Assess marketing campaigns ‘frequently’

Marketing campaigns need to be constantly assessed and adapted to ensure they are still working, an expert warns.


Marketing campaigns need to be constantly assessed and adapted to ensure they are still working, an expert warns.

Marketing campaigns need to be constantly assessed and adapted to ensure they are still working, an expert warns.

Jack Wallington, programmes manager for the Internet Advertising Bureau, a non-profit group which helps companies in the industry, says there is so much competition that marketing really needs to be monitored.

He advises each campaign needs to be looked at daily, so the success of it can be gauged and it can be adjusted accordingly.

Wallington adds that online tools make this easier, saying ‘the great thing about the internet’ is that is offers ‘measurability and adaptability’.

‘Once a display campaign is running that isn’t the end of the story, for the next couple of weeks you can, within minutes, adapt your campaign,’ he states.

Recent research from Constant Contact of small businesses found over the Christmas season 60 per cent of these firms opt for email marketing.

In addition, 41 per cent say this approach has the most impact on their seasonal sales, followed by direct mail and advertising.

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