More information in the post
Faster pace and more data
Adjustable parameters
Clear KPIs and follow-up
Competitor analysis and changes in the business environment
A/B testing and customer surveys
Qualitative and quantitative data
NPS measurements
In the past, the marketing plan was driven by the budget. Before a new budget period, a plan was drawn up and then largely followed. At the end of the budget period, an evaluation was carried out which then formed the basis for the next period.
Faster pace and more data
Now everything is much faster and we have a lot more data that we can follow up to make the right decisions. Of course, it is important to use the decision-making basis that exists to sharpen the marketing as much as possible.
Adjustable parameters
Important parameters we can tweak beyond message and execution are of course channel selection, format, budget allocation, bidding strategies, audience settings for performance marketing, just to name a few.
Clear KPIs and follow-up
It is important to have clear KPIs to work with and to be consistent with what data to look at in the first place. We usually follow up on campaigns monthly with a report that includes a recommendation for changes if we see that it is appropriate. But in the run-up to the fall, it can be good to have a more comprehensive reconciliation. What is planned for the future? Are new products to be launched, do we want to enter new markets? Are there external changes we should keep an eye on? What will happen that could lead to an adjustment of the marketing plan?
Competitor analysis and changes in the business environment
It is also good to check what your competitors are doing. If they have intensified their efforts in a particular product or service area, this may affect keyword marketing, demand for certain keywords may have increased and prices have been driven up. If this is the case, it may be appropriate to review bidding strategies and adjust the plan.
A/B testing and customer surveys
A/B testing of messages, design, channel selection and format, etc. is incredibly important. But there are many combinations, and sometimes it can be useful to ask your customers, current and prospective, for help. As you all know, there are many different ways to research attitudes, expectations and trends.
Qualitative and quantitative data
We usually work with several different methods. Telephone interviews are one way. In this case, we are not looking for statistically reliable data, but it is about capturing thoughts and ideas and gaining new perspectives, i.e. qualitative data. You can often see a clear pattern after five to ten conversations.
Web surveys are another very affordable way to collect data. The approach can vary, the important thing is to think about selection criteria and to design the questions in the right way. We have also conducted lots of focus groups, which are a great way to test campaigns and get important input on new products or services.
NPS measurements
We also want to highlight NPS measurements, or Net Promoter Score. That is, how likely your customers are to recommend you to others. It is of course important to see a rising trend here, but if you don't measure, you don't know.
Book a meeting
If you want to book a meeting, online or in person, let us know and we will find a time.
