Strategy

A roadmap for agile marketing

agile-marketing-definition

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.


Step 1
  • 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

 

Step 2
  • 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.

Step 3
  • 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


Step 4
  • 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

 

Step 5
  • Evaluate – refine and optimize the entire marketing set-up

 

Digital transformation – educate and empower your staff

digital transformation

If you are going to do things differently but with the same staff you need to educate them to expect a different result and ensure a different way of working.

If you never educate the staff along your digital transformation journey then you will still have staff that does the same thing they have always done.

To truly change the way you do things, it has to be done differently and that means your staff has to work in a different way and use and be open to new methods. Strong leadership is also a key component in this.

To empower your staff in this journey is to educate them, why you are doing all these changes, what it means to them and how they play a key part in actually making this transition successful.

customer survey strategy

customer-survey-strategy

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.

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How to calculate potential ROI for a media investment

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).

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