Student Name: Natasha Fulton

Student Number: S5000577

Date: 08-April-2018
Class: MKT340 – Digital and Social
Media Marketing
Lecturer: Timo Dietrich
Contents
Images ............................................................................................................................ 3

Tables ............................................................................................................................. 4

Introduction ..................................................................................................................... 5

Market Analysis ............................................................................................................... 5

Competitor Analysis ........................................................................................................ 8

Company Analysis......................................................................................................... 14

Personas ....................................................................................................................... 17

Digital Analysis .............................................................................................................. 21

Macro Environment .................................................................................................... 26

SWOT Analysis ............................................................................................................. 28

References .................................................................................................................... 30
Images
Image 1. Industry at a Glance. (IBISWorld, 2017) ........................................................... 5
Image 2. Breakdown of Accounting Services. (IBISWorld, 2017) .................................... 6
Image 3. Overview of Accounting Industry. (IBISWorld, 2017) ........................................ 7
Image 4. Competitor Facebook Followers. (Fanpage Karma, 2018) ............................. 12
Image 5. Competitor Twitter Followers. (Fanpage Karma, 2018) .................................. 13
Image 6. Engagement in Accounting industry, % Value, January, February, March 2018.
(Fanpage Karma, 2018) ................................................................................................ 13
Image 7. Engagement vs. Average Weekly Growth for January, February, and March
2018. (Fanpage Karma, 2018) ...................................................................................... 14
Image 8. Skinner Hamilton Banner. (Skinner Hamilton, 2018) ...................................... 15
Image 9. Post Engagement, 04.01.2018 - 04.04.2018. (Iconsquare, 2018) .................. 22
Image 10. Post Engagement Distribution, 04.01.2018 - 04.04.2018. (Iconsquare, 2018)
...................................................................................................................................... 22
Image 11. Facebook Posts, 04.01.2018 - 04.04.2018. (Iconsquare, 2018) ................... 23
Image 12. Facebook Post Distribution, 04.01.2018 - 04.04.2018. (Iconsquare, 2018) .. 23
Image 13. Skinner Hamilton Website User Analytics, 01.01.2018 - 31.03.2018. (Google
Analytic Report, 2018) ................................................................................................... 24
Image 14. Skinner Hamilton Website Audience Overview, 01.01.2018 - 31.03.2018.
(Google Analytic Report, 2018) ..................................................................................... 25
Tables
Table 1. Industry Structure. (IBISWorld, 2017) ................................................................ 8
Table 2. Business Briefs................................................................................................ 10
Table 3. Competitor Digital Media Strategies and Services Offered.............................. 12
Table 4. Skinner Hamilton vs. Podcast Comparison ..................................................... 17
Table 5. Persona 1. ....................................................................................................... 19
Table 6. Persona 2 ........................................................................................................ 21
Table 7. PEST Analysis................................................................................................. 27
Table 8. SWOT Analysis ............................................................................................... 28
Introduction
Skinner Hamilton Accountants and Business Consultants operate in a world where
many of the services they offer are required by law, leading to these services feeling like
a grudge purchase, one that is reactionary and brings little joy (Skinner Hamilton, 2018).
Adding to this is the way in which these services are charged using the old ‘time is
money’ adage. This has created a dislike of many accountants and their services
(Skinner Hamilton, 2018). Furthermore, technology advancements allow consumers to
easily research other accounting firms and easily swap to competitors (Chaffey & Ellis-
Chadwick, 2016).

Skinner Hamilton have been trying to overcome these views and advancements with a
strategy focusing on customer values and relationships. The barrier to this being
achieved, lies within their current digital marketing strategies that leave them relying on
physical word of mouth referrals from current clients (Skinner Hamilton, 2018). With
84% of Australians accessing the internet daily (Sensis, 2016), it is no longer enough to
rely on passive marketing techniques. In addition more and more consumers use the
internet and social media to research products and services (Zrim, 2016). Therefore, to
create strong growth in today’s ever changing fast paced world, Skinner Hamilton must
create strong online digital presences that align closely with their core mission and
vision statements and goals.

Market Analysis

Image 1. Industry at a Glance. (IBISWorld, 2017)

The accounting industry has seen a steady 1.5% growth per year since 2013, shown in
image 1. This is in part due to positive business confidence and also demand for
advisory services that can help businesses increase efficiency in a competitive market
while also helping them to cut costs (IBISWorld, 2017). It is important to note that some
growth can be attributed to large accounting firms purchasing small to medium firms to
consolidate their offerings, thus increasing clientele and adding specialized knowledge
to their own existing products and services (IBISWorld, 2017).

Nonetheless there has been a small increase in accounting firms due to businesses
need for services provided by accounting firms, such as taxation, audit services and the
increasingly important advisory services (Euromonitor, 2017). A breakdown of product
and service segmentations can be found in image 2 (Bankwest, 2017).

Image 2. Breakdown of Accounting Services. (IBISWorld, 2017)

The accounting industry relies heavily on economic conditions, as favourable economic

conditions increase businesses and their reliance on accountants do as well (Bankwest,
2017). Furthermore, the Australian Accounting Standards Board changed regulations
around auditing, creating areas that firms must familiarise themselves with for revenue
growth. Doing this will help keep firms in the minds of businesses operating in a highly
competitive and cautious business environment (IBISWorld, 2017).

Technology changes and advancements also need to be taken into account in todays
market. Cloud-based accounting systems, such as MYOB and online services, such as
the ATO’s myTax system, coupled with consumers increasing abilty to research is
leading to businesses requiring more from their accountants (Bankwest, 2017).

Image 3. Overview of Accounting Industry. (IBISWorld, 2017)

The industry is in a mature life cycle and is expected to grow at a rate less that the
overall econmoys growth. Furthermore, because of technological advances, the industry
is nearing market saturations. Finally, market share concentration is low, with less that
40% of industry revenue being attributed to the top four accounting firms. Refer to table
1 for further industry structure (IBISWorld, 2017).
 Industry Structure
Life Cycle Stage Mature
Revenue Volatility Mature
Regulation Level Heavy
Technology Change Medium
Barriers to Entry Low
Industry Globalisation Medium
Competition Level Medium
Concentration Level Low
Capital Intensity Low
Leading Four Firms Market Share Total 18.1%
Table 1. Industry Structure. (IBISWorld, 2017)

Competitor Analysis
Skinner Hamilton operate in a market with medium (and increasing) market competition.
Furthermore market share is low. This is due to the large number of small operators in
the market (33,870). Due to economic activity in Australia, there is a heavy
concentration of accounting firms on the east coast of Australia. This increasing
competition in this area has led to the top four accounting firms purchasing smaller
firms, increasing their growth through acquisition. Though there is only so far they can
go with this strategy as the ACCC will not allow an oligopoly to form (IBISWorld, 2017).

In general the top four accounting firms cater to big business, while firms like Skinner
Hamilton and their direct competitors cater for smaller to medium business.

Research has shown the top five competition influences are price, service range, work
quality, technology and the most important, relationship management. Comparing
Skinner Hamilton to their competitors, listed in table 2 and 3, all offer similar services,
quality and technology. The differences arise within their social media, which has been
shown to have a direct influence on relationship management (Maecker, Barrot, &
Becker, 2016). All firms use a range of social media and digital marketing tactics, with
some having more success than others. For example; looking at Facebook, Australia’s
most popular social media platform (Sensis, 2016), McMasters and Mediq have less
than 100 followers, image 4. Furthermore, looking at image 5 William Buck is well
ahead on Twitter, again, helping them foster a great relationship with their clients via
digital and social media marketing (Maecker, Barrot, & Becker, 2016). If Skinner
Hamilton want to get ahead of the competition, they need to look at building
relationships via the ever increasingly popular social media platforms as well as other
digital platforms. This will also allow them to increase engagement (image 6 and 7) and
reach of their brand (Chaffey & Ellis-Chadwick, 2016).

Empire Accountants
“Building your empire
together”
William Buck
“Changing Lives”
Business Briefs
Established in 2015, with offices in Brisbane and the
Gold Coast, Empire accountants are a small firm with a
team of 7 employees, whose aim is to look after small
business. Empire accountants were a 2016 Australian
Business Awards Queensland finalist. Like Skinner
Hamilton, they have a customer focus and do not
charge by the hour (Empire Accountants, 2015).
William Buck was established in 1895 and have offices
throughout Australia and New Zealand. William Buck
employ over 600 staff including 90 directors. With their
large employee base of financial experts they are able
to offer a range of services and specialized services to
various industries from Agribusiness to the health
industry. William Buck want to provide positive change
for their clients and staff. William buck also have a
community focus and participate in community events
such as the Sleep at the G event, while also providing
 pro-bono work and lobbying the government for positive
community change (William Buck, 2018).
McMasters, McMasters are accountants, solicitors and financial
planners for those working in the medical professions
Accountants,
and have been in operation for nearly 32 years. They
Solicitors, Financial
have offices in Victoria, New South Wales and
Planners Queensland, employing 4 team leaders and 14 other
staff, covering a range of services shown in table 3.
However, they also have access to over 90 consultants
in various disciplines. McMasters have a technology
driven, client focus and participate in social
responsibility via their work in Vietnam and the
Ampilatwatja community near Alice Springs. McMasters
charge their clients between $100 - $400 +GST per
hour, based on staff level completing the work. They do
not accept commission, to increase client trust
(McMasters Accountants, 2017).
Mediq Financial Mediq are an accounting firm that provides services to
doctors in Australia, with offices in Victoria, New South
Services
Wales and Queensland. Mediq aims to be the
accountant of choice for doctors in Australia via their
“Financial intelligence values of medical business intelligence, engagement,
for medical drive to succeed, integrity and quality. Mediq often

professionals” participate in health fundraising events, for example;

Jenes for Genes day, and are members of three not-for-
profit medical organisations (example; Childrens
Medical Research Institute). Mediq offer several
payment options including; hourly fees, a charge based
on total funds placed or and agreed upon cost (Mediq,
2018).
Table 2. Business Briefs.
 Digital Media
Business Promotional Services offered
Strategies
Empire  Facebook  Book keeping and Xero
Accountants  Twitter  Taxation
 LinkedIn  Self-managed super funds
 Website Blog  Business advisory
 Not-for-profit organisations
 Medical financial services
 Property accounting
William Buck  Facebook  Business Advisory
Chartered  Twitter  Audit Assurance
Accountants  LinkedIn  Business Recovery
 YouTube 
and Advisors Tax services
 Google+  Wealth advisory
 Email News Letter –
 Corporate advisory
Be Informed
 Pinterest  Specialist experience in a
range of industries;
 App – available on
o manufacturing,
ITunes appstore
o government,
and Google play
o not-for-profit,
store
o retail & wholesale,
 Digital magazine –
o property & construction,
Be Informed
o Transport & distribution,
o health,
o mining & energy,
o agribusiness,
o hospitality & tourism
McMasters  Facebook  Medical financial services
Accountants,  Twitter  Self-managed super funds
Solicitors,  LinkedIn  High net-worth individuals
 YouTube
Financial
 Google+
Planners  Skype
 Newsletter – Dollar
notes
 E-Book
 App – available on
ITunes appstore
and Google play
store
 MediQ  Facebook  Medical financial services
 Twitter  Investments
 LinkedIn  Insurance
 YouTube  Financial strategies
 Google+
Table 3. Competitor Digital Media Strategies and Services Offered.

Facebook Followers
Follower Amount

1000

320
210
70 61

WILLIAM BUCK EMPIRE SKINNER MCMASTERS MEDIQ

ACCOUNTANTS HAMILTON

Businesses
Image 4. Competitor Facebook Followers. (Fanpage Karma, 2018)
 Twitter Followers and Tweets

Tweets
Twitter Followers

Empire
William Buck Skinner Hamilton McMasters MediQ
Accountants
Twitter Followers 2064 15 195 11 84
Tweets 3839 5 492 112 34

Twitter Followers Tweets

Image 5. Competitor Twitter Followers. (Fanpage Karma, 2018)

Image 6. Engagement in Accounting industry, % Value, January, February, March 2018. (Fanpage
Karma, 2018)
Image 7. Engagement vs. Average Weekly Growth for January, February, and March 2018.
(Fanpage Karma, 2018)

Company Analysis
Mission Statement

“To grow small business into large business with innovative strategies, support and
security”

Vision Statement

“To become a respected and trusted brand that enriches the lives of business owners
and entrepreneurs empowering them to build sustainable business that make the world
a better place”
 Skinner Hamilton is a small accounting
and business advisory firm founded in
2008 in the Gold Coast suburb of
Varsity Lakes in Queensland. The firm
was created by husband and wife team
Jason and Melissa Skinner, who employ
three full-time staff and one part-time
staff member. All accounting staff and
efficient in covering all facets of
accounting services offered by the
business (Skinner Hamilton, 2018).
Skinner Hamilton began by offering
accounting and taxation services, since
then they have grown to focus on four
areas of expertise;

1. Business accounting
2. Medical professionals accounting
3. Small to medium business growth
strategies
4. Book Keeping (Skinner Hamilton,
2018)

Image 8. Skinner Hamilton Banner. (Skinner

Hamilton, 2018)
From their beginnings, Skinner Hamilton have wanted to change how consumers view
accounting services. Skinner Hamilton want to bridge the gap between accounting
services being a grudge purchase and accounting services being customer focused and
business growth oriented. To do this, they have moved away from the traditional fee
structure of clients paying by the hour, instead focusing on a fee for value of service
schedule (Skinner Hamilton, 2018).

Adding to this, Skinner Hamilton have created two distinct brands;

1. Skinner Hamilton Accountants and Business Consultants

2. The Business Made Easy Podcast

These are separate entities with separate social and digital media channels, shown in
table 4. While the Skinner Hamilton Facebook page occasionally link to the podcast,
rarely does the podcast link to the accountant’s page, creating an incomplete, non-
incorporated fragmented digital strategy (Felix, Rauschnabel, & Hinsch, 2017).
Furthermore, the podcast has added digital platforms, with more posts and engagement
across these platforms leading to higher interaction and reach, that does not link to
Skinner Hamilton Accountants or their webpage (Facebook Analytics Report, 2018).
Finally, Skinner Hamilton Accountants are locally owned and operated on the Gold
Coast, while the Business Made Easy Podcast has worldwide reach, with the majority of
their followers being from overseas.

For these reasons this report will focus on Skinner Hamilton Business Accountants to
increase their reach, engagement and digital marketing strategies.
 Media Skinner Hamilton Business Made Easy
Channel Accountants Podcast
Facebook Likes: 206 Likes: 9,748
Followers: 210 Followers: 9, 479
Reach: 143 last month Reach: 481 last month

There is a closed podcast

community group with 92
members
LinkedIn Under Jason’s name N/A
Contacts: 500+

Website Users: 657 Users: 685

(Last three Sessions per user: 1.33 Sessions per user: 1.61
months) Page views: 1634 Page views: 2449
Bounce rate: 69.80% Bounce rate: 62.39%
Instagram N/A Under jasonskinner_bme
Posts: 89
Followers: 439
Twitter N/A Followers: 204
Tweets: 520
Follower base:
51% from United States
9% from United Kingdom
9% from Australia
Organic Audience:
64% from United States
10% from United Kingdom
2% from Australia
Table 4. Skinner Hamilton vs. Podcast Comparison

Personas
Skinner Hamilton have a fairly good understanding of who their priority market is, that is
small to medium businesses looking for an accountant who can help them grow their
business. Their second priority market is medical professionals who are time poor,
financially secure, who need an accountants to help manage their money.
Both audiences are similar in what they need from their accountant; someone they trust
who can be more than a tax advisor, someone who can help manage their money or
build their business and increase their financial returns.

Aside from this, both target audiences are vastly different, with medical professionals
being discreet on social media and requiring firm evidence that their accountant can do
what they say they can. While small to medium business owners need regular access to
social media to build relationships with current and future customers, while also being
hungry for information. To ensure a digital marketing strategy that creates success for
Skinner Hamilton, the differences between these two target audiences must be taken
into account (Dietrich, Rundle-Thiele, & Kubacki, 2017).

Dr. Patrick Hackland

Demographics  35-60 years old

 Medical professional – Anaesthetists, G.P’s, Surgeons, etc
 Highly educated
 Various earnings depending on profession and years in
profession (Payscale, 2018) However, financially secure
 English speaking (Facebook Analytics Report, 2018)
 Married
Geographics  Gold Coast, Queensland
 Also found Australia wide
Psychographics  Extremely time poor
  Very intelligent
 Poor money management
 Financially secure
 All turnover is relevant
 Compassionate, knowledgeable, Empathetic (Lorenc, Blair,
& Robinson, 2014)
 See themselves as a helper and comforter
 Prefers researched scientific evidence to prove things
 Finds it difficult to separate personal and professional life
 Believes their personal culture affects their professional life
 Traditional thinker
 Good communication skills (Department of Training and
Workforce Development, 2018)
 Works well under pressure
Behaviour  Uses Facebook, Twitter, LinkedIn and YouTube. (Antheunis,
Tates, & Nieboer, 2013; Mansfield, et al., 2011)
 Uses social media privately (Lorenc, Blair, & Robinson,
2014)
 Uses social media at least once per week (Brown, Ryan, &
Harris, 2014)
 Social media used outside of work hours
 Spends up to an hour per day on social media
 Occasionally uses social media for research
 Reads medical journals (Lorenc, Blair, & Robinson, 2014)
 Uses smartphone or desktop/laptop computer to access
social media (Sensis, 2016)
Table 5. Persona 1.
 Kelly Bartlett

Demographics  35-55 years old

 Female – 58% Male 40% (Facebook Analytics Report,
2018)
 Business Owner – Business is online (90%) (Sensis,
2017)
 Annual turnover – 200k minimum
 Language spoken – English (Facebook Analytics Report,
2018)
 Married with children
Geographics  Gold Coast, Australia
 Also found Australia wide
Psychographics  Wants more from their accountant than a tax return
(Skinner Hamilton, 2018)
 Wants to grow their business
 Wants to be part of a proactive community
 Sick of spinning their wheels and feeling overwhelmed
with business
 Uses Quickbooks, Xero or MYOB for bookkeeping
 Goal oriented (De Oliveira, Escrivão, Nagano, Ferraudo, &
Rosim, 2015)
 Participates in social events to further the business
 See themselves as a leader and conflict solver
 Attempts to lead a balanced life
  Plans ahead, seeks information about the business
environment
 Great at building relationships
 Decisive
 Hungry for information that will grow the business
Behaviour  Business social media; Facebook –90%, LinkedIn – 35%,
Twitter –25%, Instagram –20%, Google+ –16%, YouTube
–11% (Sensis, 2017)
 95% of small businesses use Email
 36% of small businesses use social media daily, 22% use
social media weekly
 95% access the internet via a computer, 79% access the
internet via a smartphone
 89% have broadband access
 Personally uses Facebook, Twitter, LinkedIn, YouTube
(Sensis, 2016)
Table 6. Persona 2

Digital Analysis
It is obvious that Skinner Hamilton have put more effort into the Business Made Easy
Podcast, especially when comparing the two in table 4. For Skinner Hamilton
accountants, their goals of becoming a customer relationship and value first company
should be what drives their digital marketing strategy. They should be creating pages
that directly align with their goals, along with their vision and mission statements
(Parsons, 2013).

In today’s world, it is almost expected that businesses have a strong online presence,
especially in social media, as its main purpose is relationship and community building
and sharing. Furthermore, research has shown consumers purchases are influenced by
their social media activity (Parsons, 2013). This is a current pitfall of Skinner Hamilton
as they are only present on Facebook, where they have a small following of only 210
followers (Facebook Analytics Report, 2018).
Adding to this, research has shown customers who engage with businesses on social
media are more engaged with the brand, are easily retained and are more likely to
purchase from the brand (Maecker, Barrot, & Becker, 2016), view engagement rates in
images 9 and 10. This is important to note for Skinner Hamilton as their engagement
rate is only 22.66%, a drop of 81.57% on the previous three months (Iconsquare, 2018).
Furthermore as Skinner Hamilton do not have email newsletters, sponsorship, other
social media channels or other forms of digital marketing, aside from their website,
Facebook is consumers only form of engagement with the business.

Image 9. Post Engagement, 04.01.2018 - 04.04.2018. (Iconsquare, 2018)

Image 10. Post Engagement Distribution, 04.01.2018 - 04.04.2018. (Iconsquare, 2018)

However, having a presence on social media in not nearly enough (Parsons, 2013).
Social media has been shown to be an effective tool for viral marketing, increasing
electronic word of mouth with the click of a button, which in turn informs possible clients
to the benefits of employing Skinner Hamilton as their accountant, but only if Skinner
Hamilton increase their activity on social media (Dubihlela & Rundora, 2015). Skinner
Hamilton over the past three months have made only two posts of Facebook, a massive
decline compared to the previous three months, shown in images 11 and 12. To attract
more people, and increase electronic word of mouth, Skinner Hamilton must post more
on digital platforms (Parsons, 2013).

Image 11. Facebook Posts, 04.01.2018 - 04.04.2018. (Iconsquare, 2018)

Image 12. Facebook Post Distribution, 04.01.2018 - 04.04.2018. (Iconsquare, 2018)

Social media and a strong digitally active presence have the ability to change consumer
perceptions of accountants through posts, interaction and direct communication.
Furthermore, social media can improve brand image and promote customer and
community relations (Dubihlela & Rundora, 2015). However, none of this is helpful if
Skinner Hamilton cannot increase click through rates. As image 13 shows, only 2.6% of
web traffic to the Skinner Hamilton website was via social media channels (Google
Analytic Report, 2018). When coupled with organic search rates of only 35.6%, Skinner
Hamilton need to increase their digital presence to increase brand awareness.

Image 13. Skinner Hamilton Website User Analytics, 01.01.2018 - 31.03.2018. (Google Analytic
Report, 2018)
Image 14. Skinner Hamilton Website Audience Overview, 01.01.2018 - 31.03.2018. (Google Analytic
Report, 2018)
Macro Environment

Pest Analysis
Political / Legal  Australian accounting standards board sets laws to financial
reporting standards (IBISWorld, 2017)
 Often changing regulatory environment means firms must stay up
to date with changing regulations
 Profit seeking companies must lodge reports to the International
Reporting Standards, as per Australian Accounting Standards
Board requirements.
 Heavy regulation
 Industry is self-regulated by two major bodies, these are required
to practice as an accountant:
1. Chartered accountants Australia and New Zealand
2. CPA Australia
 Criminal proceedings can be brought against any accountant who
breach any standards set in place by the International Auditing
and Assurance standards board
 Accountants must also follow rules / laws set in place by the
Australian Accounting Standards Board (AASB) (IBISWorld,
2017)
 If a business saves contact and personal information, the
business must make customers aware of this and what it will be
used for. As per the Privacy Act 1988 (Queensland Government,
2018)
 Needs to be aware of security threats to IT data and systems and
implement software to prevent this being a threat.

Economic  Industry is consolidating as larger firms buyout smaller firms

(IBISWorld, 2017)
 Private capital expenditure is growing, increasing the need for
accounting services
 Favorable economic conditions are leading to industry growth
 The global financial crisis brought major scrutiny from share-
holders and the public
 Wages are the largest cost of accounting firms as staff are
required to be qualified
 Other costs include: rent of office space, utilities
(electricity, water), marketing costs, travel expenses,
telecommunications costs, professional fees and insurance
 expenses (accounting firms often require professional indemnity
insurance) (IBISWorld, 2017)
Social  Consumers want more from their accountant
 Small to medium business digital device ownership;
 Desktop computer – 95%
 Smartphone – 79%
 Notebook – 55%
 Tablet – 37% (Sensis, 2017)
 90% of small to medium businesses are connected to the internet
 Email and internet banking are the most popular online
behaviours of small to medium businesses with 95% using email
and 83% using internet banking
 Small to medium businesses also use the internet to;
 Pay for purchases – 78%
 Access directories – 70%
 Seek information on products and services – 68%
 Seek information on suppliers – 67%
 Place orders – 52%
 52% of small to medium businesses have a website, while 80%
have another form of internet presence e.g.; social media
(Sensis, 2017)
Technological  New technology such as data analysis and cloud-based
accounting software (IBISWorld, 2017)
 Real time and instant reporting services are being requested by
clients and firms
 Many small to medium businesses are turning to ‘do at home’
book keeping and accounting services such as MYOB, XERO
and Quickbooks
 Many small businesses are turning to myTax to complete their tax
requirements themselves
 Deloitte have made their own cloud-based accounting system to
capture more clients from small to medium businesses, this is
called Deloitte Private Connect (IBISWorld, 2017)

Table 7. PEST Analysis

SWOT Analysis
STRENGTHS
 Located on the east coast of
Australia
 Varied hours depending on
client needs
 Great, experienced staff
 Accountants are required by
businesses
 Businesses want growth and
profit strategies
 Provides various accounting
services
SWOT
OPPERTUNITIES
 Business confidence is high
 Industry growth is expected
 Increasing business growth
 Clients and businesses are
information hungry
 API's - could be used to link
to social media feeds on
website
Table 8. SWOT Analysis
WEAKNESSES
 Lack of social media
channels
 Dependent on economy
 Lack of a digital marketing
strategy
 Consumers see accountant
services as painful
 More effort being put into the
Business Made Easy
Podcast
 Not affiliated with any
medical charities, when
competitors are
THREATS
 Competition is medium and
increasing
 Several accounting firms in
varsity lakes
 Businesses are increasingly
using the internet
 Competitors have a jump on
Skinner Hamilton with their
digital campaigns
 Costs of keeping up with
changing technologies
 High regulation
The three key digital challenges of Skinner Hamilton are

1. Skinner Hamilton needs to create differing digital strategies for both target
audiences to ensure a successful digital marketing campaign.
2. Skinner Hamilton need to incorporate the correct social media platforms and
digital platforms with the correct messages to build client relationships
3. Skinner Hamilton need to create engaging content that encourages and
brings about active participation from fans, followers, clients and prospective
clients that also leads to the website and other digital platforms.
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