Digital Marketing Assessment
Overview and Objectives
The digital marketing assessment programme has been specifically designed to assist EI clients in all sectors to evaluate and determine the value of its existing digital assets (website, social media and email, etc.). It will help senior managers understand the importance and impact of a customer-centric online presence on the business, particularly in terms of lead generation and talent acquisition.
Through a best practice and competitor benchmarking review process, companies can gain a snapshot of their current standing and identify necessary changes to enhance their online market reach and business relevance to existing and potential customers.
From an online perspective, many companies are unaware of how their customers perceive them. In many cases, their web presence is irrelevant and outdated, and not representative of the current products and services now being offered. Customers often struggle to understand the company’s business and its benefits for them. In many cases, the website is not even visible to the target customers in the target markets.
The Digital Marketing Assessment will supplement and stimulate the client’s digital marketing journey, helping the business to structure and plan for the future.
The Programme is structured and will be delivered as follows:
Pillar 1 Strategic Focus
- Business review with the senior management team
- Position the importance and benefits of best practice Digital Marketing
- Define client’s commercial and digital marketing objectives
- Define customers’ digital journey
Pillar 2 Review and Audit of current Digital Assets
- SEO and Keyword Analysis
- Website ranking and Google ranking
- Website performance
- UX, traffic analysis and health check
- Branding and Design
- Value Proposition – customer relevance
- PPC
- Social media
- Email marketing
- Content marketing
- Competitor bench-marking
- International market localisation review
- Top level security review of website and hosting server
Pillar 3 Assessment of existing in-house skills
- Internal digital skills assessment
- Identify gaps
- Identify training needs
- Hiring needs
Outputs
The agency and client will develop an Action Plan/Roadmap with recommendations on the way forward, converting objectives into key performance indicators (KPIs).
Engagement Process
- Development Advisor refers client to the Digital Marketing Unit (DMU)
- DMU meets the client to assess digital needs and journey position.
- DMU make a recommendation to the client to identify an agency to work with on the DMA – (Guidelines on work to be undertaken to be supplied to the client)
- Client selects agency/consultant and notifies DMU
- DMU arranges access to the application on the EI Online application system.
Application for DMA to be managed through the Strategic Consultancy (Short Version) grant. 7 Days x €900 @80% = €5,000 Grant Client contribution of €1,300
