Carrying out a digital marketing audit can help brands identify goals vital to the business

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 16, 2020, 8:38 AM UTC

Brands can leverage insights from an audit to create effective digital marketing strategies.

Conducting digital marketing audits allows brands to find gaps in marketing strategies, assess creatives and channels. As per Footprint Digital’s recent ebook, an audit should include expert auditors analysing factors like relevant data sources, site analytics, and more when analysing digital initiatives.

To understand which metrics are working brands must identify, define and set up goals and track them in the analytics tools. Hiring outside experts is recommended to audit website traffic tools like Google Analytics and ensure functions like page view tracking and filters are working.

Evaluate from more than one source of data, take decisions based on data, prioritise recommendations to ensure the audit is comprehensive. Clients usually see a 144% increase in traffic following an audit.

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