Analysis Of Digital Marketing Audit Of Tonsley Innovation District Assignment Sample

1.0 Introduction

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Tonsley is the foremost innovation district in Australia that has been developed to connect developed individuals, companies, and experimenters looking to cooperate, stretch, construct, and develop in a flexible and supporting environment. With a detailed direction on the increased-value manufacturing Industry, Tonsley's primary objective incorporates coordinated conferences and working expenses delivering world-class structures to assist in bringing remarkable renewed concepts from visions and testing to the markets. Tonsley has been associated with and also focused on the manufacturing of high-value industrial and commercial manufacturing models and tools and technology for different industries like health, automobile, etc for their sustainable growth. In regard to the online presence, they are providing expertise to business accommodations through online guided tours on their website “tonsley.com.au”. As they always keep up-to-date in regard to the latest updates on their Facebook, LinkedIn, and Twitter on @TonsleySA. As they are enhancing their online presence through digital marketing toolboxes like, Search engine marketing, social networks, online PR, social media advertising, websites, etc. 

2.0 Situation Analysis

Swot analysis of the Internal Environment of Tonsley

SWOT analysis of the digital marketing audit for Tonsley Innovation District demonstrates several critical insights. These are mentioned

Pestle Analysis of the Internal Environment of Tonsley

A Pestle analysis of digital marketing audit for the Tonsley Innovation District delivers an exhaustive opinion of its external macro-environment. These aspects collectively influence the strategy of Tonsley's digital marketing, demanding constant monitoring and transformation to stay effective in boosting its innovation district.

3.0 Target audience

The Tonsley Innovation District, targets a diverse and dynamic audience encompassing various stakeholders with an interest in innovation, research, education, and sustainable development.

1. Entrepreneurs and Startups: Tonsley demands visionary entrepreneurs pursuing an environment facilitative to innovation and cooperation (Smith Maguire, 2021). The district delivers resources, support, and networking possibilities to assist them in establishing and developing their businesses.
2. Researchers and Academics: Tonsley is an abode for directing analysis institutions and universities. Researchers are enticed to the district to encounter in cutting-edge analysis, share understandings, and cooperate with like-minded professionals.
3. Students: Tonsley is a teaching hub presenting possibilities for learners to develop valuable skills through training, study projects, and credentials to state-of-the-art establishments, making it a perfect destination for those seeking STEM occupations.
4. Industry Leaders and Corporations: Appointed companies and enterprise leaders are attracted to Tonsley due to the possibility of partnerships, research cooperations, and permit to a collection of ingenious talent (Ullah, 2021). They also profit from the district's emphasis on sustainability and technical improvements.
5. Government and Policymakers: Tonsley's dedication to sustainability, and economic development, and urban planning, makes it a critical area of interest for policymakers and government bodies seeking to encourage sustainable approaches and economic maturation.
6. Community and Residents: The local community advantages from the district's occupation possibilities, educational organizations, and sustainable urban planning, improving their quality of living.
7. Innovation Ecosystem Enablers: Accelerators, Incubators, and support organizations recreate a pivotal position in the Tonsley ecosystem, delivering resources, mentorship, and acquisition possibilities.
8. Investors and Venture Capitalists: Tonsley presents investment prospects in startups, and sustainable technologies, research projects, attracting investors aiming to sustain and profit from cutting-edge developments.
9. Local Businesses: Tonsley functions as a hub for local firms, presenting access to various talent pools and promoting partnerships that could drive development and innovation.

Figure 1: Chart of Targeted customers of Innovation districts

(Source: www.smartinsights.com)

4.0 Competitor Analysis

Tonsley Innovation District is a renowned innovation hub located in South Australia. Executing a competitor analysis for Tonsley Innovation District concerns recognizing equivalent innovation epicenters or districts, both regionally and globally, and considering their strengths and weaknesses in differentiation to Tonsley.

Tonsley Innovation District is an engaged innovation hub in South Australia, but it encounters competition from different local and global companions (Luque-Martínez, 2019). In South Australia, competitions include:

1. Lot Fourteen: Established in Adelaide, Lot Fourteen concentrates on security, space, and innovation initiatives. It delivers co-working spaces, study centers, and a startup incubator.
2. TechInSA: A state government endeavor, TechInSA sustains tech startups and high-growth organizations through contributions and mentoring schedules.

Internationally, there are considerable innovation districts like Tonsley, they are:

1. Silicon Valley, USA: Silicon Valley is comprehended for its exceptional tech ecosystem, it hosts businesses like Apple, Google, and Facebook, completing it an international leader in innovation.
2. Cambridge Science Park, UK: A recognized cluster for tech and life sciences corporations, it suggests research establishments and entrance to the expertise of the University of Cambridge.
3. Singapore Science Park: A dynamic innovation and research hub with an emphasis on and IT biotechnology, pharmaceuticals.

The strengths of Tonsley retain its decisive emphasis on sustainable technologies, research cooperation, and industriousness engagement (Faruk, 2021). Tonsley also benefits from its surroundings within Adelaide, a metropolis known for its liveability.

Weaknesses contain limited global distinction corresponding to international hubs like Silicon Valley and contenders from other Australian innovation districts. Besides, it might encounter challenges in alluring and keeping talents.

To retain its competitive edge, Tonsley should persist in facilitating a coordinated ecosystem, promoting innovation in sustainable technologies, and establishing assertive global conglomerates. It should also invest in branding and marketing to improve its global visibility.

Figure 2: Chart of market competitiveness of Innovation districts

(Source: www.globalaustralia.gov.au)

5.0 Analysis of Digital Marketing Platforms and Assets

Tonsley Innovation District operates a multifaceted strategy for digital marketing, utilizing different platforms and assets to improve its online existence and encounter its target audience. One critical element of their strategy of digital marketing is their website, which functions as a prominent hub for events, information, and resources connected to the innovation district (Dyball, 2022). The website is developed to be user-friendly, delivering effortless navigation and entrance to critical knowledges, completing it a practical asset for drawing entrepreneurs, businesses, and investors.

Social media platforms recreate a pivotal function in Tonsley's efforts of digital marketing. They industriously preserve profiles on social media platforms like and Facebook, LinkedIn, Twitter, to commune with their audience, transfer news, and updates, and showcaseing the dynamic precinct within the district.

Email marketing is another essential asset, permitting Tonsley to cultivate connections with stakeholders and distribute appropriate content, including event invitations, newsletters, and industry insights. Further, blogging and content marketing assistance established Tonsley as an opinion leader in innovation and sustainability (Raynor, 2022). They unfailingly create high-quality reports, videos, and infographics that not only declare but also entertain their audience.

Tonsley's online advertisement campaigns, like the pay-per-click (PPC) and exhibition of ads, are important for contacting a more general audience and causing traffic to the website.

“Search engine optimization” (SEO) is utilized to improve their website's visibility on the search engines, confirming that it ranks well for appropriate keywords. To measure the efficacy of its digital marketing exertions, Tonsley likely utilizes analytics tools, tracking fundamental performance indicators like, conversion rates, website traffic, and social media arrangement.

Figure 3: Chart of analysis of digital marketing of Innovation districts of Australia

(Source: iabaustralia.com.au)

6.0 Content and Listening

As in the effective analysis of the website content of Tonsley, the recognition of the global benchmarks and business acceleration is observed as an effort of reimagining and effective redevelopment of the facilities for traditional manufacturing of the locational and demographics in the assessment of the innovative communities. As there are variarious articles, which have been signifying the effective success of operations that have been impacting the state economy and effective innovation that have been re-imagining of the development of the resolutions of complex concerns (Digitalmarketingacademy.com.au, 2023). As there are different benchmarks, that could be defining the active construction of the collaborative ecosystems. As through the accessing to the website of Tonsley's global networking would be beneficial in gaining of the economic resilience and effective sustainability of the business, which could be investing in the response of scopes of developing opportunities. As the updates of the latest news could also be observed.

7.0 Conclusion

In summarization of the Tonsley's primary objective incorporates coordinated conferences and working expenses delivering world-class structures to assist in bringing remarkable renewed concepts from visions and testing to the markets. Tonsley has been associated with and also focused on the manufacturing of high-value industrial and commercial manufacturing models and tools and technology for different industries like health, automobile, etc for their sustainable growth. As there are variarious articles, which have been signifying the effective success of operations that have been impacting the state economy and effective innovation that have been re-imagining of the development of the resolutions of complex concerns.

References

Book

• Aksoy, T., & Hacioglu, U. (2021). Auditing Ecosystem and Strategic Accounting in the Digital Era. Springer International Publishing. Available at: https://link.springer.com/content/pdf/10.1007/978-3-030-72628-7.pdf [Accessed on: 18.10.2023]

Journals

• Adu-McVie, R., Yigitcanlar, T., Xia, B., & Erol, I. (2022). Innovation district typology classification via performance framework: insights from Sydney, Melbourne, and Brisbane. Buildings, 12(9), 1398. Retrieve from: https://www.mdpi.com/2075-5309/12/9/1398/pdf [Retrieved on: 18.10.2023]
• Ali, O., Shrestha, A., Chatfield, A., & Murray, P. (2020). Assessing information security risks in the cloud: A case study of Australian local government authorities. Government Information Quarterly, 37(1), 101419. Retrieve from: https://www.sciencedirect.com/science/article/pii/S0740624X19300231 [Retrieved on: 18.10.2023]
• Dyball, M. C., & Seethamraju, R. (2022). Client use of blockchain technology: exploring its (potential) impact on financial statement audits of Australian accounting firms. Accounting, Auditing & Accountability Journal, 35(7), 1656-1684. Retrieve from https://www.researchgate.net/profile/Ravi-Seethamraju-2/publication/351720040_The_impact_of_client_use_of_blockchain_technology_on_audit_risk_and_audit_approach-An_exploratory_study/links/6359d29d6e0d367d91ce7658/The-impact-of-client-use-of-blockchain-technology-on-audit-risk-and-audit-approach-An-exploratory-study.pdf?_sg%5B0%5D=started_experiment_milestone&origin=journalDetail&_rtd=e30%3D [Retrieved on: 18.10.2023]
• Faruk, M., Rahman, M., & Hasan, S. (2021). How digital marketing evolved over time: A bibliometric analysis on scopus database. Heliyon, 7(12). Retrieve from: https://www.cell.com/heliyon/pdf/S2405-8440(21)02706-7.pdf [Retrieved on: 18.10.2023]
• Looi, E. S., Backholer, K., Cameron, A. J., Grigsby-Duffy, L., Orellana, L., & Sacks, G. (2022). Price promotions offered by quick service restaurants in Australia: analysis from an obesity prevention perspective. Public Health Nutrition, 25(3), 513-527. Retrieve from: https://www.cambridge.org/core/services/aop-cambridge-core/content/view/E7F2A47ADD00A7D1EDD52FA915BB7E67/S1368980021002688a.pdf/price_promotions_offered_by_quick_service_restaurants_in_australia_analysis_from_an_obesity_prevention_perspective.pdf [Retrieved on: 18.10.2023]
• Luque-Martínez, T., Faraoni, N., & Doña-Toledo, L. (2019). Auditing the marketing and social media communication of natural protected areas. How marketing can contribute to the sustainability of tourism. Sustainability, 11(15), 4014. Retrieve from: https://www.mdpi.com/2071-1050/11/15/4014/pdf [Retrieved on: 18.10.2023]
• Smith Maguire, J., Dunning, J., McCormick, S., & Hipsz, P. (2021). Innovation Opportunities and Digital Storytelling: An Exploratory Study of the Midlands and North Wine Region. Report of Findings. Retrieve from: http://shura.shu.ac.uk/28861/1/Innovation%20Opportunities%20and%20Digital%20Storytelling%20-%20Findings%20Report.pdf [Retrieved on: 18.10.2023]
• Ullah, F., Sepasgozar, S. M., Thaheem, M. J., & Al-Turjman, F. (2021). Barriers to the digitalisation and innovation of Australian Smart Real Estate: A managerial perspective on the technology non-adoption. Environmental Technology & Innovation, 22, 101527. Retrieve from: https://eprints.usq.edu.au/42588/1/1-s2.0-S2352186421001759-main.pdf [Retrieved on: 18.10.2023]
• Yigitcanlar, T., Adu-McVie, R., & Erol, I. (2020). How can contemporary innovation districts be classified? A systematic review of the literature. Land Use Policy, 95, 104595.Retrieve from: https://eprints.qut.edu.au/197806/1/e_prints.pdf [Retrieved on: 18.10.2023]

Article

• Raynor, K., & Coenen, L. (2022). Business model innovation and scalability in hybrid affordable housing organisations: empirical insights and conceptual reflections from Melbourne, Australia. Journal of Housing and the Built Environment, 37(1), 57-76. Available at: https://link.springer.com/article/10.1007/s10901-021-09836-x [Accessed on: 18.10.2023]

Website

• Digitalmarketingacademy.com.au, (2023) The Australian Academy of Digital Marketing Available at: https://www.digitalmarketingacademy.com.au/ [Accessed on: 18.10.2023]