A marketing audit will help you answer the following questions: Are we right on track? And if not, how do we manage to get back? It is a review and evaluation of your marketing goals and activities, a reality check you use to find out whether what you do is:
What is the scope of a marketing audit?
A comprehensive marketing audit is a review of your entire marketing approach. It brings together (sometimes for the very first time) representatives from all business disciplines to help evaluate your environment, goals, strategies, and activities. Finally you recommend a plan of action.
Depending on your needs and priorities, it makes sense to concentrate on one area of your marketing and optimise the related efforts. This could be:
- Content marketing
- E-mail marketing
The ideal starting point: a marketing audit workshop
- work out a guide for your marketing audit
- carry out a working session, after which you will be able to judge what steps you should take next
- take an escape with some of your team members to show everyone the potential of a marketing audit through hands-on exercise
Recommended reading on your journey:
The digital transformation challenges and the marketing audit imperative
Now more than ever it is essential to carry out a marketing audit – to take a moment to stop, before you dive into the sea of opportunities the digital transformation age poses.