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Considering our past articles, where we defined the meaning of marketing performance and the different ways of creating marketing strategies that perform well, it would be now useful to discuss the factors that can affect your marketing performance.
Thus, the main points that we consider when we talk about high-performing campaigns and visible results are:
- Vision and long-term thinking
It is important to establish the mission, vision, and values of our company right from the start. Depending on these aspects, you will evolve in the long-term and be able to create strategies based on well-established plans. A long-term thinking strengthens the activities we carry out to reach the desired goals.
- Clarity in business objectives
Business objectives are the foundation of the company, which is why they must be very clear. Their precision opens new paths and development opportunities for the company. Business objectives, like any other, must be achieved in a SMART manner, in order to obtain measurable results.
Thus, they must be as specific as possible, measurable, easy to reach with the available resources, relevant for the business and, at the same time, attainable within a reasonable timeframe. Their clarity can help us determine the context in which we find ourselves and the directions in which we intend to take the business after all the activities.
- Clarity in marketing objectives
Based on the previous principle, marketing objectives must be achieved, first of all, in a SMART manner. Due to the fact that the digital environment offers us various possibilities to develop an active presence and to be near our potential customers, we need to clarify where exactly we want to position ourselves and how we want to achieve this.
Thus, it is important to define a target audience, in order to know where exactly to find our clients and what their behavior in the online environment is, so that we have clarity regarding the established marketing objectives.
- Allocated resources
It is also important to take into account the resources we allocate for our actions, because they directly influence the marketing performance. A larger amount of time allocated to campaigns or other activities does not necessarily translate into a higher performance, but instead this time must be spent in a qualitative way. We should always invest time, but it should be focused on getting results.
It is same situation with the financial resources. A larger amount of money invested in a campaign does not automatically lead to better results, i.e. higher sales. They are directly proportional to our knowledge and our goals. Many times, it is much “cheaper” to work with a specialist, because he has extensive knowledge about specific subjects and more often than not can guarantee results.
- Marketing strategy and action plan
Both the marketing strategy used in business development, as well as the action plan, affect the general performance. If we establish our goals and directions from the beginning, then the marketing strategies will be largely based on these actions.
Once the strategy is defined, an action plan is created based on it. The plan includes the actions that need to be carried out, in full detail. The marketing action plan is the tool that guides each action taken to achieve the set objectives.
- Implementation and adaptation to new conditions
The online environment is constantly changing, which is why we must always be quick in what we do and adapt to the new conditions. If we respond in a timely manner to the changes that take place, we will see better results and a better performance.
- Continuous measurement of results
Another important factor that affects the marketing performance is the constant measurement of results. Once we know the current results, real-time action can be taken and campaigns can be optimized so that we get as close as possible to the intended goals.
Learn more about how to create marketing strategies that perform well