Welcome to Dove Direct's Marketing Collateral Blog. This week we are continuing with the fourth installment of the seven part series, Surviving Crowded Marketing Waters Part 4, "Creating a Marketing Audit," and if you are just joining our posts, we recommend that you also read the first & second installments, Surviving Crowded Marketing Waters and Part 2 Navigation Set Up.
In last week's post, we discussed why organizations need to (a) Determine their marketing mix and then (b) automate their marketing tasks in order to assist buyers in the sales cycle.
Part 4 - “Creating a Marketing Audit” presents an organizational approach to effectively understand what should be included in your marketing mix from an internal research and analytical perspective. This process requires including BIG Data on some level of information gathering. In short, you can expect to fail when attempting to sail in competitive oceans without a plan to navigate from. This process holds true regardless of your targets; i.e., consumer, B2B, or not-for-profit organizations.