MKT525 Digital and Social Media Marketing-Research and Audit

Task:

As part of your overall Digital Marketing plan, you will now focus on research and completing a digital audit. You are to use the same organisation that you selected for Assessment 1. You are to include the following, and present in Business report format:
1. SWOT ANALYSIS: Note key factors in the report (place in an appendix and not part of word count)
2. PESTLE: Note key factors in the report (place in the appendix and not part of word count)
3. Sentiment Analysis: Detail what people's attitude/opinions are to the brand and their offering, and why customers have taken this position.
4. Channel Selection and Rating: Identify what channels the brand has used (websites, socials, apps etc) and how often the brand used/uses them.
5. Types of Communication: Critically assess and evaluate the type of communication the brand relies on to engage with stakeholders, the types of communication used by consumers to engage with the brand and each other
6. Evaluation of digital strategy: Critically assess and evaluate the digital strategy, including target audience selection and detail how this has impacted on the success/failure of the campaign and/or the brand.