IDA Provides AMI with a Blueprint for Digital Transformation
““Our online hub is a critical communication channel for our members. That’s why it’s so important we stay abreast of Industry best digital practice.” ”
About AMI
The Australian Marketing Institute, “AMI” for short, is the requisite organisation for professional marketers, and the authoritative voice of marketing in Australia. The Australian Marketing Institute has been supporting the career progression of its members and advancing the marketing procession since 1933.
AMI is the largest network of marketers across the country. AMI represents integrity, ethics, trust and experience, and achieves this by fostering member collaboration and networking, setting and maintaining professional standards through the Code of Conduct, providing professional development opportunities, celebrating marketing excellence through its Awards Program and more.
In July 2022, AMI appointed Bronwyn Powell as its new CEO. Powell brings a wealth of marketing and leadership experience and is “passionate about strengthening the marketing profession in Australia”. She knows that optimising AMI’s digital presence will help reach more marketers and continue to strengthen AMI from the inside out.
Challenge / Goal
Upon Bronwyn’s appointment as CEO, one of the first jobs was to have AMI’s website independently assessed, and for a third party review of the organisation’s online footprint.
AMI’s website was originally designed using a main site and multiple subdomains. While functionally this is absolutely fine, and advantageous at the time of its creation, Google’s recent changes to the way it views subdomains may be impeding the site's overall ranking. In fact, in some cases, subdomains can now find themselves competing against one another for search ranking.
“In a constantly changing digital environment, understanding the impacts on our digital channels is a priority. Our team continually strives to improve our overall user experience and it makes a lot of sense getting an independent point of view to help you make these decisions with confidence.”
Key Findings / Results
IDA identified and made recommendations relating to AMI’s subdomain structure in order to enhance SEO, analytics and performance management.
Powell says, “Our subdomain structure adds challenges when it comes to managing analytics across all sites, which includes our conversion tracking. By bringing the website together in subdirectories we hope to experience a dramatic boost in web traffic and streamline our practices.”
Amongst other recommendations were ways to further enhance user experience.
“We deeply care about the user experience. Our community is our number one priority. The audit provided actionable ways to elevate the experience of our site for our members.”
Armed with clear insights and actionable and prioritised advice, AMI is currently implementing the recommended improvements.
“The audit provided our team with real clarity. It allows us now to confidently plan our next steps to improve our online performance, grow our membership and provide the very best member experience.”
