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An important final step of the marketing process is to review and make improvements to your plan. To help you achieve this you can develop and monitor a set of measures to see how well your marketing strategy is working against the objectives you have set. These measures are commonly called Key Performance Indicators (KPI's). 

When setting your objectives and KPI's, it is important to ensure they are practical. To help you do this you can use what is called the "SMART" test. The Smart test ensures that your goals and KPI's are;

                                S - Specific

                                M - Measurable

                                A - Achievable

                                R - Realistic

                                T - Time bound

More information on the SMART test can be found at the NSW Small Business website.

After your marketing strategy has been in place for a reasonable length of time, it is necessary to review its success and identify areas that need to be improved. Over time, changes to your business can occur and you will need to reassess your marketing strategy accordingly.

The success of the marketing campaign can be measured by comparing its performance in the marketplace against what was originally laid out by the marketing goals. These goals are the key indicators for determining the level of performance your campaign has achieved.

If the marketing has met expectations and still fits within the SMART guidelines, you may not need to alter the objectives at all. However, if the objectives are not being met, you will need to either change the objectives to make them more realistic and achievable, or implement changes that will make the marketing more effective.