THE ROLE OF MARKETING AUDIT IN FORMING AN EFFECTIVE DIGITAL COMMUNICATION STRATEGY

Abstract

The article examines the application of marketing audits as strategic instruments for the development and optimization of digital communication strategies in contemporary organizations. A marketing audit is interpreted as a comprehensive, systematic, independent, and periodic examination of an organization’s marketing environment, objectives, strategies, and activities, aimed at identifying problem areas and growth opportunities in a dynamic digital context. The study emphasizes that, under conditions of digital transformation and intensified competition, marketing audits become a critical element of evidence-based strategic management.

The article classifies the main types of marketing audits, including internal, external, strategic, and functional audits, and analyzes their relevance for assessing the effectiveness of digital communication systems. Particular attention is devoted to the evaluation of key digital communication channels such as social media platforms, websites, email marketing, and search engine marketing. The paper outlines a system of performance indicators used to assess communication efficiency, including click-through rates, conversion rates, engagement metrics, organic traffic, customer acquisition costs, and return on marketing investment.

A significant focus is placed on the role of social listening tools and behavioural models in strengthening strategic marketing decision-making. The MINDSPACE framework is highlighted as an innovative behavioural approach that integrates psychological insights, cognitive biases, and data analytics to improve message relevance, audience targeting, and consumer response in digital environments. Through comparative analysis, the article demonstrates how behavioural data complement traditional analytical metrics and enhance the interpretability of audit results.

The findings underscore the necessity of an integrated and interdisciplinary approach to digital marketing management that combines technical analytics, behavioural science, and strategic planning. Marketing audits are presented as diagnostic mechanisms that enable organizations to identify weaknesses in communication channels, optimize resource allocation, and improve the adaptability of marketing strategies in rapidly changing markets. Additionally, the article emphasizes the growing importance of ethical standards, data protection, and privacy compliance in the collection and processing of digital marketing data.

Overall, the study contributes to the development of a unified methodological framework for applying marketing audits in digital communication strategies, supporting more informed, flexible, and sustainable managerial decisions.