How should I evaluate whether a marketing campaign was successful?

Don’t evaluate marketing campaigns purely on immediate sales or as a binary exercise where one dollar in must immediately produce five dollars out. A successful campaign should be measured by the quality and quantity of attention, leads, and relationships it generates—new email subscribers, social followers, engaged prospects. Then measure success by what you do afterward: Do you have a follow-up plan? Are you consistently marketing to these new contacts? Are you staying top of mind? The true ROI reveals itself over months and years, not just in the immediate aftermath. Think of all your customer acquisition costs going into the same bathtub—some efforts will profit widely, some will break even, some might lose money initially, but blended together with proper follow-up marketing, they become profitable over time.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2019-05-15