They say that something that isn’t broken isn’t something you should go about fixing. But of course, no strategy or method can work perfectly time and time again forever. Sometimes, you need to iterate and find new means and measures to improve. For example, most people would accept that the general design of a staircase is relatively functional, worthwhile, and capable. But if someone were to invent an alternative that allowed you the same function but without the possibility of ever falling down them, would you seek to pursue that option? Arguably so.
As such, even conventional wisdom can be challenged. You can bet that if Christmas advertisements worth millions were no longer effective for Coca-Cola, they would be sure to change course.
So, what if your repeated marketing campaign wasn’t successful this time? Is that a sign that your work just wasn’t up to scratch? Possibly. Or could there be something more going on here than just at the surface level? We believe so. Let’s consider that, below:
Did It Target The Right People?
Sure, wondering if your advertising campaign actually reached the right people or people at all might be the business equivalent of wondering if people actually heard the joke you told because no one laughed, but that doesn’t mean this is an unusable insight to pursue.
With modern targeted ads we generally assume that because you’ve outlined a target demographic, you’ll reach them automatically. But sometimes, there’s a disconnect, and perhaps one that evolved since you last tried it. Were the platforms you used the right ones for your intended audience? If you’re targeting younger people, TikTok or Instagram might be better suited than, for instance, traditional Facebook ads. Maybe all the people in your industry now prefer LinkedIn as a social media platform given what’s happened with X.
As such, understanding exactly where your audience spends their time is essential, and taking the time to research that instead of assuming the same results apply can be ideal.
Did You Push The Right Message?
To use our example from before, maybe everyone in the room heard your joke, and the punchline was still funny, but you just failed to tell it right. It’s important to ask whether the marketing campaign reflected what your customers are actually looking for, or if it was off the mark in a notable or even subtle manner. Perhaps the tone didn’t match what your audience expects from you, or maybe the benefits weren’t clear enough to the point where the drive for engagement barely took off. It’s easy to get caught up in creative ideas and smart copy and forget to emphasize why someone should actually care about what you’re offering, especially because it’s like the space has only become more competitive since you were part of it last time.
Did You Use The Right PPC Service?
If pay-per-click (PPC) advertising was part of your strategy, it’s smart to ask if you chose the right platform and service. Not all PPC options are similarly capable, and some may work better for your specific goals than others. Google Ads, for instance, are great for search intent – which means finding people who are already looking for something like what you offer. But if you’re aiming for brand awareness rather than conversions, social media ads may provide more visibility for your budget or even lead you into offline areas.
That’s why using a PPC Agency with a wide array of other marketing capabilities can help you avoid putting all your eggs into one basket, as the old parable goes, and benefit from that approach as a result.
Did You Time The Campaign Correctly?
Beyond seasonal timing that you may have been counting on, you should also consider whether there were any significant events that might have affected the campaign’s performance. For example at the time of this writing, Apple has just revealed the iPhone 16 range. You can be certain they knew not to release this at the same time the next generation of Samsung phones were going to be unveiled, and vice versa.
So, was it that a competitor launched a major campaign around the same time, or perhaps a piece of unexpected news diverted attention away from your messaging? Even things like holiday weekends, school breaks, or industry events can alter where people are looking, why, how, and if they even have any bandwidth left over for you.
With this advice, you’ll begin the work of reflection to consider why your marketing approach spluttered, and how to try again, head held high, the nex time.
