This is a brief outline, in terms of an always on presence, and how you can work with your marketing in an agile, data driven way. For the customer journey you can use the see – think. do care template I’ve made, or any customer journey template that suits you.
See this as a roadmap for ongoing work that you can add and subtract to. The purpose of this is to give you an idea of how to get started and what can be included in the scope of agile marketing activities.
The timeframe between the different evaluation points can be 2-4 weeks, depending on the scope of what you are doing and the amount of data and traffic you need to evaluate.
- Define what you want to achieve
- Ensure tracking is implemented on your website – so that when the visitors land on your website – you can measure what they do there
- Create a KPI framework that is designed around your customers journey – not how you want the customer to interact with you (see think do care)
- Identify KPI’s within the journey to measure performance from a holistic perspective and for each channel you start with and your own website, newsletters and so forth – and how you are going to evaluate them in each stage (first click conversions – versus last click/attribution) and messages
- In the think and do phase – narrow it down to micro moments
- Ensure you got the content and creative to support the marketing set-up
- Start with a selection of your bought media channels (always on)- distribute the budget for each channel along the customer journey
- Launch and gather test data for an amount of time which is specific to what you are doing – can be 2-6 weeks – depending on purpose, volumes etc.
- Evaluate you content – to identify content gaps.
- Evaluate and take action on findings
- Re-distribute budgets for increased ROI and balance within the customer journey channel map
- Start A/B testing and add this to the process
- Adjust andy landing pages, messages/creative (based on CTR, what converts and so forth), call to actions, banners etc
- Distribute findings within the organization
- Start with re-targeting from identified key pages on your website with reflecting marketing messages for each
- Evaluate and take action on findings – adjust messaging & creative, content, redistribute budgets, add or remove marketing channels along the customer journey
- Adjust the re-targeting to take it to the next level
- Start CRO initiatives on conversion flow
- Evaluate – refine and optimize the entire marketing set-up
I first discovered Miki Agrawal in a video about womens period-proof underwear. She had me hooked and I bough my four first pair of Thinxs and had them shipped all the way to Sweden after watching it.
The company and branding is brilliant for Thinx as well as the thought that by making my life easier I also contributed to making 4 other womens lives easier somewhere in the world. By my purchase enabling them to continue in school and get an education and not being taken out of school due to getting their periods.
She also runs a pizza-chain called Wild. Which serves farm to table organic pizza.
Why I like this book:
- Do cool shit is written in a personal way and has actions/exercises in the end of each chapter. They consist of questions to ask yourself to get clear on what you want to achieve and where you are heading.
- The book is both highly inspiring and insightful. A business book for the modern era and to show you that business can be fun and centered around who you are/your personality as well as being socially responsible and conscious.
Who is it for
- For the creative person who want’s to come out of their comfort zone and reach through the noise with their company and brand but starting at a “Blue Peter level”.
When to read it
- When you need inspiration for that everything is possible if you put your mind to it. Written in a friendly and entertaining way.
Key take aways
- How to own your shit when it hits the fan
- The action items named “Cool shit challenges” to make you think at the end of each chapter and apply to work on your own brand, company or idea.
- The snippets called “Cool shit takeaways” to learns from Miki’s experiences.
- How to talk to investors and raise capital
- How to get media and exposure when you have a zip-zero budget for it
- How to take care of yourself
- How to find a business partner suited for you
- How to get shit done fast
- How to be your authentic self in business
NOTE – however this is a good book and I think that Thinx is a great product – I wont be buying from them again anytime soon – until the recent allegations about how Miki Angrawal run Thinx in such a counterproductive way versus their core brand values that where supposed to be female empowerment. Needless to say Im really disappointed and will continue to watch this unfold as I’ve added my own two cents to the dialogue on twitter about this.
In my experience and workI’ve noticed that customer surveys are often overlooked by businesses before large projects or program investments. It’s such an easy and cheap tool, which connects you with your customers and can help your company iterate and improve both product and service. A a source to gain valuable insights from the customers where their voice and opinion can add value and a much needed outside perspective.
If you are creative, this can be used as a tool to build loyalty – and repeat orders from your customers 🙂
This article covers the overall customer survey strategy so to speak.
This is my calculation which I use when I want to see if there is a business case behind a media investment for my clients or my own marketing initiatives.
There are so much information available today, and from that you can manually calculate predictions and potentials before you choose to invest in a specific media, channel or campaign. Armed with the right specific, relevant numbers for your business and some industry averages you can create a hypothesis for the potential for an investment if you are unsure, or just want to make a calculation in terms how you should re-distribute your media budgets and what the potential could be.
Marketing today, merges business savviness and analytical skills. There is just a question of time (I guess there already is someone out there who has turned this into a formula, if not, that someone could make some nice bit of cash on a software for this, collecting data from advertisers, merged with some kind of ad score to calculate predictions based on data available).