When I work with a new client I like to spend some time looking at what they do and how they do it, essentially conducting a marketing audit, or a marketing review The term marketing audit can sound intimidating but the process is designed to identify the positive aspects of what you are doing as well as the weaknesses in your current approach. The marketing audit isn’t about catching you out or exposing you, it’s a very positive process. I will look at your marketing activities and the internal and external influences on those activities. I will also look at your people, processes and systems to highlight any gaps and opportunities. The marketing audit safeguards against re-inventing the wheel and provides real focus. Often existing processes can just be tweaked to make them more effective and productive.
Marketing Audit a Business Planning Foundation
The marketing audit is also an essential foundation for developing a strategy and plan to move the business forward. By analysing earlier marketing campaigns and reviewing their performance we can measure their success and the return on your investment. Before you can build a marketing plan for the future you need to understand where you are now, what is working and what isn’t. Too many businesses embark on a new strategic path without a marketing audit or any reference to what is currently working well. Quite literally they throw the baby out with the bath water. Mistakes at this stage of business development can be very costly so it pays to have some experienced hands steering the course for you.
Marketing Audit Benefits
- Gives direction, insight and focus to the marketing strategy
- Ensure you retain the most effective and successful marketing activities
- Ensure marketing activity is measured and monitored for effectiveness
- Identifies changes in the external market place
- Identifies skills gaps or highlights the need to change or improve marketing systems, processes and procedures
You can do a marketing audit or marketing review yourself, but if you are not sure what to do or how to go about it then please contact Modus Operandi and I will be happy to help. Call 01442 244654 and ask for Ursuline