As the year draws to a close, now is the perfect time to take a step back and look honestly at your marketing efforts. What went well? What didn’t? And why? And most importantly, what should you do differently in 2026?
Too often, businesses roll straight from one year into the next without pausing to reflect. But a bit of analysis now can save a lot of wasted time and budget later down the line.
Start with the data, but don’t stop there
Your first instinct might be to open your analytics dashboard and see which campaigns delivered the best numbers. That’s a great start, but it’s only half the story.
Yes, you’ll want to know:
- Which campaigns drove the most traffic or leads?
- Which channels gave you the best return on investment?
- Which posts or emails actually got people talking / responding?
But data on its own doesn’t explain why something worked. Sometimes a campaign performs well because it hit at the right moment, or because the messaging resonated in a way others didn’t. That’s where human insight comes in. Look beyond the numbers to the context, the timing, the audience mood, even what your competitors were doing.
Ask your team and your clients
Some of the most valuable feedback won’t come from analytics at all. Talk to your team about what they found easy or difficult to deliver. Did they feel confident in the message? Were the tools and processes in place?
And don’t forget your clients. A quick survey or a few informal conversations can reveal what actually made an impact. Ask your clients for their feedback, maybe they loved your email newsletter but didn’t even notice the big campaign you ran on social media.
Spot the gaps
Once you’ve reviewed what worked and what didn’t, look for what’s missing.
- Did you create enough content for each stage of the customer journey?
- Did your campaigns tie together under a clear strategy?
- Was your brand voice consistent across channels?
Sometimes the biggest opportunity lies not in doing more, but in tightening up what’s already there.
Set clear priorities for 2026
Armed with your insights, the next step is to turn reflection into action. You don’t need a full rebrand or a complete overhaul, just a clear sense of focus.
Ask yourself:
- What should we do more of because it worked?
- What should we stop doing because it didn’t deliver?
- What should we test next year that we haven’t tried yet?
This is also a great time to revisit your goals. Are they still relevant? Does your marketing align with where the business is heading?
Make 2026 your most strategic year yet
At The Marketing Associates, we help businesses turn these reflections into practical, evidence-based marketing strategies. Whether you need to refresh your messaging, sharpen your campaigns, or get more from your budget, a structured review can make all the difference.
Taking stock now means you’ll enter 2026 with clarity, confidence and a plan that actually works
If you would like to make your marketing feel more genuine, more thoughtful and more connected, visit www.themarketingassociates.co.uk.
Get in touch with us.
tabitha@themarketingassociates.co.uk or call 01233 720379
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At The Marketing Associates, we specialise in strategic freelance marketing support for professional service practices, providing excellent quality advice on your marketing strategy to develop and grow your business on a retained basis.