Do you actually need a new marketing campaign or can you work with an existing one you have?
So this ultimately comes down to your customers.
How did they react to the previous campaign launched?
What were the analytics around that campaign like?
Once that is evaluated it will be a lot easier to decide whether or not you can tweak an existing campaign or if you need to start a new one from scratch.
Always think about the customer and their preferences
You can evaluate the success of your campaign on the basis of customer loyalty as a result of the campaign as well as, metrics such as conversions, ad clicks etc.
There are advantages and disadvantages of both of these approaches to a campaign. The obvious advantages of tweaking an existing campaign would be the costs of research and development as well as time allocated will be significantly lesser than if starting a new campaign from scratch.
On the other hand, a disadvantage is that the campaign may lose its touch or expendability if it isn’t exactly catered to the touch points of the new brief.
A campaign needs to be built with some new ideas, even if you are working on an existing campaign, it’s important to add a fresh take to what’s already there. Prioritizing customers’ reviews and responses about your current campaign should be your primary indicator of whether to tweak or start a campaign from scratch.
There should be a sense of confidence between your campaign and firmness amongst your decisions which will help you out with the progress of your campaign. If you come up with adverse feedback from your customers, then it is time to drop the campaign.
Despite it being time consuming, starting from scratch with your campaign may prove to be more beneficial
An advantage of dropping your campaign and starting from scratch will widen your thinking capability and will enable you to think of fresh ideas. The disadvantage is that you will need resources and varied approaches for developing a new campaign.
Look at the numbers. They will tell you exactly what you need to know
A definite outcome is what you should be looking for during your campaign. End results of your campaign defines whether you should continue it or just discard it. Customers are wise enough to know what’s bloated and what’s worthy of their time to explore. The strategies you implement to grow your campaign, must be wide enough to reach a maximum consumer level. If you get a positive response as a result of your campaign, then you know what to do.
This has various advantages and disadvantages, one of the greatest advantages is that you can directly recognize the consumer market. And a disadvantage of this technique is that it may be difficult to show that you are adapting to new consumer trends and tastes. Consumer preferences change rapidly, it would require a new influx of resources to satisfy the end user.
Modifying strategies does not mean your job ends there. If your plans aren’t getting you closer to the intended outcome, you then should consider a few things here:
- Short period approach does not always work out.
- Long term strategies assist you to clear your path towards a lot of things such as test marketing, eliminating distractions, creates a perk etc.
- Long term strategies must contain big-ideas and actionable plans.
- If you roll out those plans in small segments it will support your goal in creating a representation of your biggest product.
The importance of long term planning
Long term planning comes with strengths and weaknesses. Major strength is you can test out a lot of small term strategies and work towards achieving higher goals. Relating weaknesses to it means there will be lots of resource utilization on your part.
Sometimes, modification costs become the same as that of a new campaign. Best practice it to calculate a rough report at the start of your campaign and examine whether it is utilizing all your valuable resources or not. If the utilization value is greater according to you, it is better to start with a fresh new campaign rather than investing everything to an existing plan. If not, you can continue applying changes to your campaign.
Why should you tweak your marketing campaign?
One of the major benefits in tweaking the campaign is that you can save time and money, among other resources. You can reinvest these funds for future development of the campaign. There is one drawback, which happens when and if a misleading estimation of your resources and budget is followed, then there are chances of occurring a big loss in future.
Don’t forget to test your idea out. Don’t be afraid to experiment with what works and what doesn’t
Once you evaluate your campaign, you need to test the changes you designed. It is important to validate your theories and improve customer conversion. Techniques like A/B testing helps to contrive marketing approaches steadily with confidence. Testing the changes i.e. ad copy, graphics are useful to improve various methodologies while building your campaign.
There are several pros and cons regarding testing your campaigns. The important pros of testing the changes is it makes your campaign stronger and more efficient. It helps the reworking process happen more seamlessly. Conversely, it needs technical support and various other resources.
So to answer the question, it depends on the success of the already launched campaign to then decide whether to tweak or start from scratch. The role of the end user matters the most. A rational campaign will help you accomplish your marketing objectives.