A beginner’s guide to marketing: what to do when a campaign fails
Marketing is a complex discipline, and for small or new businesses getting your message and moments right can be a puzzle that even the biggest and best can get wrong. Tess Parajon takes a look at the basics of good and bad campaigns.
There’s no shortage of reasons why a marketing campaign might fail.
Perhaps your competitors had a bigger budget than you did, maybe your timing was completely off, or maybe your campaign wasn’t that great to begin with.
No matter what the reason is, you need to examine the situation from a variety of angles to see what can be learned. You don’t want a repeat performance of your failed marketing campaign, and a little investigation can go a long way in preventing similar events from occurring in the future.
A campaign fails when it underperforms.
The most important aspect of any marketing execution is the identification of relevant metrics that enable evaluation. This article should have identified the need for these metrics and then compared actual performance vs expectations.
Marketing is more than just an advertising campaign, social media activity and corresponding graphics, it requires the coordination of the marketing mix to reinforce campaign direction and results.
An analysis of campaign failure such look beyond the graphics and into the elements of the marketing mix.
Thanks,
Alex