1000 works. cite your sources at the end- work on the digital marketing audit of your company (Rochester Electric and Gas Company)

 

1. What is the business currently doing in terms of digital marketing? Do they have an active website? Are they utilizing social media? What about online ads?

 

a. Dig deep and provide all the examples that make sense

i. Just including a screenshot of a landing page is not good enough

ii. I want to be able to read this section and know, from a high level, everything that your company is doing digitally

 

b. Use as many real numbers as possible (number of followers on the major social media channels, hits to their website, search costs with relevant search terms)

i. Charts are great here, just say something like, "Figure 1 shows a 6 month graph of search results for XXXX (see Appendix A, Figure 1)."

 

2. What are they doing well?

a. Be specific and put it in terms of their competition

i. Any company is only doing well in terms of how they are differentiated, focus your discussion on what the company is doing well compared to what their direct and indirect competition is doing

b. Use charts and graphs in an appendix to help prove your points here

c. It's also possible that they just aren't doing well in anything related to digital marketing and that's OK

i. Make note of what their point of differentiation is outside of digital marketing, you can then use that for your recommendations below

 

3. What are some areas for improvement? For example, are they using online ads for a business or industry where it might not make sense? Are they not using social media, or perhaps not using it as effectively as you think they should? The digital marketing audit is not where you want to make any recommendations, just speak to where you think they are doing well or not, you can go into specifics about what they can do better later in the paper.

a. Charts and graphs in an appendix would drive home the points you're making here too

b. Include information on accessibility of their content

 

4. A SWOT/SOAR Analysis in an appendix would seem to make sense as a high level overview of this section of the paper. It is absolutely not required as you could get the same information across without it, but it may make sense.