It pays to recognize a failing marketing campaign before it’s too late.
In an ideal world, every marketing campaign would be a net positive for the business executing it. Unfortunately, due to misaligned goals, inconsistent execution, or outside factors, it’s possible for your marketing campaign to fail.
The trouble is, without an obvious warning sign, it’s hard to tell when a marketing campaign isn’t working—especially since some of the best marketing strategies available are only effective in a long-term setting.
So how can you tell when a marketing campaign isn’t working? These signs can help:
- Prolonged stagnation. If you haven’t seen any growth for an extended period of time (a month for short-term campaigns, and 6 months or longer for long-term campaigns), it’s a sign something’s wrong. Even slow-burn campaigns should start seeing some results after a couple of months, and you should expect reasonable progression as you spend more time and money in any given campaign.
- Excessive costs. Maybe your results are impressive, but they’re only valuable if your costs are sufficiently lower than your benefits. If you’re spending too much on marketing, your ROI will be insufficient.
- Minimal awareness or memory. Measure your customers’ brand awareness, and sentiments toward your brand. If your marketing campaign just isn’t sticking, it’s a sign that something’s not going right.
- No measurable changes in customer behavior or action. Your customers might be interested in your brand, but how are they adding value to your business? There should be some measurable benefit—ideally buying more of your products or services.
- More lucrative prospects. Your campaign can also be a failure if there’s a strong possibility for better results with another type of campaign.
If your marketing campaign isn’t working, you have two options: either change something within the campaign or shut it down and start anew. Either way, Quez Media can help—contact us today to learn how!
