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After evaluation and review of your marketing strategies, you may be required to adjust your marketing campaign. This may be due to changes in the market or because the campaign is failing to meet its objectives.

Firstly this involves evaluation of performance against the original plan. If there is poor performance, you will be required to take corrective action to improve the situation. This may involve significant changes or changes at a strategic level or smaller tactical type changes.

Strategic control of your marketing campaign involves looking at whether or not your basic objectives still meet the possible opportunities. Often, marketing strategies can become outdated as the marketplace changes frequently. Your business should regularly reassess and modify your marketing programs accordingly.

Another important factor to consider when adjusting a marketing campaign is the costs and difficulties associated with making changes. You will need to assess all of the relevant and hidden costs of changing your campaign. A decision will then have to be made by comparing the possible benefits of making the changes with the costs involved.

If the campaign is significantly underperforming or it appears that the marketing strategy has failed, it may be necessary to return to the research and planning stage. You can either abandon the campaign altogether and write off the expenses as a mistake and then start fresh with a new campaign or you might seriously modify the objectives or strategy to try and improve performance. Both have significant costs that need to be taken into account.

After implementing an adjusted or new marketing strategy, it is important to reassess and evaluate the changes after a short period of time. This will allow you to gauge if the changes are better, the same or worse when compared to the previous strategy.