Those in the IT industry will know all about the principles of agile project management. In a nutshell, agile development is a flexible, collaborative approach to change which focuses on lots of little tweaks (or iterations) as opposed to expensive and time consuming mega projects.
The agile paradigm has proved to be so successful in smart workplaces that it has expanded from software development into other areas – including digital marketing, which is where we come in!
Advertising Sprint Tests: Six Steps to Smarter Marketing
At Vu Online, we have combined the principles of agile/lean marketing with established digital marketing testing processes (e.g. A/B testing) and a flexible, low cost advertising platform (i.e. Facebook).
When our customers want to try out a new product or service on their existing market or test the response of a new market segment they don’t want to be spending vast amounts of money in long-term advertising campaigns.
Our advertising sprint tests aim to save them time and money while collecting rich market data. We follow the six step process below (which can also be adapted to other types of project and marketing platforms).
Define your Metrics
The first step is to decide what we want to measure. Based our customers’ goals we might choose to measure the number of page followers, post shares or revenue earned. Of course, we’re looking for the metric of choice to improve after the test. The ultimate goal is to gauge the response of the target market to the promotion.
Set your Sprint Time
So why do we call it ‘sprint testing?’ Just like a running race, we are not interested here in implementing a test for the long ‘marathon’ haul. The flexibility and low cost of Facebook advertising allows us to run a test for a small amount of time, certainly no more than a month.
We also need to pick our tests carefully. For this we bring together the team as a whole and come up with ideas about the types of Facebook ad campaigns that might deliver results. Some of these ideas may be crazy (as you will understand when you meet the team!) but they all get recorded (even if it’s only so we can mock them later).
Choose your Test
Next we need to prioritise the tests we are going to run. We tend to favour A/B tests and landing page tests but there are no hard and fast rules. What is important is that the tests we run first are those most likely to have a positive impact and cost the least amount of time and money. A points system can be valuable here but intuition shouldn’t be ignored if a test really appeals to the team.
Run and Analyse
Then we run the test, collect data from different sources and evaluate the results. Has the test led to a clear conclusion about market reaction? Can we confidently tell our client that ad A is appealing to a certain segment they are targeting or do further tests need to be done?
After we’ve drained all of the juice out of the first test we go back to step 3 and repeat the process. We also reflect on the process itself to make sure we are serving our customers in the best way possible – that is gleaning the most information about the market for the least cost.
Advertising sprint tests are just one tool in our digital marketing toolkit. For more information about how we can use our smart approach to digital marketing to serve your business, please give us a call or drop into our Totnes office.
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