While the final step in campaign development is evaluation – the evaluation process should really be ongoing throughout the entire campaign. Ultimately, you will evaluate overall performance (i.e. how many people took the desired action) after the campaign concludes, or has had time to make an impact but you should measure smaller milestones as you go. For example, how many impressions and engagements are you getting on social media? Are people signing up for email or calling to inquire about services? Evaluating these intermediary steps or actions early and often will help you to further fine tune messaging and outreach methods and allow you to optimize your overall results.
A review, refinement and updating exercise of the definition and supporting principles will be undertaken in 2017 among members of all the current supporting associations and any new national or regional Social Marketing associations that are in existence at that time. This exercise should aim to test the definition against member’s opinion of good practice at that time and make any necessary changes.
In 1994, Tobin launched a beta version of PC Flowers & Gifts on the Internet in cooperation with IBM, who owned half of Prodigy. By 1995 PC Flowers & Gifts had launched a commercial version of the website and had 2,600 affiliate marketing partners on the World Wide Web. Tobin applied for a patent on tracking and affiliate marketing on January 22, 1996, and was issued U.S. Patent number 6,141,666 on Oct 31, 2000. Tobin also received Japanese Patent number 4021941 on Oct 5, 2007, and U.S. Patent number 7,505,913 on Mar 17, 2009, for affiliate marketing and tracking. In July 1998 PC Flowers and Gifts merged with Fingerhut and Federated Department Stores.