Digital Marketing Audit Assignment Help – Sample Solution
Introduction
Ceres Fair Food is a social enterprise, working as a not for profit, as all its profits are redistributed to CERES environment park in Brunswick. The brand is all about organic food, and its business model is slightly different as compare to other companies operating in the same industry. Regardless of the business model, in order to be able to thrive in this competitive world, any and every business should and must use digital media properly and effectively. In today’s competitive world where new and innovative strategies are being implemented in almost every business, adapting new digital media tactics is a growing trend and is has pushed managers in companies to redesign their marketing and communication process (Karjaluoto, Mustonen, & Ulkuniemi, 2015). In order to analyze what works well for a brand and what doesn’t in terms of its digital marketing there are various ways to do so. Various digital media platforms need to be analyzed based on the data that has been gathered. Similar tactics and technique have been applied for CERES Fair Food company to analyze its digital performance, on the basis of which recommendations can be made.
Digital Tactics, Channels and Platforms Employed by CERES
Search (Google)
Figure 1
After conducting website analysis using Semrush. It’s very obvious that (Figure 1) Ceres Fair Food is getting about 5900 Unique visitors from google search every month which is a good number. When we look at the other stats (Figure 1) we can see that this website is also advertising on google AdWord on Keyword “ ceres brunswick” but the traffic received on that keyword is very low. The number of backlinks detected by Semrush is also very low and most of them are not Australian Websites which is not good for local SEO. As stated by Yasmit et al, (2005) digital marketing is really important as it extends beyond internet marketing and also includes various tools that doesn’t require internet.
Figure 2
On analyzing the various social media platforms for the brand it’s very obvious that Facebook is its largest Social channel with over 19000 followers, but post engagement is not good on Facebook considering that over 28 posts/videos were put up on their page during the last 30 days. On the other hand, the brand has much less followers on Instagram, but they have higher user engagement rate. On analyzing their twitter stats one can see that its twitter account is not that active. Social media is classed as the important and popular tool when it comes to online marketing, as it has played a major role in shaping the communication system (Jobber & Chadwick, 2016).
Mobile (Website)
Figure 3
After testing mobile websites through Google Page Speed it can be noticed that (Figure 3) the website has a very low score of 17. We can also see that “Time to interactive” which is when the user can perform any action on the website is 11.1 seconds that is a lot of waiting time for a user, and in such scenarios the online users are likely to leave the website as customers don’t like to wait for that long. In case if most of the customers leave the website from their main page or other landing pages, will likely to result in increased bounce rate for the website.
Influencer (Brand Mentions)
Figure 4
When we look at stats from Brand Monitoring Tool on SEMrush (Figure 4) we can see that very few people have mentioned CERES Fair food brand on the internet in the last 3 months. But at the same time, it can also be noticed that the brand reached 9400 people with just 8 mentions, so the brand have a huge potential here. Out of the 8 mentions only 1 of them is a negative comment/review, whereas the rest of them are all positive. All these mentions are on Blogs and other web pages, none of them are on Social media or any forum.
