Feedback loops, micro-campaigns, and mass personalization will be the focal point this new year for agile marketers.
Micro-campaigns are going to be popular in the coming year as marketers divide bigger campaigns into smaller pieces. These bite-sized campaigns include sponsorships, blog posts, social contests, in-store promotions, etc., which are released to customers in phases. Instead of detailed campaign planning, marketers need to just start with a goal. Initiating the campaign with smaller targets helps in the proper allocation of funds. This strategy gives time to marketers to prioritize the marketing goals to create a marketing backlog. While marketers plan to do more marketing, the first micro-campaign allows them to launch something much sooner than spending the upfront time planning everything.
The reason micro-campaigns are the future of marketing, is that now the marketers won’t waste time in planning and will also distribute funds smartly based on timely feedback. Micro-campaigns help to analyze the performance and invest in the next stage cautiously. They are a low-risk and a quick way to test the market and check the performance of the campaign to assure that things are on the right track. Micro-campaigns also allow marketers to adjust promptly and build on the momentum from the audience.
While rapid feedback loops have been in use for a while, processes are becoming more and more data-driven. Firms need to incorporate feedback loops into marketing as soon as possible. Regular old feedback loops are applicable in many different forms, but they’re simplified while running micro-campaigns. If marketers wait until they’ve perfected all of the campaign elements, some feedbacks might become meaningless because it is too late to improvise.
To take feedback to other level, marketers in 2020 need to incorporate tools that automate a lot of this work to make tracking easy. After all, there are millions of social platforms and websites people can turn to, so if the messaging isn’t resonating with customers right away, they might leave the brand. Companies now don’t have the luxury of pushing self-serving messages. Marketers really need to focus on testing and learning. They don’t know what can potentially resonate with the customers and prospects until they try out a few different approaches.
So this leads right back to two necessary steps – micro-campaigns and data-driven rapid feedback loops. With micro-campaigns, firms can succeed or fail their personalization quickly. With timely feedback and supporting data to back up the feedback, firms can be agile and switch gears. So being a smart marketer in 2020 will mean learning-by-doing through micro-campaigns, backing up their actions with data analytics. Marketers need to make “marketing” all about the customers, and not merely about the company.