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Starting Fresh in 2012: Marketing Lessons from 2011

Posted by Lynn Miller on Tue, Jan 03, 2012

For many of us, it’s the first day back in the office after a well deserved break. 

With the new year, come new hopes, new dreams, new opportunities, and much excitement, as we all saw on New Years Eve.

What’s the best way to ensure that 2012 is everything you want it to be? 

First, think about what worked – and what didn’t work -- in 2011. The “what didn’t work part” may be the hardest thing to figure out. Why? Most people don’t like to talk about what didn’t work. Or worse yet, they try to hide what didn’t work.

But honestly, don’t we all know, deep down, that we learn from our mistakes?

If you think you didn’t make any missteps in 2011, either you weren’t innovating, or you’re not being honest with yourself.  There are just as many – if not more -  lessons to learn from the marketing campaigns that didn’t hit their goals as from the successful markeitng campaigns.

What changes can you make? Changes in product? Or target market? Timing? Or price? Promotional medium? Go back to your customer and marketing data, and take a hard look. Ask questions, and get to the “Whys” and “What We Don’t Know.”   And if you don’t have that data, you'd be wise to run a marketing audit as soon as possible. With last year's advances in online marketing analytics and social CRM, it’s never been easier to capture the data you need to make informed, metrics-driven marketing decisions. 

Tags: Marketing Metrics, RoI, Marketing Strategy, Marketing Planning, Social CRM, Online & Social Media Metrics