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  • Writer's pictureKate Lloyd

Reflections and Projections: Your End of Year Marketing Review

Ah, the end of the year: A time filled with holiday cheer, celebrations, and...strategic marketing planning??? That's right! As we approach the final straight of 2023, it's the perfect time for businesses of all shapes and sizes to reflect on the past 12 months and begin to outline the plans for 2024. It may sound daunting, but don't worry; we're here to guide you and inspire some fresh ideas for the coming year.


Reflect on the Last 12 Months

First things first...take a step back and review your 2023 marketing efforts. To make an informed plan for the next year, you need to understand what worked, what didn't, and why.

Start by evaluating key performance indicators (KPIs) such as lead generation, brand awareness, conversation rates, and customer retention. Delve into your social media metrics, website analytics and sales data to understand the narrative of 2023. Was there a notable rise in engagement? Did certain types of content perform better, and if they did, why?


Customer Insights

Next, place a magnifying glass over your customer data. Are your buyer personas still accurate? Has your target audience expanded — or perhaps shifted? A customer survey or feedback form can be incredibly beneficial for gathering this information.

Keep an eye on the market, too. Has there been any significant change in consumer behaviour? Are there new trends you should be aware of? Keeping a pulse on your customers and the broader market could unlock valuable opportunities and ensure you steer clear of any risks.


Tools and Technology

Now is a great opportunity to reflect on the tools and channels you have utilised throughout the year. Take a moment to evaluate their effectiveness in meeting your needs and goals. Consider exploring new technologies that can help optimise your workflow and achieve better outcomes. Embracing technological advancements and trends can empower you to adopt a proactive and innovative approach to your work. Most software packages and apps offer a free limited-time trial, so give them a go and see what works for you.


Competitor Analysis

Never stop looking outward! Carry out a competitor analysis to understand their strategy. Explore their online presence and customer reviews, and even get a feel for their in-store experience if applicable. What do they do well, and where is there room for improvement? These insights can provide invaluable guidance for shaping your strategies.


Crafting the Strategy

After thorough reflection, it's time to get cracking on the plans for the new year. Using the insights that you have gathered, draft your 2024 plan. Define your objectives, develop your buyer personas, and plan out your marketing mix — but remember that your plan should be fluid, allowing for adjustments and developments throughout the year.


Seek Professional Help

If you find this process overwhelming, consider reaching out to a marketing consultancy. As experts with a birds-eye view of market trends and effective strategies, we can help tailor a marketing plan that best suits your needs, goals, and budget.


Remember, every ending is also a new beginning. As 2023 draws to a close, let's welcome 2024 as a fresh opportunity to solidify your brand identity, connect with your customers, and carve out your space in the market.


Cheers to a great 2023 and an even better 2024!




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