Marketing campaigns are anything but static. They require constant tweaking and adjustments to ensure that they continue to resonate with loyal and potential customers.

Sometimes, marketing campaigns have to be adjusted at a moment’s notice. Below, eight members of Business Journals Leadership Trust discuss the key elements to seamlessly pivoting a marketing strategy due to unforeseen circumstances (and why these elements are effective).

Assess the world around you continually

Don’t let your marketing become tone-deaf to changing public sentiment. Marketing doesn’t happen in a vacuum and messaging that works today may become unsuitable tomorrow based on events inside or outside of your business. Continually assess the world around you and adjust campaigns as necessary. Tweak your messages and/or media buys while fortifying your brand to stay ahead of the curve. – Lincoln Jacobe, 6 Pillars Marketing

Read the entire article on bizjournals.com