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. | 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. | ||
| − | There are essentially two different foci of marketing audits. The first involves a focus on Internet marketing, specifically web pages and web sites. The second, more traditional audit focuses on the overall strategy of the firm, target markets, and the 4Ps. Audits should be recurring. They may or may not be comprehensive: the goals of the audit should determine | + | There are essentially two different foci of marketing audits. |
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| + | # The first involves a focus on Internet marketing, specifically web pages and web sites. | ||
| + | # The second, more traditional audit focuses on the overall strategy of the firm, target markets, and the 4Ps. | ||
| + | |||
| + | Audits should be recurring. They may or may not be comprehensive: the goals of the audit should determine the scope. The goals of an audit may involve: | ||
# Elevate product/brand awareness | # Elevate product/brand awareness | ||
Revision as of 18:08, 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.
There are essentially two different foci of marketing audits.
- The first involves a focus on Internet marketing, specifically web pages and web sites.
- The second, more traditional audit focuses on the overall strategy of the firm, target markets, and the 4Ps.
Audits should be recurring. They may or may not be comprehensive: the goals of the audit should determine the scope. The goals of an audit may involve:
- Elevate product/brand awareness
- Product-service differentiation
- Sales revenue and/or market share
- Attract new customers and/or increase usage among existing customers
Much of this page is a summary of various web pages including [1],[2],
The major steps and elements of an web page audit involves:
- 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.
Major elements of