Tools for Conducting a Marketing Audit

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We covered the basics about marketing audits, now it’s time to explore some of the tools you can use when you start your audit. The more analysis and measurement tools you incorporate into your audit, the more you will learn to make your marketing activities more successful.

SWOT Analysis

A SWOT analysis is a strategic tool that evaluates your strengths, weaknesses, opportunities and threats to assess your business and develop a plan for moving forward. It plays an important role in an effective marketing audit, and you will most likely want to tackle the analysis at the beginning of your marketing audit so you have the information available to use as measurements for the rest of the process. For more on SWOT analysis, go to How to Use a SWOT Analysis to Blast Your Business Out of Complacency.

PEST Analysis

“PEST” stands for “Political, Economic, Social, and Technological,” and it refers to the analysis of internal and external environmental factors that impact your marketing process. Internal factors may include you and anyone else working with you, and issues that relate directly to personnel and technology. External factors could be your clients, legal or government issues related to the work you do, or technological change. A PEST analysis is primarily used to understand market growth or decline, your current business position, and your future potential. For more on PEST analysis, go to

Five Forces Analysis

Five Forces Analysis is a tool for evaluating the competitive environment. Developed by Michael E. Porter of Harvard Business School in 1979, this analysis focuses on the five forces that determine potential competition in order to gauge attractiveness of a market for a specific product or service. The five forces include:
  1. Supplier Power: What factors play a role in how easy or difficult it is for suppliers to raise their prices?
  2. Buyer Power: Is there an underlying risk that your clients will move to another provider who charges less and offers what you offer?
  3. Competitive Rivalry: How many competitors do you have, and how comparable are their service offerings to your own?
  4. Threat of Substitution: Can your clients find another way to do what you currently do for them?
  5. Threat of New Entry: Is your industry consistently growing with new providers joining the ranks?
For more information, see QuickMBA’s Strategic Management Guide. There are a number of other tools you can use to develop a well-rounded and comprehensive marketing audit. Whichever tools you use, though, the outcome should be the same. You want to learn how your current marketing activities measure up against your competition, stay within the resources you have available, and develop a plan for improvement. It can be a long process, especially the first time you tackle it, but doing it on a regular basis can increase the return you get on the time, money and other resources you dedicate to marketing.  Do you do marketing audits? If not, why not? Image credit: forwardcom

Frequently Asked Questions (FAQs) on Conducting a Marketing Audit

What is the importance of conducting a marketing audit?

A marketing audit is a comprehensive, systematic, independent, and periodic examination of a company’s marketing environment, objectives, strategies, and activities. It’s crucial because it helps identify potential challenges and opportunities, assess the effectiveness of marketing strategies, and determine whether they align with the company’s goals. It also provides insights into customer needs and preferences, competitive landscape, and market trends, which are essential for making informed business decisions and planning future marketing initiatives.

How often should a marketing audit be conducted?

The frequency of conducting a marketing audit depends on the dynamics of the business environment and the company’s specific needs. However, it’s generally recommended to conduct a marketing audit at least once a year. This ensures that the company’s marketing strategies remain relevant and effective in the face of changing market conditions and customer preferences.

What are the key components of a marketing audit?

A marketing audit typically includes an analysis of the external marketing environment (market trends, customer behavior, competition), internal marketing system (marketing mix, marketing organization, marketing systems), and marketing strategies (target market, positioning, marketing objectives). It also involves a review of the company’s marketing performance and the effectiveness of its marketing activities.

What tools can be used to conduct a marketing audit?

There are various tools available for conducting a marketing audit. These include SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), PESTEL analysis (Political, Economic, Social, Technological, Environmental, Legal), and Porter’s Five Forces analysis. Digital tools like Google Analytics, SEMrush, and HubSpot can also be used to gather and analyze data on website traffic, SEO performance, social media engagement, and other digital marketing metrics.

How can a marketing audit improve a company’s marketing performance?

A marketing audit can improve a company’s marketing performance by identifying areas of strength and weakness, uncovering opportunities for growth, and highlighting potential threats. It provides valuable insights that can be used to refine marketing strategies, improve marketing efficiency, and enhance customer satisfaction. It also helps ensure that the company’s marketing activities align with its business goals and objectives.

What are the steps involved in conducting a marketing audit?

Conducting a marketing audit involves several steps. First, define the scope and objectives of the audit. Next, gather and analyze data on the company’s marketing environment, system, and strategies. Then, evaluate the effectiveness of the company’s marketing activities and performance. Finally, prepare a report detailing the findings and recommendations of the audit.

Who should conduct a marketing audit?

A marketing audit can be conducted by internal staff, external consultants, or a combination of both. The key is to ensure that the audit is conducted by individuals who have the necessary knowledge, skills, and experience, and who can provide an objective and unbiased assessment of the company’s marketing operations.

What challenges might be encountered when conducting a marketing audit?

Some of the challenges that might be encountered when conducting a marketing audit include lack of data, difficulty in obtaining accurate and reliable data, resistance from staff, and time constraints. It’s important to plan the audit carefully, involve all relevant stakeholders, and use appropriate tools and techniques to overcome these challenges.

How can the findings of a marketing audit be used?

The findings of a marketing audit can be used to inform strategic planning, guide marketing decision-making, and improve marketing performance. They can also be used to identify opportunities for innovation, enhance customer satisfaction, and gain a competitive advantage.

What is the role of technology in a marketing audit?

Technology plays a crucial role in a marketing audit. It provides tools for gathering, analyzing, and interpreting data, and enables real-time tracking of marketing performance. It also facilitates communication and collaboration among audit team members, and helps streamline the audit process.

Alyssa GregoryAlyssa Gregory
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Alyssa Gregory is a digital and content marketer, small business consultant, and the founder of the Small Business Bonfire — a social, educational and collaborative community for entrepreneurs.

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