Digital communications audit report - Walter Gregor’s: Handcrafted Tonic Water.
Includes:
1. Situational Analysis - A. Business Objective B. Digital SWOT Analysis C. Target Audience D. Competitor Analysis E. Digital Communications Audit
2. Digital Communications Audit - A. Website Objective ...
Figure 1: Gender of Visitors ..................................................................................... 4
Figure 2: Age of Visitors ......................................................................................... 4
Figure 3: Aberdeen City Population Pyramid .............................................................. 5
Figure 4: Audience Overview ................................................................................. 11
Figure 5: Audience – New and Returning Visitors ...................................................... 12
Figure 6: Audience – Browser and OS Report ........................................................... 12
Figure 7: Audience – Engagement Report ................................................................ 13
Figure 8: Acquisition – Channels Report .................................................................. 14
Figure 9: Acquisition – Referrals Report .................................................................. 14
Figure 10: Acquisition – Social Traffic ..................................................................... 15
Figure 11:Behaviour – Behaviour Flow Chart ............................................................ 15
Figure 12: Behaviour – Content Drilldown Report ..................................................... 16
Figure 13: Behaviour – Landing Page Report ............................................................ 17
Figure 14: Behaviour – Site Speed ......................................................................... 17
Figure 15: Perceptions of ROI by Digital Marketing Channels ...................................... 29
, Table of Figures
CTA – Call to action
CTR – Click-through rate
DA – Domain Authority
WG’s – Walter Gregor’s
FT – Fever Tree
CGC – Craft Gin Club
GA – Google Analytics
PA – Page Authority
PPC – Pay per click
RACE – Reach, act, convert, engage
SEA – Search engine advertising
SEO – Seach engine optimisation
SERP – Search engine result page
SMART – Specific, measurable, achievable, realistic, timely
SWOT – Strengths, weaknesses, opportunities, threats
USP – Unique selling point
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