What potential issue should be planned for when implementing major marketing campaigns that significantly contribute to annual revenue?

When implementing major marketing campaigns that significantly contribute to annual revenue, it is crucial to anticipate the potential issue of rate limiting. Rate limiting refers to the constraints imposed on the number of requests a system can handle within a defined time frame. During major campaigns, increased customer engagement and activity can lead to a surge in transactions, inquiries, and overall API requests if the campaign drives substantial traffic.

Properly planning for rate limiting ensures that the infrastructure can handle the expected volume of traffic without experiencing service degradation or downtime. Failure to account for this could lead to a poor customer experience, as users might encounter errors or delays while trying to engage with the service. This is particularly critical for payment processing or e-commerce platforms, where interruptions can directly impact revenue and customer satisfaction. Therefore, having mechanisms in place to manage increased load, such as scaling infrastructure or implementing queuing systems, is vital for the success of such marketing initiatives.