The marketing audit is a fundamental part of the marketing planning process. We find many companies do not use this technique when determining their marketing plans and budgets. And because of this they end up planning without measuring past performance.
We all have that gut feeling. It’s those instincts we use to understand our surroundings. It’s that little voice we use to sense danger and uncertainty. It’s that “flight or fight” response that is secreted into our bloodstream from our adrenal glands telling us not to go down a dark alley. These instincts help us survive and influence what goes on in our minds.
One mistake we've seen many of our clients make is to spend too much time and money marketing to themselves.
What does this really mean?
Sometimes, we all operate in an echo chamber. Businesses get caught up worrying what others are doing in their industry rather than thinking about why they are in their space in the first place - which is to serve their customers.
The Screaming Garlic Way
Marketers love data, but very often they lack the tools, training or mandate to mine that data and tease out meaningful insights that can change a course of a company or product for the good.
It's surprising how many organizations struggle with marketing data tools, this may include folks in their own IT departments, who may not have the time or analysis expertise to...