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iterate – Veronica Stenberg
https://www.veronicastenberg.com
Digital Insight, Strategy & Marketing ConsultantSun, 09 Apr 2017 15:35:29 +0000en-GB
hourly
1 https://wordpress.org/?v=6.4.4https://www.veronicastenberg.com/wp-content/uploads/2013/11/cropped-veronica2-32x32.pngiterate – Veronica Stenberg
https://www.veronicastenberg.com
3232A roadmap for agile marketing
https://www.veronicastenberg.com/a-roadmap-for-agile-marketing/
Mon, 10 Apr 2017 04:43:11 +0000http://www.veronicastenberg.com/?p=5133
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