The need for marketing speed is obvious and not just because customers are global and they buy 24/7/365. Factor in market segment fragmentation – how many ways there are to reach customers (channels, multiple devices) and don’t forget the usual product tweaks/frequent updates, along with new world-market dynamics. Speed? no kidding.
How’s a marketing professional supposed to meet the customer/prospects’ expectations of first-rate, quality, relevant and dynamic product messaging in this will-o-wisp environment?
Try a little Agile with your marketing.
- Forget “big batch” Market Plans for the year and instead chunk the campaign or market planning into small marketing projects. OK, you really can’t do this YET! So >>> start by limiting the number of pages in the plan. Fill in the details the further along you go. Now you get the picture!
- Define the success measurements – decide upfront how you’ll know if the campaign, new web page or video you posted is meeting/exceeding expectations. Use tools like Google AdWords or ROI calculators to do this and do this often. Be flexible, adjust or fix as necessary, maybe even “can” the project. The sooner you know the results, the better you can allocate your scare resources (people, time, money) to the best performing projects. Congratulations, you now have results based marketing.
- Failure is an option – learn from it…
…just don’t fail the same way twice. – Jascha Kaykas-Wolff, CMO Mindjet