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Regularly monitoring your marketing campaign is important for it to succeed. You will need to assess and analyse its performance to ensure that it remains effective. This will allow you to have better control over the performance of your marketing strategy.

One method you can implement to monitor the performance of your marketing plan is a marketing audit. A marketing audit is a comprehensive examination of your objectives and strategies to determine problem areas and opportunities for improvement.

A marketing audit uses a systematic approach to cover all areas of marketing in a business and does not simply focus on the problem areas. It is an independent review of the direction that your campaign has taken and its outcomes, compared to what was originally laid out by your marketing objectives. They are generally performed by experienced people who are not directly involved in your marketing department.

In order to be a useful tool, a marketing audit should be conducted on a predetermined periodic basis. This is to provide regular updates and give you opportunities to improve the effectiveness of your marketing strategy.

You may also choose to conduct internal reviews and monitoring of the performance of your marketing. These can be conducted as frequently as you need, or even run continuously to provide a regular summary of success. By conducting analysis of your original goals with the actual results of your marketing you can set yourself benchmarks to improve upon.

You can implement strategies such as surveying customers to find out if the marketing campaign has had any influence on them as well as looking specifically at your sales records. You can then determine if there were new customers or more sales after the implementation of a new marketing scheme. You can then gauge if the time and costs associated with the campaign have been effective or if changes need to be made.