1. Digital Marketing Audit The digital marketing audit is a picture of where the organisation is now. It is research work to inform future decisions and should be supported by academic underpinning.   ·       SWOT on the organisation’s current use of web and social media. ·       Evaluation (advantages and disadvantages) of two competitors using social media. ·       Identification of two key customer groups and development of personas. ·       Customer journey flowchart or graphic.   The digital marketing audit is likely to include a range of digital marketing tools, frameworks and models.   2. Digital Marketing Strategy The digital marketing strategy is the next stage in the plan. It is based on the digital marketing audit.   This will include: ·       Identify the SMART objectives. ·       TOWS matrix and commentary on the analysis. ·       Recommended digital marketing strategy based on the audit.   The digital marketing strategy is likely to include a digital marketing model (e.g. RACE, Forrester’s 5Is, Lauterborn’s 4Cs etc.) and should be supported by academic underpinning.   3. Digital Marketing Plan, Monitoring and Evaluation The plan shows how the strategy will be achieved and is based on the strategy and objectives. The plan needs to be realistic and will reflect the organisation’s size and capabilities.    This will include: ·       Consideration of resources required (GA), including staffing and a budget. ·       An outline tactical plan, created in Excel or other spreadsheet with no more than 30 strategic activities, and inserted into the Word (or other document processing system) report.