Have you got an up-to-date campaign planning process?
Ad hoc campaigns or those that re-use old approaches from previous campaigns that have been successful can be the time-saver you need to get a new campaign up and running. Here at Smart Insights, we are victims of this type of planning too and sometimes fall prey to the “this worked in the past, therefore it will work now” approach. But, every campaign needs to be unique, individual and well thought out and make use of messaging, segmentation targeting and correct timing that takes into account external factors.
