Remember that marketing mission statements are a living and breathing thing. The world of online marketing is constantly changing as are the tools that help execute marketing plans and those that measure results. Plan on reviewing the mission statement at a minimum annually and possibly quarterly or semi-annually if appropriate for the organization. Don’t forget to get analytics audited by an independent auditor on a regular basis to ensure the data being collected is as accurate as possible, and that all data that should be collected is reported.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.