Audit Of The Digital Marketing Of A Company Provided In A Case Study (Term Paper Sample)

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In this audit .process, we undertake to evaluate the digital marketing in Airbnb Company we therefore seek to interrogate the core issues in Airbnb touching its marketing platforms. By digital marketing audit refers to inspection of all of the practices, strategies and outcomes set out in a business. In our analysis we interpreted activities in this organization aimed at establishing and improving online presence (Scott, 2015, p.14-38).
Audit of these activities is viable as it leads the businesses to answering very pointed questions that are crucial in strategizing and ensuring effort and money invested is not wasted.
In our audit we investigated the number of users the company could reach in a given time. The audience growth rate is basically a matter of concern since the number of customers is influenced by the number of people reached by the company’s platform (Ryan, 2017, p.14). The company sets out goals of how many customers it wants to subscribe to their product in a specific given time. It has to make the content to go viral. Making the content to go viral in social media creates an opportunity to reach more customers and goal is in the art of the content to be presented in the social media itself (Wilson, 2007, p.36). We examine the traffic expansion of the pages in social media if it has risen or dropped. We evaluate if the platform is creating new visitors or a repeat. In our audit the mixture of the two is ideal for this case. An evaluation of the number of leads through social media is carried out and analyzed.
Engagement needs to be examined. Users of social media are examined on how long they stay on the company’s website (Paul, 2013, p.58). We examine how the users of our pages in social media like the company’s page, the number of likes. In platforms such as facebook, twitter, we evaluate and analyze how long it takes a person or user to stay in our platform (Leane, 1999, p.61). In facebook it is easier to know the time taken by a customer and also engage the customer promptly to pass the information. We evaluate how they share the contents of the message in our social platforms, which specific contents are shared in our platforms. A thorough analysis is carried out to draw a conclusion on what areas in our social media platforms are most preferred by our customers.
Acquisition refers to how frequently our digital platform is visited and our products are requested (Simon, 2016, p.54). In the audit, the level of acquisitions made is evaluated and also the visitors profile in our company analyzed. The structure of the company’s systems is evaluated and examined. Traffic elements are also analyzed and how effectively the content presented is consumed (Mitch, 2008, p.36). The functionality of the social media channels is analyzed in terms of performance and profile descriptions.
The audit also evaluates the conversion rate of the digital channels (Pamian, 2012, p.16). The question that exists in this area is the social channels designed with conversion funnel in mind. Evaluate the forms, blogs, facebook and websites and the rate of form fills per visitor. The abandonment rate of such forms is also examined and analyzed (Trout, 2004, p.16-24). We also analyze if there is a clear calls to action on the company’s social media platforms.
Activity in the social media platforms is evaluated. There is a need to understand the cost of service (Haris, 2017, p.8). In our analysis we get to understand how accessible the social media channels on our website are. Is there cross linking from one social media channel to another. Evaluation of linking back to the websites from social media activities rate is also examined. All offline activities which connect back to digital channels are evaluated. The way these channels influence visitors is analyzed and evaluated (Drayton, 2007, p.55).
In our audit on Airbnb we evaluate the influence the social media platform has to the users various issues are examined and analyzed (Scott, 2015, p.14-38). Objectives that are in place for awareness, engagements and actions that are there in the platforms are analyzed. The metrics that are used to gauge performance in these social platforms by the organization are keenly evaluated. The frequency of measurement and reporting needs to be evaluated and analyzed (Brian, 2017, p.24). Also in twitter and facebook, we evaluate and analyze the existence of feedback loops and if reports from users are analyzed by the organization and the action taken by the organization.
While evaluating the content marketing areas of the organization, we look at the reliability and detail of the information which is used in the organization’s platform (Trout, 2004, p.16-24). Does the information target the potential customers and how reliable is it. The conveyance tone and style used is also analyzed. The content conveyed through the social media platforms need to be shielded from getting styled and reviews should be done (David, 2017, p.33). The magazines that the organization uses to pass information to its users should be friendly, capturing all the necessary details of an organization and also be specific in addressing the consumer preferences. Use of decorations like specific colors to attract attention is important (Thomas and Mathew, 2017, p.33). The messages relayed in social media should be fascinating. Profile pictures, banners and background pictures is advisable since it creates a perception of new looks hence catch the reader’s attention (Godfrey, 2...