Chapter 11
Conducting a Millennial Marketing Strategy Audit
IN THIS CHAPTER
Identifying key strategic elements
Measuring against benchmarks
Determining features in need of improvement
The identification of new opportunities is the cornerstone of every successful marketing strategy. To guide your decisions, you need to conduct frequent, planned audits. You also need to consider unplanned audits when key elements change on short notice.
In this chapter, you focus on analyzing and modifying the strategies you’ve implemented to build your audience.
Cornerstones of a Strategy Audit
Not every audit will consist of the same elements, and not every audit will be comprehensive, but certain key elements are regularly going to play a part in your audits, both large and small:
- Analyzing the foundation of your program
- Reviewing the progress you’ve made towards your objectives
- Measuring against your established key performance indicators, or KPIs
- Identifying new opportunities rooted in your data
Reviewing the Foundation of Your Strategy
You should consider several foundational elements when you begin to formulate your Millennial marketing strategy. The elements described in the following ...
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