Does Your Marketing Have a Warrant of Fitness?
It is our experience and observation that very few organisations ever undertake marketing audits. For an aspect of organisational investment that is as significant as marketing, this is a surprise and an ongoing concern. (After all, you wouldn’t drive your costly pride and joy for several years and many thousands of kms without ensuring it is regularly checked and serviced).
This is particularly so given the rapidly changing nature of markets and marketing communications. The likelihood that the strategy you adopted five years ago continues to be the right one is low.
It is also very unlikely that a perspective on key marketing and brand issues that is solely an internal one (a common theme) is the most effective base on which to move into the future, let alone optimise current performance from existing strategies
The key benefits that should emerge from a professionally designed and conducted audit should accrue across every aspect of marketing thinking, implementation and performance.
And the good news is that it would, in this firm’s experience, be rare for the investment in conducting an audit not to be returned through a combination of expenditure reductions and growth in returns that result from the outcomes of the audit.
The Point? If you can’t measure it, you can’t manage it. And if you don’t thoroughly and comprehensively audit your marketing plans, strategies, implementation and results on a regular basis, you will not enjoy the optimum results that you (and your business) should demand.
(If you would like to explore how a marketing audit could enhance your business performance, please contact me at brian@themarketingbureau.co.nz)
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