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For this assessment, you are to conduct a Digital Strategy and Marketing Audit either on your own  business or a small-medium business. Do not choose a large national or multi-national company. To get  the most benefit from this assessment, it is ideal if you can spend time engaging with the company first  hand to get a strong understanding of their overall business strategy and all of its digital marketing  platforms (e.g. website, mobile app, social media, ecommerce, etc.). 

Using the Digital Strategy Audit Checklist provided, complete the checklist for your organisation. There are  many types of audit checklists; this one is a compilation of some of the ones on the internet. If you have  one that is more relevant to your organisation, you must get it approved by your Workshop Facilitator. You  will be required to submit the actual checklist completed as part of your report.  

The design and the structure of your Audit Report is up to you, depending on your findings. The Audit  Report is not to exceed 10 pages (this does not include the checklist in your Appendix).  

Your report must include the following:  

∙ Identify the strategic objectives for the company in terms of their digital marketing strategy. What is the  company trying to accomplish with these efforts? What evidence did you find to suggest these  objectives? Is digital marketing actually suited to that strategy? 

∙ Briefly identify the key digital platforms in which you believe the company is engaging with customers. ∙ Describe the kind of content, if any, the company is programming in each of its digital platforms. If  applicable, analyse the content and your experience engaging in each space. Things to consider are:  degree of engagement (i.e., 1:1 or broad publishing of content), brand & message consistency, level of  uniqueness, ability to solve problems/answer questions, added-value, ease of use, etc.  ∙ Analyse how the various platforms are either working together or existing in silos. ∙ Comment, as relevant, on any direct calls-to-action/direct incentives on a digital platform intended to  drive sales of tickets, merchandise, or other revenue for the company. 

Rate the overall digital marketing efforts of this company (numerical grade/percentage) and make specific  recommendations to improve the digital strategy.  

Identify the issues and the resolutions/actions needed to be taken to rectify each issue. What do you see the  results will be if the company implements your recommendations? Feel free to use examples that you  believe are successful from other companies/websites (e.g., best practices). Be sure to cite those  companies/websites accordingly.

Introduction

Nowadays, digital marketing companies allow customers to keep updated about company information in a rational manner. Customers are increasingly becoming tech-savvy. They are able to view different content available across various digital media platforms, and digital marketing offers an opportunity to compare different companies products and services and make their purchase decision. Digital marketing has become a vital part of the strategic initiatives of companies (Sathya 2017).  This has become a driver for marketers to devise unique approaches to reach their target customers. Though customers have begun to place trust in the opinions of larger audiences through their reviews, there is a growing concern about the intrusive messages of digital marketing (Smith 2011). This report assesses the digital marketing strategies of Vinomofo, an Australian start-up dealing with online wine sales. It is a fast-growing SME that has reported sustained an increase in revenue and a concrete foundation for future developments. This report identifies its strategic objectives in association with digital marketing strategy, the major digital platforms adopted by the company to reach its customers, and the digital content adopted, the operations of each platform and the call for action.

Organisational Background

Vinomofo Pty Ltd. (formerly known as Vino mofo Pty Ltd) is a members-only wine online retailer that caters to the requirement of wine lovers (Bloomberg 2017). It sources wine directly from producers. It was founded in 2011 by Andre Eikmeier, Justin Dry and Leigh Morganand. It is headquartered in Cremorne, Australia. Beginning with the creation of the 'Fo' in Adelaide, it currently boasts a membership of 500,000 and an employee strength of 100. The set-up was initiated with the thought and love of wine and developed a place to buy wine and hang out with other wine lovers. It has shifted from a wine workshop business model to an eCommerce site. The current sales volume of the company is estimated to be 3.5 million bottles (Anderson 2016). 

Vinomofo offers a platform where users can purchase and recommend boutique wines. Its operations are boosted by the venture capital investments of Blue Sky Venture Capital, which had funded $19 million in 2016. This investment further increased with a deal of $25 million financings. In 2016, the company announced its partnership with venture capital to expand into international markets such as New Zealand, the USA, the UK, Singapore, Hong Kong and China (Anderson 2016).

The dramatic success of Vinomofo is attributed to the creation of an “online tribe” that prefers to discuss the different aspect of the wine palette. They prefer to be referred themselves as 'mofos' and 'mofettes'. The mission of Vinomofo is to 'make everyone to be able to experience good wine'.

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