In marketing it’s important to know WHY you’re communicating. However, it’s also crucial to be open to re-evaluating your objectives if circumstances 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.
Here's an example. Let’s say your initial objective was to generate as many inquiries as possible. You invested in email campaigns and online advertising that offered incentives. You designed a great website. With smart SEO it's ranking well and shows up on page one of search reports for your most important keywords. Response pours 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. You back off on email frequency and the amount of online advertising. Maybe you reduce or eliminate the incentive.
You change. You adapt. You roll with the punches.