Internet Marketing Maturity Questionnaire

The purpose of this questionnaire is to establish a baseline of your "Internet Marketing Maturity" activity. The questions below cover a variety of information points and capabilities that will help us to build a clear understanding of your web presence and activity, as well as potentially highlighting opportunities and weaknesses in your existing Internet marketing strategy. ot all of the questions will be relevant to your business, or you may not be in a position to answer particular questions! we"d appreciate it if you could please fill out as much of the form as you can at this time. Website Structure and Purpose #lease list all of the websites associated with your company$brand! #lease identify your primary website! %hat was the aim of this website when it was created& 'as it succeeded in meeting these aims& %here is the current website hosted& (o you have login access to the website$server& 'ow will you measure the success of your new web pro)ect& *ist two or three competitor"s websites +please comment on the strengths and weaknesses of these, %ho is your current target audience +geography$business function$consumer group,& To the best of your ability, describe the primary users of your site. %hat is the primary action a user should take when visiting your site& 'as your site undergone any formal or informal usability testing& (oes your site include community features, such as a user discussion forum, commenting$reviews, twittering or other social media interactions with customers& If so, do you have the appropriate personnel to manage such interaction on a daily basis& %ho on the senior management team +what role$function, has responsibility for developing and managing the web strategy& %hat do you consider to be the primary obstacle preventing you from
Enterprise Ireland Internet Marketing Unit | ebusiness@enterpriseireland.com

implementing an effective Internet Marketing strategy +skills$resources$technology,&

Internet Marketing

cti!ity

Average figures per month 1nquiries 2rders 0ales 0hare of 2nline Market /ost of acquiring online leads$conversions Internet marketing spend as 7 of your revenue 7 of Internet marketing budget spent on display advertising Website "etails -ge of current site umber of versions to date Type of site +static, data.driven, /M0, Maintenance +in.house$outsourced, 0ecurity +https and other, *egal issues +rights to code, images, domains, etc., e/ommerce functionality +e.g. shopping cart, 1xtranet$customer portal functionality 2ptimised for mobile devices$tablets Web #ra$$ic Metrics (figures per month unless otherwise stated) 3nique 4isitors 5ounce rate 6eturning visitors #age views per session 3ser time on site /onversion rate +if applicable, 0hopping$funnel abandonment rate +if applicable, 7 traffic from ##/ 7 traffic from organic

Enterprise Ireland Internet Marketing Unit | ebusiness@enterpriseireland.com

Internet Marketing E$$ecti!eness 8or the following sections, please rate the effectiveness of your activity as follows! 9. :. ;. <. =. $- or not yet considering at all -re aware of the topic$area but yet to implement /urrently in the process of implementing Implemented in a basic form, still scope for improvement -lready been implemented, measuring effectiveness

%ustomer &elations'ips &ating -ctively use /ustomer 6elationship Management +/6M, 0ystem -ctively listening online +>oogle -lerts, Twitter searches, etc., 1stablished process for managing online conversations Searc' Engine (ptimisation &ating Traffic -nalysis +e.g. >oogle -nalytics, 0tat/ounter, /licky, 0earch 1ngine %ebmaster Tools +e.g. >oogle, 5ing, 0ite map +html, 0ite map +xml, >eneric search rank for target market +e.g. product$service name, (o you know your top key phrases *ong tail phrases 2n.page optimisation +e.g. titles, meta.data, headers, -nchor texts Image alt.tags ?eyword use$spread across copy Is avigation spiderable >ood internal link structure 6elevant inbound links 5enchmarked against the competition %ontent Score #ersuasive copy writing /alls To -ction
Enterprise Ireland Internet Marketing Unit | ebusiness@enterpriseireland.com

ews and press releases 4ideo /ase studies -rticles and white papers 8eedback +dynamic, relevant to product$service, *ocalisation +optimised for target markets, Social Media Score 5log Twitter 8acebook 0lide0hare *inkedIn @ouTube 600 feeds #odcasts 2ther (please specify) Email Marketing Score 2ptimised landing pages Measurable results 5ounce handling +list management, *inked to /6M %ontact "etails /ompany ame! @our ame!

Enterprise Ireland Internet Marketing Unit | ebusiness@enterpriseireland.com