Most people think you monitor the effectiveness of a campaign only once the promotion is over, but this is not so. True, in the offline world when you launch a print campaign you monitor how effective the campaign is after it’s over, but the difference is the fact that you can’t change what has been put into circulation once it’s printed. When launching a campaign online, this is not the case. For example, if you were to launch an extensive online advertising campaign using rich media banner advertisements, you could easily change the creative for the campaign halfway through the campaign if it proves that it is not generating the response that you are looking for in most cases, anyway.
Whenever you launch a campaign, it’s critical that you continuously monitor how your target market is responding to the campaign not only determining if they are viewing your promotion, but are they responding to it? Are they completing the task that you have asked them to complete? If you simply implement a campaign and review its effectiveness once the campaign offer has expired, then you may find less than desirable results as the outcome. Alternatively, if you were to monitor the campaign’s effectiveness during the ongoing implementation process, then you can identify its shortcomings before it’s too late.
