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>,<ref>https://www.smartbugmedia.com/blog/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>, <ref>https://www.singlegrain.com/blog-posts/content-marketing/the-step-by-step-guide-to-conducting-a-content-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 major steps and elements of an web page audit involves: | The major steps and elements of an web page audit involves: | ||
| − | # 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. Ensure a focus on product-service value added and on differentiation |
| − | |||
# Create a list (URLs) of current Internet pages managed by the company for easy access and upgrades in the future | # 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. | + | # Collect web page KPIs: revision dates, speeds, dead ends, readability, intuitive use, broken links, content analysis, etc. |
| − | # Benchmark against direct competitors | + | # Benchmark against direct competitors. Three to five competitors is generally sufficient. |
# Create an action plan | # Create an action plan | ||
# Execute on solutions. | # Execute on solutions. | ||
| − | Major elements of | + | Major steps and elements of the traditional audit involve: |
| + | |||
| + | # Define the scope in terms of the product-service or brand being analyzed. Ensure a focus on product-service value added and on differentiation | ||
| + | # Clearly document the 4Ps, segmentation variables, and target market. | ||
| + | # Create a customer persona (or may many as the case requires) | ||
| + | # Benchmark against direct competitors. Three to five competitors is generally sufficient. | ||
| + | # Create an action plan | ||
| + | # Execute on solutions. | ||
| + | |||
| + | |||
| + | |||
==References== | ==References== | ||
<references /> | <references /> | ||
Revision as of 18:19, 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], <ref>https://www.singlegrain.com/blog-posts/content-marketing/the-step-by-step-guide-to-conducting-a-content-audit/Cite error: The opening <ref> tag is malformed or has a bad name,
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. Ensure a focus on product-service value added and on differentiation
- 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, dead ends, readability, intuitive use, broken links, content analysis, etc.
- Benchmark against direct competitors. Three to five competitors is generally sufficient.
- Create an action plan
- Execute on solutions.
Major steps and elements of the traditional audit involve:
- Define the scope in terms of the product-service or brand being analyzed. Ensure a focus on product-service value added and on differentiation
- Clearly document the 4Ps, segmentation variables, and target market.
- Create a customer persona (or may many as the case requires)
- Benchmark against direct competitors. Three to five competitors is generally sufficient.
- Create an action plan
- Execute on solutions.