Marketing audit: why does a company need it and how to conduct it

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Usually there is no need to analyze a company if it is functioning effectively. But when interruptions begin - sales fall or customers go to competitors, a marketing audit is necessary. It will help to assess the state of the company as a whole and its marketing strategy in particular.

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Marketing audit: what is it
Marketing audit is an inspection and objective assessment of the state of a business in accordance with its marketing activities. It helps to understand how effective the marketing department is and how its work affects the company, to identify problem areas and strengths. That is why it analyzes not only those areas where problems are observed: a holistic approach allows you to find positive aspects as well.

They conduct an audit of the company as a whole or its components (store, social networks, website).

Marketing audit: what is it

Why do you need an audit?
It is necessary for many reasons. When sales are angola email list 276670 contact leads falling, there is no information about the market situation, goods are lying around in the warehouse, competitors are poaching customers, goods are becoming obsolete, pricing policy is unbalanced, and there is a marketing department. Or when a company plans to introduce a new product to the market. An audit will help eliminate the causes and get the business back on its feet, develop an algorithm for the future if the same shortcomings arise.

Marketing audit: types
For a more complete understanding of the situation, evaluate:

Internal environment.
This includes:

evaluation of the organization of marketing activities. What are the goals and objectives, who and how are they accomplished, is there a system of motivation and responsibility;
research into the effectiveness of marketing tools (company policies – product, communications, pricing, etc.).
External environment.
The set of measures includes:

assessment of the state of the market, its trends, the compliance of the company's product with it, the compliance of the company's strategy with its state, the forecast regarding development, the state of demand;
research of competitors. How they operate, what channels they use, what good they have been for customers, what is the company's place among them;
target audience analysis . Drawing up the most complete portrait, its attitude to competitors.
Audit stages
Defining the goal . It is worth understanding why an audit is needed – what problem it should solve, and how large-scale it will be.
Making a plan . It will set the right direction, define the steps, methods, tools, etc.
Data collection : This includes surveys, document review, observation and research.
Report preparation . Should contain information about the current state of affairs, on the basis of which plans can be made regarding work on errors.
Audit stages

Internet resource analysis
One of the types of research into the effectiveness of a company's work is a marketing audit of the site. It allows you to identify weaknesses, compare with competitors, identify advantages, and draw up a development strategy.

The assessment includes advertising campaigns, positioning, traffic, search engine optimization effectiveness, ease of use of the site, content, design, as well as errors in layout and programming.

Audit by Fractus
Do you feel that your company's operations are not as efficient as before? It makes sense to conduct a company audit. Contact Fractus! Our specialists will help you with this. They will accurately, objectively and impartially assess the reason for the decline in efficiency and provide an algorithm for correcting the company's problem areas. Let's improve your business together!

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