Marketing Optimization – Putting the ‘Iterative’ in Iterative Marketing

Marketing Optimization – Putting the ‘Iterative’ in Iterative Marketingsteve robinson

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Show Notes

• Optimizations refer to incremental improvements made over time to a marketing program. These are changes informed by data or experimentation to determine if an activity is working well or not performing.
• If done correctly, optimizations’ impact compound far into the future, resulting in great gains for your marketing.
• Studies show that marketers struggle to connect the dots between marketing and ROI. Optimizations help make those connections by showing continuous improvements to executive teams and shareholders.
• Experimentation and optimization is the fifth actionable component for Iterative Marketing. See the full list below.

Charity of the Week:

Home For Our Troops

Six Actionable Components are the actions we take as marketers to implement Iterative Marketing. They don’t have to be implemented all at once. They are:

1. Brand Discovery: Uncover how your buying audience feels about your product or service and how they rationalize the decision to buy.
2. Persona Discovery: Document the individuals involved in the buying process in a way that allows us to empathize with them in a consistent way.
3. Journey Mapping: Plot the stages and paths of the persona lifecycle, documenting each persona’s unique state of mind, needs and concerns at each stage.
4. Channel and Content Alignment: Align every piece of content and marketing channel/activity to a primary persona and primary marketing stage, identifying new channels and content needs where opportunities exist.
5. Experimentation and Optimization: Conduct thoughtful experiments designed to produce statistically significant business insights and apply the results to optimize performance.
6. Reporting and Feedback: Report and review data and insights to drive decisions in content and strategy, as well as information to be used by the organization as a whole.

We hope you want to join us on our journey. Find us on IterativeMarketing.net, the hub for the methodology and community. Email us at [email protected], follow us on twitter at @iter8ive or join The Iterative Marketing Community LinkedIn group.

The Iterative Marketing Podcast is a production of Brilliant Metrics, a consultancy helping brands and agencies rid the world of marketing waste.

Producer: Heather Ohlman
Transcription: Emily Bechtel
Music: SeaStock Audio

Onward and upward!