Creating a successful marketing campaign is no simple task. Even the most seasoned agency professionals will sometimes see lackluster results after carefully planning a comprehensive strategy. When a campaign sputters and fails to achieve traction with target audiences, it’s time to take a hard look at tactics and outcomes to figure out what went wrong and what can be changed to turn things around.

Forbes recently quoted Viewstream CEO, John Assalian, on how to pivot when faced with an underperforming campaign. John’s quote was:  

Step Back And Rethink Your Audience Strategy

If a campaign isn’t generating results, step back and rethink your audience strategy before you change creative. We see that subtle pivots in the audience targeting can result in a more refined, nuanced approach. Marketing is iterative. Change the audience and quickly get your campaign on track. – John Assalian, Viewstream

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