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DIGITAL PRESENCE
Digital presence
Due diligence scope
Reviewing infrastructure in a technology due diligence is important for several reasons:
Reach of websites & portals
Review metrics and performance of websites and portals. Determine standard performance measures such as click, conversions and other measurements such as those provided by Google Analytics. Understand the major features of such websites and portals and indicators for search engine optimisation. Determine too if the companies maintain blogs
Applicability and uptake for mobile applications
Examine all mobile applications created by or for the business. Understand the rationale and intended purpose for these and how well the delivered application meets these objectives. Examine any such applications for usability, design, and overall user experience.
Reach and presence on social media
Determine which social media channels are being used and what the focus of each one is. Determine the degree of engagement for each channel and the level of content being produced for each channel. Determine in website news and social media content is aligned and that there are links between these channels.
Effectiveness of digital marketing
Review website analytics and metrics, or e-commerce sales, against digital marketing to measure traffic uplift against recent campaigns such as email or event sponsorship
Effectiveness of digital advertising
Review website analytics and traffic trends against paid media campaigns to determine the effectiveness of mechanisms such as Google ad-words and the split between paid and non-paid traffic.
Integration of online resources
Review online facilities such as websites and mobile applications to determine how these resources integrate to other facilities in the business. Often websites allow sales leads to be generated in the company CRM platform, or mobile applications allow employee timesheets to be submitted.
Digital presence
High-level scope
Website analysis
Review the company’s websites and online portals in terms of design, efficacy, security, search engine visibility and other measures to ensure these are aligned with best practices and delivering as required..
Mobile application offerings
Review any mobile applications in terms of usability, design, user experience and delivered capability. Ensure that mobile application technologies in use are appropriate, access and distribution, and upgrade paths are all appropriate.
Social media usage and engagement
Review social media usage and any social media advertising engagement. Determine customer and user engagement, frequency, and content, and the technology landscape involved in supporting these.
Digital advertising spend
Review advertising spend against measurable results as well as technology facilities in use related to digital advertising to determine efficacy of spend and possible opportunities in relation to paid media management.
Digital marketing facilities in use
Determine digital marketing facilities in use including the usage of mechanisms such as email marketing and other CRM driven campaigns and technology-based approaches (Hubspot etc.).
Online content management
Determine how online content is managed. Are specific digital content approaches such as “digital twin” being used. What technology facilities are in place to support such activities. For eCommerce activities is content related activity such as price comparison being performed and how.
Involvement in online marketplaces
Is the company using any online marketplaces such as Amazon or eBay. If so are the approaches in place up to date and best practice to correctly position the business within these marketplaces. What technology is in place to assist companies attain and maintain market share and presence.
Company online profile and rankings
What online review and information portals does the company have a listing within(e.g., Crunchbase, G2, SimilarWeb, etc.) Are any significant sites not represented. Are the rankings for the company held properly representative of the company.