Digital Communications Audit Report
Business Objective
What do you think the overall business objective of the company should be? Is there a specific part of the company that the client should focus on? What might bring in the best long-term profit/ success for the company? Remember to make the objective SMART (Specific, Measurable, Attainable, Realistic, Time-Based).
The overall goal of the company …
Digital SWOT Analysis
Conduct a digital SWOT analysis of the client to understand internal strengths and weaknesses, and external opportunities and threats in relation to digital communications. Remember to include references and justification for your points e.g. if you think the website has a poor layout, why is this? And can you find an industry/ academic source that confirms this?
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Strengths
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Weaknesses
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Opportunities
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Threats
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3. Target Audience
Who are your client’s target customers? Consider who may be the most profitable customers to focus on. Use the buyer persona technique to understand the target audience. A buyer persona is a semi-fictional representation of your ideal customer which can be based on market research and/or real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, geography, behavior patterns (social media use, multi-device consumption), motivations, and goals.
Once you’ve completed your target audience analysis, you should choose ONE target audience group and complete the subsequent sections of the audit with your chosen target audience in mind. Use the grid below to define your buyer persona for your client.
Persona name?
Characteristics / segment?
Motivations, Goals and Needs
What we want to deliver?
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