizing various channels such as digital media, translations, public relations, and internal communication.
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01. MARKETING MANAGEMENT
Digital marketing and advertising activities. It involves assessing how effectively the organization plans, organizes, leads, and controls its digital marketing and advertising initiatives to achieve its objectives.
- Do the company has marketing strategy for new products, new markets, promotions, new programs, customer initiatives?
- Is there Marketing tactics available? (Branding). Re-branding, Naming, Identity, Sub-branding, trademark?
- What is the level of knowledge of how to position company competitively in the marketplace is based upon the concepts of customers view as making the company and product unique.
- Does marketing considers the needs of both existing and new customers in product development, promotion, pricing and availability of the product, as well as in positioning, messaging and providing an overall experience, and not just features and benefits?
- Documentation allows to evaluate the success of marketing and advertising expenditures, specifically Return on Investment (ROI) and customer acquisition costs.
- Advertising plan effectively allows my firm to communicate with its intended target market.
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02. TEAM COMMUNICATION
Communication practices and strategies in the context of its digital marketing and advertising activities. It involves assessing how effectively the organization communicates with its target audience, engages users, and delivers its messages through various digital channels.
- Methods of generating repeat sales activities have been planned and implemented.
- Marketing and Sales experts work closely with those developing the business and financial plans.
- Does your organization define marketing communication procedures/guidelines and how to reach your target audience?
- Do you clearly know what are the most effective communication channels that your organization uses to reach your target audience?
- Does your organization ensure that the message of your marketing campaign is consistent across all communication channels?
- Does your organization measure the success of your marketing communication efforts?
- Does your organization use customer feedback and opinions to improve your marketing communication strategy?
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03. TOOLS
Tools and technologies used by the organization to support its digital marketing and advertising efforts. It involves assessing the effectiveness, suitability, and utilization of these tools in achieving marketing objectives and improving overall campaign performance.
- What is the quality level of website development, re-development, adding new content and products on-time?
- Is in place microsites, landing pages strategy for product promotion?
- What is the level of proficient work with Search engine optimization (SEO), and search engine marketing (SEM)?
- Do you use digital marketing tools to analyze and optimize your marketing campaigns? What is the maturity level of their proficient usage?
- Do you determine which marketing automation tools are the best fit for your company's needs?
- What is the level of operations of social media management tools to track and respond to customer inquiries and feedback?
- Can you explain (do you understand) the benefits of using search engine optimization (SEO) tools to improve your website's ranking?
- Do you have the set of favorite creative tools for designing and producing engaging visual and text content?
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04. DOMAIN MANAGEMENT
Management of its domain names. It involves assessing how effectively the organization manages its domain portfolio, domain registrations, and domain-related activities to support its digital marketing and advertising efforts.
- Do your page run on an autoritive domain?
- What is you sever location and quality of system resources suffcient to run optimized and available websites?
- Do you work with backlinks and increasing the amount of referring domains?
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05. CONTENT MANAGEMENT
Creation, organization, and management of digital content. It involves assessing how effectively the organization develops, curates, and distributes content to support its digital marketing and advertising efforts.
- Do you use content marketing? What is the quality of the content you serve to your potential customers?
- Do you have media plan, or an editorial calendar for planning public communication?
- Is the medium through which each content is published well thought out and adapted to each theme and target?
- Did you identify your target audience parameters and developed personas to better serve your communication?
- Does your website/content rank on Google? Do you compare your position against competitors?
- Is your website content in the optimal format? Links, length, readability?
- Is the grammar of your content optimal? Do you use correction tools, software or service providers? What is the quality of your content review?
- Duplicate content can lower your ranking on Google. Is this the case? Do you regularly review your content and apply adjustments?
- Google favors useful content. In your opinion, is your content useful for your target audience?
- Do you think about what benefits does your content bring to your target audience?
- Do you think about what returns do you receive when your content reaches your target audience?
- Do you work wirh unqualified target rate? Do you regularly review visits that has no engagement and are you trying reduce this rate?
- Is know what type of content generates the most traffic on your website?
- Do you know what type of content do you think you need to improve to generate more traffic?
- Do you know who are your competitors in content marketing and what content is most popular with your competitors?
- Do you plan cadence of content publishing to generate the most traffic and return?
- Do you research trends and what new types of content should you consider today?
- What is the quality of using marketing measurement and testing tools? Do these tools regularly give you an information for adjusting your marketing strategy?
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06. ADVERTISMENT
Digital advertising activities. It involves assessing how effectively the organization plans, executes, and measures its digital advertising campaigns to reach and engage the target audience.
- Do you publish and maintain campaigns in social media (pro?les, content, blog and forum posts)? What is the quality of management?
- Do you publish and maintain Email campaigns (landing pages, registration forms)? What is the quality of management?
- Do you organize Webcasts, webinars, web conferences Advertising? What is the quality of management?
- Do you publish in Media (research, planning, placement, tra?c)? What is the quality of management?
- Do you publish in Print (trade publications)? What is the quality of management?
- Do you pubslih Online (banners, directories, Google AdWords)? What is the quality of management?
- Do you publish on Broadcast (TV, radio) Publicity? What is the quality of management?
- Do you use paid campaigns? What is the level of quality of campaigns?
- Is the budget for online advertisement allocated and monthly reviewed campaign results?
- Are your campaigns structured and have realtion logic between words, banners, and content?
- Do you examine your competitors' strategies, offers and budgets, using tools like Semrush?
- Do you have a reference CPC to establish a general keyword list?
- Ad groups must target specific keywords and should not xceed 20 words. What is the quality of your adgroups management?
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07. SEO & KEYWORDS MANAGEMENT
Search engine optimization (SEO) and keyword management. It involves assessing how effectively the organization optimizes its digital assets and manages keywords to improve search engine visibility, increase organic traffic, and drive relevant audience engagement.
- Do you work with paid keywords? What is the quality of your keywords actually?
- Do your main keywords appear in your domain name?
- Do your main keywords appear in your URLs, titles, meta descriptions?
- Do you respect a good keyword density in the body of your texts?
- Do you know which landing pages are the most effective and which ones generate the most leads?
- Do you have any penalties from Google that prevent you from ranking higher?
- Do you compare your website traffic with competitors and analysing source of potential visitor's searching phrases?
- Do you know which blog posts/pages created the most inbound links?
- Do you track on your website issues with duplicate, or plagiated content?
- Do you exactly know the primary and secondary keywords on which you are building site search position?
- Do you know on which key words is your site currently positioned? Are they of quality and are they relevant? Are these keywords in adequacy with your domain?
- Do you understand your market size on Google? How many searches are done in relation to your product category?
- Do you regularly review trending keywords in your market?
- Is it clear what is the user intent behind the targeted keywords?
- Does your site have goof performance results to satisfy users? What is the quality of tracking Web loading time, bounce rate, number of visits, conversion rate, number of visitors?
- Does your site adapt to all screens?
- Are all your URLs accessible and indexable? What's the quality of work with sitemaps?
- Are you regularly cleaning up all your broken links on the website? Internal as well as external?
- Do you maintain issues with redirects?
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08. SEM
Practices and processes related to Search Engine Marketing (SEM). SEM involves promoting websites and increasing visibility in search engine results pages through paid advertising efforts.
- Do you do geographic positioning? What is the maturity level of work with Search Engines in you company?
- Do you work on improvement of your website quality score that improves your ranking?
- Do you have in company established any Search Engine Management and Online campaign optimization tools?
- Do you track and se evolution of traffic-based metrics like impression share, search impression, CTR?
- Do you work with effective SEM strategies and are you trying to adjust your strategy based on changes of the market?
- Do you track and optimizing SEM campaigns to improve click-through rates and conversions?
- Are you measuring the success of your SEM campaigns and adjust them accordingly?
- ¿Haces posicionamiento geográfico? ¿Cuál es el nivel de madurez del trabajo con Buscadores en su empresa?
- ¿Trabaja para mejorar el nivel de calidad de su sitio web que mejore su clasificación?
- ¿Ha establecido en su empresa alguna herramienta de optimización de campañas en línea y gestión de motores de búsqueda?
- ¿Realiza un seguimiento y ve la evolución de las métricas basadas en el tráfico, como el porcentaje de impresiones, las impresiones de búsqueda y el CTR?
- ¿Trabajas con estrategias SEM efectivas y estás intentando ajustar tu estrategia en función de los cambios del mercado?
- ¿Realiza un seguimiento y optimiza las campañas SEM para mejorar las tasas de clics y las conversiones?
- ¿Estás midiendo el éxito de tus campañas SEM y ajustándolas en consecuencia?
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09. SOCIAL MEDIA
Social media marketing and advertising efforts. It involves assessing how effectively the organization utilizes social media platforms to engage with the target audience, build brand awareness, and drive business objectives.
- Do you use a social media campaign strategies? What is the quality level of your strategy application into the reality?
- Do your publications connect with the right audience and are you trying to adjust audience to increase size?
- Are you developing qualified and sustainable relationships via social networks, influencers, and authoritative profiles?
- Do you know what type of content is most shared on your social media and what are the beneficial consequences for the organization?
- Do your posts help you generate more leads?
- Do you have any automation in posting and operational work with social networks?
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10. WEB TECHNICAL QUALITY
Website or web properties. It involves assessing the technical quality, performance, and optimization of the website to ensure its effectiveness in supporting digital marketing and advertising efforts.
- Are your images optimized? Size, file name, titles, descriptions meet requirements of Google?
- Do your outbound links to highly rated authority sites?
- Do you use AMP to rank your site well on the mobile version?
- Do you work with balanced outbound links to no exceed thrashold that can leak your page's rank?
- Do you have established proper management on your internal links?
- Do you use affiliate links and do you regularly review their quality?
- Do you use Google Tag Manager, Google Analytics and Google Search Console? What is the quality of their administration?
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11. FINANCE CONTROL
Financial aspects related to its digital marketing and advertising activities. It involves assessing how effectively the organization manages its financial resources, allocates budgets, tracks expenditures, and measures the return on investment (ROI) of its digital marketing and advertising initiatives.
- We have ability to budget marketing comes from comparing industry standards with company’s competitive and financial situation.
- Do you regularly allocate your marketing budget and controlling return on investment for each channel?
- Do you measure the success of your marketing campaigns and what metrics do you use to evaluate them?
- Do you manage cash flow during seasonal or campaign-driven fluctuations in revenue?
- Is your approach to pricing and how do you evaluate the profitability of different product lines?
- Do you track and manage expenses related to advertising and promotion based on strategies to reduce costs while maintaining effectiveness?
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