Referring to the past articles, where we defined the meaning of marketing performance and the ways to achieve marketing strategies that perform, the time has come to write about the factors that influence marketing performance.

Thus, the main directions to which we turn our attention when we talk about high-performance campaigns and visible results are:

1. Long-term vision and thinking

It is important to establish our company’s mission, vision and values from the beginning. Based on these, we will develop in the long term and create strategies based on the plan we want to reach. If we have a long-term thinking, it does nothing but reinforce the activities we carry out, in order to reach the goals we want.

2. Clarity of business objectives

Business objectives lie at the foundation of the company, which is why they must be very clear. Their clarity opens up new paths and development opportunities for the company. Business objectives, like any other, must be achieved SMART, in order to achieve measurable results.

Thus, they must be as specific, measurable as possible, easy to reach with the available resources, relevant to the business and, at the same time, within a reasonable time. The clarity of business objectives helps us establish where we are and where we intend to take the business after all activities.

3. Clarity of marketing goals

On the previous principle, marketing goals must be achieved, first of all, SMART. Due to the online environment that offers us various possibilities to enjoy an active presence and to be present where our potential customers are, we need to clarify where exactly we want to position ourselves and how we achieve this.

Thus, it is important to have the target audience defined, so that we know where exactly we find our customer and what their behavior is in the online environment, so that we have a clarity of the established marketing objectives.

4. Allocated resources

It is also important to take into account the resources we allocate to the activities carried out, as they directly influence marketing performance. A longer time allocated to campaigns or different activities does not necessarily represent a higher performance, but it must be qualitative. Let’s invest time in what we do, but it should be focused on getting results.

Financial resources are in the same situation. A larger amount of money invested in a campaign does not automatically lead to better results, respectively higher sales. These are directly proportional to the knowledge we have in what we do and the goals we have. Many times, it is much “cheaper” to work with a specialist, because his knowledge is exactly on certain segments and he performs in what he does, bringing guaranteed results.

5. Marketing strategy and action plan

Both the marketing strategies used in the development of the business and the action plan have implications for the performance of the activities carried out. If we set goals from the beginning and where we want to go, then marketing strategies are largely based on these actions.

Once the strategy is defined, the action plan is created based on it, which includes in detail the actions to be carried out. The marketing action plan is the tool that guides each action taken to achieve the set objectives.

6. Implementation and adaptation to new conditions

The online environment is constantly changing, which is why we must always be prompt in what we do and adapt to the current conditions. If we respond in a timely manner to the changes that take place and do it correctly, we will certainly notice better results, respectively a performance in marketing.

7. Continuous measurement of results

Another important factor that influences marketing performance is the continuous measurement of the results obtained. Once we relate to the current results, we can take real-time measures and optimize the campaigns, so that we get as close as possible to the proposed objectives.

Learn more about how to build marketing strategies that work