Difference between revisions of "Marketing Audit"
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| − | A marketing audit is a report on the marketing strategy and on the execution of the strategy for a specific brand or product-service. The specifics of an audit are dependent the product-service being analyzed. An audit of an undifferentiated commodity product will look very different from an audit of a branded luxury good. Much of this page is a summary of various web pages including <ref>https://www.brafton.com/blog/strategy/how-to-conduct-a-comprehensive-marketing-audit//</ref>, | + | A marketing audit is a report on the marketing strategy and on the execution of the strategy for a specific brand or product-service. The specifics of an audit are dependent the product-service being analyzed. An audit of an undifferentiated commodity product will look very different from an audit of a branded luxury good. Much of this page is a summary of various web pages including <ref>https://www.brafton.com/blog/strategy/how-to-conduct-a-comprehensive-marketing-audit//</ref>,<ref>https://www.smartbugmedia.com/blog/marketing-audit</ref>, |
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# Define the scope in terms of the product-service or brand being analyzed | # Define the scope in terms of the product-service or brand being analyzed | ||
# Be sure to focus on value-added | # Be sure to focus on value-added | ||
| + | # Create a list (URLs) of current Internet pages managed by the company for easy access and upgrades in the future | ||
| + | # Collect web page KPIs: revision dates, speeds, etc. | ||
| + | # Create an action plan | ||
| + | # Benchmark against direct competitors | ||
| + | # Execute on solutions. | ||
==References== | ==References== | ||
<references /> | <references /> | ||
Revision as of 14:42, 8 June 2020
A marketing audit is a report on the marketing strategy and on the execution of the strategy for a specific brand or product-service. The specifics of an audit are dependent the product-service being analyzed. An audit of an undifferentiated commodity product will look very different from an audit of a branded luxury good. Much of this page is a summary of various web pages including [1],[2],
The major steps and elements of an audit involve:
- Define the scope in terms of the product-service or brand being analyzed
- Be sure to focus on value-added
- Create a list (URLs) of current Internet pages managed by the company for easy access and upgrades in the future
- Collect web page KPIs: revision dates, speeds, etc.
- Create an action plan
- Benchmark against direct competitors
- Execute on solutions.