Behind every smart brand is a great marketing audit

As businesses navigate the complexities of a market which has a 97.4% internet penetration rate and 83.1% social media usage, according to data from Trading Economics and Meltwater, the need for systematic evaluation of marketing activities in Malaysia and Southeast Asia has never been more critical.

This is depicted through several points of inefficiencies, such as Southeast Asia (SEA) losing over US$800 million (~7% of Digital Spends) to ad fraud and bot traffic. However, only 3% of SEA advertisers use advanced fraud detection versus 40% in the US.

Secondly, brands are struggling to manage, measure, and scale influencer campaigns. This can be seen through the 20% of online sales driven by influencers, but 70% of campaigns lack proper return on investment (ROI) measurement.

SEA also has the highest linguistic diversity, but 54% of consumers feel ads don't represent their culture. Global ad solutions lack SEA cultural training, even though a 15-25% click-through rate (CTR) improvement can be achieved with culturally relevant ads, according to Red Seer.

There could be no better time for Malaysia's dynamic business landscape, characterised by rapid digital transformation and evolving consumer behaviours, to make marketing audits an essential strategic tool for companies seeking to maintain competitive advantage.

The Malaysian marketing audit landscape

A marketing audit is a systematic evaluation of all marketing elements and practices of a business. With it, businesses can find out how effective their efforts are, where their strategy might be falling short, and a variety of other insights that can help them improve their business’s return on investment.

The concept of marketing audits in Malaysia has evolved significantly over the past decade. While financial audits have long been mandated by regulatory requirements, marketing audits represent a voluntary yet increasingly vital practice among forward-thinking organisations.

These comprehensive evaluations serve as strategic compasses, helping businesses align their marketing investments with measurable outcomes and long-term objectives.

The shift toward data-driven decision-making has created demand for more sophisticated audit methodologies that can assess both digital and traditional marketing channels effectively.

Several prominent Malaysian corporations have established robust marketing audit practices as part of their strategic planning processes. This includes banking sector leaders, gaming and entertainment companies such as Genting Malaysia, telco giants including Maxis and CelcomDigi, as well as local eCommerce and retail players.

So, what can CMOs do about it?

Marketing audits in Malaysia often uncover common issues that hinder performance. Many companies struggle to integrate digital and traditional channels, leading to inconsistent messaging and missed synergies.

Others lack clear performance measurement frameworks, making it difficult to track customer journeys or assess brand impact beyond immediate sales.

Additional gaps include poor localisation in a multicultural market, inefficient budget allocation across channels, and underutilisation of customer data. These challenges point to the need for more cohesive strategies, smarter investments, and better use of insights to create relevant and resonant customer experiences.

Following a marketing audit, Malaysian CMOs can take the strategic steps of optimising their portfolio mix and reallocating budgets towards high-performing digital channels, while still catering to diverse customer segments.

CMOs can also address gaps in their marketing tech stack, investing in CRM systems, automation tools, and analytics platforms to enhance decision-making and campaign effectiveness.

Audits frequently expose capability gaps within teams, which can prompt a move to upskill staff or bring in talent with expertise in digital, data, and customer experience. Strengthening governance is also crucial, with structured performance reviews, standardised evaluation processes, and better cross-functional coordination driving consistency.

Finally, CMOs can look to refine their strategies to become more customer-centric. This includes aligning messaging with consumer behaviours, using journey mapping and analytics to deliver more relevant, insight-driven experiences.

Making marketing audits work for you

Outsourcing marketing audits is a common and effective approach for Malaysian businesses. Third-party auditors bring an unbiased perspective, offering clearer insights and identifying issues that internal teams may overlook. They also provide deep expertise and actionable recommendations, especially valuable when in-house experience is limited or internal teams are stretched thin.

Even when companies have the knowledge, lack of time often makes outsourcing the more practical option. External audits not only ease internal workload but also offer fresh perspectives that can uncover hidden opportunities and inefficiencies.

As Malaysia advances its digital economy agenda, marketing audits are becoming more sophisticated and critical. With the rise of AI, real-time analytics, and performance tracking, audits are shifting from one-off exercises to ongoing strategic tools that shape long-term success.

Companies that regularly invest in these audits will be better equipped to meet changing customer expectations, navigate digital transformation, and stay competitive in a crowded marketplace. The shift toward data-driven decision-making signals a maturing business landscape in Malaysia, where audits are not just best practice, but strategic necessity.

To stay on track, marketers should aim to conduct audits annually. Set aside a small portion of the annual marketing budget upfront (not as an afterthought) to fund this initiative. Fees typically start around RM30,000 to RM50,000 for a three to four-week engagement, depending on scope. Speak with your audit partner to tailor the approach to your business needs and goals.


This article was written by Kunal Sinha, chief knowledge officer, and senior consultant Mawarni Adam, Ampersand Advisory.