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. 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>, |
There are essentially two different foci of marketing audits. | There are essentially two different foci of marketing audits. | ||
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# The second, more traditional audit focuses on the overall strategy of the firm, target markets, and the 4Ps. | # 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: | + | Audits should be recurring. They may or may not be comprehensive: the goals of the audit should determine the scope of the audit. The goals of an audit may involve: |
# Elevate product/brand awareness | # Elevate product/brand awareness | ||
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# Sales revenue and/or market share | # Sales revenue and/or market share | ||
# Attract new customers and/or increase usage among existing customers | # Attract new customers and/or increase usage among existing customers | ||
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The major steps and elements of an web page audit involves: | The major steps and elements of an web page audit involves: | ||
Revision as of 18:09, 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],
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 of the audit. 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
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