Brands should test out multiple hypotheses and strategies to create agile marketing campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2020, 2:17 AM GMT+0

Build a well-structured program to run many tests and prove a hypothesis before executing a strategy.

This article suggests marketers test out new strategies based on data decisions and create agile marketing campaigns, rather than just seeking solutions from industry blogs. While blogs are insightful, ensure ideas collected from them are analysed, tested and that they align with marketing goals.

Creating a cross-functional team with employees from various departments and skills can enhance communication and decision-making and help spot potential issues. Brands should leverage data to guide their decisions and run multiple tests to measure their marketing efforts.

Marketers should be cautious of just optimising for a single metric and should evaluate the short-term and long-term implications of it. Considering both quantitative and qualitative insights is recommended to test new ideas and develop successful campaigns.

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