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Andrea Aker is CEO of Aker Ink PR ⁘ Marketing , a full-service agency that helps companies increase awareness, thought leadership and leads.
It's easy to get stuck in a rut or become confined to what's familiar. People are naturally accustomed to repeating processes and taking the most trodden path, even if it's not in their best interest.
But this comfort zone can foil business development goals as customer habits or behaviors shift. To capture and maintain a competitive edge, businesses need to continually evaluate their practices to ensure alignment with the greater vision and tap into new opportunities; this is especially true in an age with rapid advancements in artificial intelligence and other technologies. This is where I see structured marketing audits coming in.
Companies can benefit from audits at an expected cadence or amid key turning points. Annual or bi-annual audits should cover all strategies and tactics, ensuring alignment with business goals and market conditions.
• Before new product or service launches: Each campaign should be viewed through a fresh lens, especially if it involves different target audiences or resolves a new pain point.
• After performance declines: Once booming campaigns can decline for numerous reasons, including poor optimizations, evolving consumer sentiment or changes to algorithms.
• Following business restructuring or rebranding: If the business has made significant changes to operations, services or public image, the old way of executing may no longer live up to expectations.
• When responding to industry or societal shifts: The world is constantly in flux. Businesses must respond to the pressures their target audiences experience with the economy, regulations and tech innovation.
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