1. Marketing Audit
info@evolutionbusiness.ca

2. Marketing Audit
• Cannot do business in a culture of “good enough”
• No business or marketing plan is perfect
• Finding solutions to those imperfections is important
• Document solutions and implement to continue to
improve

3. Marketing Audit
• What are we doing that currently works?
• What are we doing that doesn’t work?
• Think Converged Media:
– OWNED
– EARNED
– PAID
– SHARED MEDIA

4. Owned Media
• Owned media is about brand control and the channels
you control
• Including: digital
media, websites, blogs, newsletters, white
pages, promotions, presentations, and social media
accounts
• Brands are now managed like publishers with a
production department
• Content engages customers and fosters relationships

5. Owned Media
• Build long term relationships with existing
clients
• Benefits of owned media: Control, Cost
Efficiency, Longevity, Versatility, Niche
Audiences
• Challenges include No Guarantees, takes Time
to Scale

6. Earned Media
• Achieving editorial brand presence
• When customers become the channel, i.e. content
going viral, buzz, referrals, etc.
• The role: Listen & Respond, Earned media usually the
result of well executed paid media
• Benefits are most credible, key role in
sales, transparent and lives on
• Challenges include: no control, potential for
negativity, scalability, and hard to measure

7. Paid Media
• Advertising including display
ads, PPC, sponsorships, essentially brand pays
to leverage a channel
• Benefits are in demand, immediacy, scale, and
control
• Challenges include clutter, declining response
time, and poor credibility

8. Shared Media
• Shared media is about the co-creation of content and
media between brands and community.
• Brand participation and interaction between media like
Facebook, Twitter, Youtube
• Can propagate across individuals networks to others
and on and on
• Paid and owned media can inspire shared media and
shared media can inspire earned media.
• Examples of shared media: Dell Computers
http://www.ideastorm.com/
• Think Advertising & Public Relations

9. Marketing Audit
• Does the marketing plan match up with the
overall goals of the business? If so, how? If
not, why not?
• Do the individual marketing tactics or
campaigns support the overall marketing
plan? If so how? If not, why not?

10. Marketing Audit
• What areas can we improve
• How do we implement improvements
• Identify Benchmarks/ Timelines/ Measurables
• Review
• Refine

11. info@evolutionbusiness.ca