I would like to know what ever happened to the marketing audit. Perhaps better questions are however: – Are your advertising and digital strategies adding real value? – Are your strategies delivering the value you think they are? – Are you maximising the return on investment in marketing? And, I could go on. Annual financial […]

I would like to know what ever happened to the marketing audit. Perhaps better questions are however: – Are your advertising and digital strategies adding real value? – Are your strategies delivering the value you think they are? – Are you maximising the return on investment in marketing? And, I could go on. Annual financial audits are common place, particularly for public companies. In addition to addressing statutory obligations, financial audits provide and objective and independent view if the inner workings of a business, identifying both issues and opportunities. But what ever happened to the once common marketing audit. Certainly there is no statutory obligation to undertake a marketing audit each year and but there are significant business benefits in doing so. Certainly marketing audits have never been as common as financial audits, but I would argue that they should be. Given the substantial investment that many organisations make in…