A recent study shows that the time to course-correct a flawed campaign is getting shorter and shorter, making planning and reacting in this narrow window more of a challenge. The short-term results of a campaign are often a reliable indicator of long-term success. So what can smart marketers do to course-correct under stringent time windows?
Listening to potential customers at the outset is key. “Launches require rigorous planning and a willingness to be flexible, but perhaps most importantly, it’s engaging with the consumer right from the start,” according to Laura Beaudin, global head of Bain & Co.’s Marketing Excellence practice. Brands can tap into customer engagement by increasing data aggregation and analysis before a launch, and be mindful of subtle differences in their target consumer communities.
Prioritize (and Re-Prioritize)
Smart marketers use social listening statistics and in-campaign optimizations and other holistic insight combining data and foresight to course-correct customer satisfaction, business growth, conversions and a website’s online health. Technology helps these agile marketers see ways they can improve campaigns as they progress.
Be Agile with Budget Too
The modern marketing world needs flexible budgets to respond to data and trends at the spur of the moment. Budgeting for this scenario requires finesse, and is easier said than done. Campaign optimization can reveal which messages work best for which audiences and media for the maximum outcome.
The ability to evolve and change tactics in constantly changing conditions is a challenge for modern marketers, but adaptability means that everyone wins.
Beckon is able to offer new AI technology to predict the channels and content that will bring marketers the best results, allowing agile marketing to be even more refined. Let us be the single source for measuring your return on investment. Contact us today.