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June 29th, 2009 by Richard

It is always a good time to review existing programs in an attempt to figure out what is and isn’t working and to realign your programs in line with your current objectives. This will also help you at budgeting time as you will be prepared with tested programs which will help justify your proposed budget.

In the world of technology opportunities are constantly evolving, start by looking back on your past online marketing programs in the context of how your market or audience has changed during your review period and consider what changes you may expect to see in your customer base. Web analytics can help you see which parts of your campaign are working and which are not.

Economic situations change the behaviour of people and this has the ability to change the rules of how you communicate with them. The economy is not the only reason for customer behaviour, technology options do too.

Communication overload is a common problem for some while others welcome frequent updates, you have to know your audience and their preferences to serve your customers not only n the right channel but also in the right voice and in the right frequency.

If you are sending regular email newsletters using current technology then your email lists should be scrubbed clean through their automated programs, but if you only send emails periodically, you may be wasting your time.

Make sure your customers express interest within a reasonable time and make sure you divide your mailing list into specific categories so that you can tailor your messages to your audience. Challenge your lists; if your customers have changed your lists may need to change too.

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