Speaking of marketing. While it’s important to know WHY you’re communicating, it’s crucial to re-evaluate those objectives.
Why? ‘Cause things change. Your communications program may need to adjust to new market conditions, competitive activity, company strategy, whatever. Maybe your communications objectives need to evolve because of what you’ve learned from previous marketing communications efforts.
Let’s say your initial objective is to generate inquiries. You invest in direct response advertising, direct mail, and you design a killer website, get it ranked high and offer visitors an incentive for registering. Response comes pouring in.
Then conditions change. You need QUALITY rather than QUANTITY when it comes to inquiries. You have to tighten up the qualifying parameters for website visitors. Maybe you back off on direct mail frequency and strengthen the qualifying. You get out of direct response advertising.
You change. You adapt. You move on.