Why you should be evaluating

You’ve spent all this money to have a successful integrated marketing campaign, but how can you determine just how successful the campaign was? Measuring and evaluating the success of marketing campaigns can be tricky but it is vitally important that you do. Whether you’re targeting your clients with direct marketing, telemarketing or website redevelopment, evaluation at each stage needs to be included in the planning from the outset, not as an afterthought.

Evaluations keep you one step ahead and give you the opportunity to plan what actions to take if your campaign does not meet your original expectations. To avoid making expensive mistakes, it is essential to understand your customer’s journey and how they are reacting to your campaign, you can then adjust your campaign accordingly.

Due to the current economic climate, now more than ever is the time to evaluate. To ensure you’re receiving a high return on your investment in marketing, assessing what worked well and what did not, is the key to improving your success for the following year.

Jessica North

Author & Editor

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