We’re at the halfway mark of the year. Whether you’ve been dragged through this year kicking and screaming or it’s been a smooth ride, this is a great time for a check in on your marketing strategy. You may have settled into a rhythm. However, routine can often breed complacency. The strategies, consumer behaviors, and market conditions that shaped your annual plan last December may look dramatically different today (hello political and economic uncertainties!)

For our own clients, we’re constantly optimizing as we see trends change and consumer behaviour change. The most successful marketing efforts are rigid, they are flexible and adaptive as necessary. A mid-year marketing audit is your tool for that adaptation. It isn't a performance review meant to assign blame. It simply ensures your budget, energy, and resources are focused on the right things for the remaining six months of the year.

To guide this process with your internal team or agency partner, ask these ten critical questions.