A lot can change over the course of a year. That’s why it’s important to take a step back and conduct a mid-year review of your marketing plan to ensure your strategy is effective and accurately reaches your target audience.
Mid-Year Evaluation
Throughout the year, it's possible that you’ve lost sight of your initial marketing goals or strayed from your initial strategy. As you prepare to finish the year strong and start next year’s marketing initializes on the right foot, it’s important to review your mid-year progress so you can realign your strategy as necessary.
In today’s marketing landscape, this means paying attention to more than just performance metrics. Incorporating artificial intelligence (AI) tools and leveraging customer data effectively can be the difference between a stagnant strategy and one that drives measurable impact.
Follow GROWL’s guide to reviewing and updating your marketing plan so you can drive positive results for the second half of the year.
Getting Started
First things first, you need to assess the original strategy and goals to ensure they still align with the direction of your organization. Ask yourself the following questions:
- Are your goals realistic and measurable?
- Did you fully accomplish any of the goals: Why or why not?
- Have your goals or priorities changed?
- Do you have data that shows you have accomplished these goals?
Next, evaluate your campaign and marketing execution:
- Which campaigns are completed, and which ones need focus?
- Did you meet your campaign objectives? Why or why not?
- What insights can you gain from your current marketing data?
- Are there gaps in your current marketing data?
- What challenges or roadblocks have you faced so far?
Now is also a great time to audit your use of AI tools and customer data:
- How are you currently using AI in your campaigns? Tools like ChatGPY, Jasper, or Copy.ai can assist with content ideation.
- Are you using AI-driven analytics to interpret performance data and identify trends you might be missing manually?
- Are your systems (like your CRM, website, etc.) integrated and updated in real-time?
Finally, determine new opportunities:
- What growth opportunities do you see for the last half of the year?
- Are there any new marketing channels you want to target?
- Is there anything new your audience may be looking forward to?
- Are there new AI-powered tools you could test to gain a competitive edge?
Check It Off
To help you stay on track, utilize a marketing and sales checklist for monthly and quarterly planning. Continuously analyze and update your plan based on the data you collect, and be sure to check in with team members to ensure marketing and sales alignment.
Also, evaluate how your tech stack is supporting your goals. Is your CRM capturing the right data? Is your AI-enhanced reporting helping your team make faster, better decisions? Ensure that your tools are aligned to support personalized, scalable marketing.
Pro Tip: Set up regular AI-generated reports or dashboards that highlight customer behavior trends, campaign performance, and audience engagement metrics. This saves time and empowers your team to act quickly and strategically.
Need help ensuring your mid-marketing review is on track? Your website should be your most valuable asset in helping you achieve your goals. Turn your website into a lead-gen machine today by requesting a free website assessment now.