A marketing audit assesses the strengths and weaknesses of an existing campaign. It involves looking at past performance, reviewing current data, testing new concepts, and evaluating budgets. The goal is to strengthen campaigns so they can achieve better results in the future.

A marketing audit is quite different from an advertising audit, which assesses the performance of existing ads.

According to Wikipedia, “The purpose of a business or marketing audit is to provide management with information that enables them to understand the current standing of their firm in terms of products/services offered, marketing objectives, market position, and marketing effectiveness.”

A marketing audit is not an easy undertaking. It’s essential to take time and work through the entire assessment, including analyzing data and developing new concepts and strategies for improvement.

How can a marketing audit be defined?

A marketing audit can be defined as an organized process used to evaluate the current state of a company’s marketing program to make recommendations for improvements.

A company may choose to conduct a marketing audit when it realizes that changes are necessary, but they do not know where to start. Several steps are involved in running a successful audit, which will be discussed later on.

The purpose of any business is to produce or provide something offered for sale. To sell profitable products or services, companies must have good communication with their customers through marketing activities.

They need to identify what their customers want and need, promote features and benefits of the products/services, communicate pricing information, develop distribution channels, and distinguish themselves from the competition.

During the marketing audit, it’s essential to look at the past marketing performance of activities to understand what worked and what didn’t. In addition, the results of previous actions will help determine how future initiatives should be structured.

The difference between an advertising audit and a marketing audit is that an advertising audit looks at the current ad campaign. In contrast, a marketing audit reviews all aspects of the company’s pre-determined marketing strategy audit.

How does a company know if they need to conduct a marketing audit?

Several signs indicate when companies should conduct marketing audits:

For example, a company may realize they’ve been neglecting certain business areas or could not execute campaigns fully during the past year, but there’s no clear answer as to why.

If a company is not achieving its goals or the numbers aren’t adding up, that’s another sign that it should be conducting a marketing audit.

It could also mean that there are problems with the product or service itself, and it may need to be re-evaluated to make improvements.

Through customer interactions, a company may realize that there need to be changes made in how certain products/services are presented and delivered. This feedback, combined with past performance data, can help steer companies in the right direction for future marketing campaigns.

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Why do you need a marketing audit?

Marketing audits are essential for any company looking to improve its campaign. A marketing audit can be hard work, but it’s worth the time and marketing efforts.

A marketing audit will help a company learn what went well in past campaigns and where improvements need to be made while outlining new strategies that could lead to future success.

A marketing audit will also ensure that the company continues to meet its original goals.

How long does it take?

Planning for a proper marketing audit requires time, effort, and hard work. Therefore, it’s always best if companies start with an open schedule to avoid rushing through.

It may be helpful to keep in mind that although there is no set time limit on how long an audit should take, the more time spent working through each step, the better results companies can expect to see afterward.  

Companies usually spend several months planning until they are ready to begin their full-scale audits. They often bring in outside professionals who specialize in this area of expertise as well.

What kinds of problems can occur?

Several problems have the potential to arise if a business fails to conduct marketing audits. Since it can be hard to pinpoint specific issues on your own, this is why audits are so important for companies to get back on track.

For example, companies may realize that they are spending more money on marketing than they can bring in from sales – this needs some attention, but it will only reveal itself once campaigns have been reviewed.

Suppose there are no set goals or objectives in place. In that case, one of two things will happen: either a company’s market share decreased due to poor performance or new competitors enter the market and steal their customers without setting themselves apart from the competition.

Marketing audits allow businesses to understand what needs to be done to get back on track and improve their brand’s image.

What kind of information should a company expect to find?

After conducting a marketing audit, companies will be able to look at several different things:

  • Weakened areas where the company is performing poorly when compared with your competitors
  • Strengths areas where the company is doing well when compared with other businesses in the industry
  • Opportunities potential new markets or product expansions that can help boost sales and grow revenue.

These findings may seem obvious, but companies need to dig deeper into each area to understand these relationships fully. Only then can companies put together a marketing plan to meet their goals within a set timeframe.

What does a marketing audit look like?

A marketing audit will vary depending on what type of organization is conducting the assessment and what industry they’re in, but here is an outline of the main steps that are usually included:

  • Identify your company’s specific needs and goals.
  • Map out where you’ve come from so you can understand why certain decisions were made for your business.
  • Assess areas in which improvements need to be made. This should be done on many different levels, including social, web, mobile apps, operations & management, product or service offerings, etc.
  • Implement new strategies that will help meet your set internal/external goals moving forward throughout each of these areas.      

How do I know if my business needs a marketing audit?

Marketing audits are essential, even for small business owners. Ask yourself three questions to determine if you’re ready:

  1. What does my company look like? Do I know how it’s performing now or what kind of feel I want to give off in the future?
  2. How well do I understand my competition? Do they outshine me in any way, and can I identify where improvements need to be made to remain competitive?
  3. Am I doing anything differently than other businesses in my industry? Are there any opportunities that could boost our success right now – either by introducing new products or expanding into a different market altogether?”

How long does it take to complete an audit?

Several months are usually spent planning before companies begin their full-scale audits. They often bring in outside professionals who specialize in this area of expertise to help out.

This is why most companies prefer to outsource their audits since they already have a lot on their plates and need the help of experts.

So if you feel like your company is falling short or needs to be some profound changes made before you can move forward, consider hiring an outsourced company specializing in marketing audits.

This, combined with your research, will help you establish a strong foundation that you can then implement across your entire organization moving forward.

Summary

A successful marketing audit is an essential part of understanding where your company stands now and pinpointing areas that need the most attention. In addition, they allow for companies to create goals and implement strategies so they can improve their business performance overall.”

Author

A data-driven professional with more than 10 years of experience in digital marketing, SEO, PPC, automation, and so on. Privately tea lover, gamer, tech nerd, and traveler. I love writing about marketing!

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