As Q2 picks up speed, many brands are asking a critical question: Is our marketing actually moving the needle? Campaigns are running, budgets are being spent, and dashboards are lighting up with data. But not all metrics are created equal, and not all performance tells the full story.
At E29 Marketing, we believe May is the perfect time for a strategic check-in. Why? Because there's still time to pivot, optimize, and set the stage for a strong summer—and year-end—finish. Here's how to evaluate your marketing efforts mid-quarter and what winning brands are doing to stay ahead.
What Brands Are Asking Right Now
As we talk to clients and scan the landscape, we’re hearing a few key questions from marketing leaders: Are we spending in the right places? Is our content actually converting, or just getting likes? Are we targeting the right audience, or have behaviors shifted? Do we have a plan for summer—or are we flying blind?
There’s a lot of noise in the market right now—from platform algorithm changes to shifting consumer behaviors—and it’s easy for even seasoned marketers to lose clarity. That’s why this time of year is crucial. A quick reset can give brands the perspective they need to make smarter decisions and protect their performance.
How to Conduct a Strategic Mid-Quarter Marketing Audit
Think of this as a performance tune-up—not a total teardown. Start by revisiting your metrics. Go beyond surface-level data and ask what the numbers are really telling you. Look at conversion rates, cost per acquisition, and how your content is driving real engagement—not just impressions.
Next, reassess your audience. Has behavior shifted since Q1? Are your personas still aligned with current market behavior? Use real-time data, competitive research, and platform trends to validate or refine your targeting.
Then, take a close look at your creative. Is your message still resonating, or are people scrolling past? Identify what’s performing and refresh content that's lost traction. Check tone, visuals, and calls-to-action across the board. Relevance wins every time.
And finally, ensure your messaging is consistent across platforms—email, paid media, social, and web should all be telling the same story. When marketing lives in silos, performance often lags.
When to Pivot (and When to Stay the Course)
Not every underperforming campaign needs a total overhaul. But there are clear signs it might be time to shift gears. If you’re seeing high spend with low return, flat engagement, or sharp drop-offs in site behavior, it may be time to revisit your creative, targeting, or offer.
If a campaign was working and has suddenly stalled, it could be as simple as fatigue—audiences need fresh angles. If you’ve never seen traction, it may be time for a deeper strategic adjustment. The key is to move quickly—but with purpose. Test intentionally, track results, and refine in real time.
What High-Performing Brands Are Doing in Q2
Right now, the most agile brands are doubling down on what works and letting the data guide their decisions. They're running short creative sprints, experimenting with new formats, and planning ahead for summer campaigns like back-to-school and outdoor activations.
Many are investing in micro-influencer strategies and authentic content that builds trust—especially with younger, mobile-first audiences. They're leaning into storytelling, but not at the expense of performance. It’s about blending brand with business goals, a bit of “art and science”.
They’re also asking the hard questions about their tech stack, measurement approach, and team alignment—because real growth depends on more than good creative.
Final Thoughts: Make Q2 Count
Marketing doesn’t stop moving—and neither should your strategy. A mid-quarter pulse check gives you the clarity and confidence to adjust where needed, double down where it counts, and move into summer with momentum.
At E29, we help brands make sense of their marketing performance and act on insights in real time. Whether you’re optimizing a high-stakes campaign or just need a smarter plan for summer, we’re here to help.
Let’s talk about how to make the most of Q2—and beyond.
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