Introducing Iterative Marketing, a methodology for continuous improvement. Born from frustration with “big campaign” thinking, Iterative Marketing is a compilation of industry best practices, packaged to work together. Learn about the six fundamental truths and six actionable components that make up the methodology.
In this episode, we discuss…
- Iterative Marketing genesis from frustration with “big campaign” thinking.
- It is a compilation of best practices within marketing, just in a package and with a name.
- The methodology is based on six fundamental truths (level-setting beliefs/understandings of marketing) and six actionable components (the actions you take to apply Iterative Marketing).
- Six Fundamental Truths are the shared beliefs of the Iterative Marketing community. They are:
- Persona-First: Marketing is most impactful when every idea is approached from a persona-first mindset.
- Programs (Not Campaigns): Programs produce the best ROI when they are indefinite (not time-boxed), continuous and repeatable.
- Measurement & Feedback: By making measurement and feedback part of the planning process, we ensure we have the data needed to make business decisions and allow for continuous improvement.
- Minimum Viable Marketing Program (MVMP): Beginning with a minimum viable marketing program maximizes opportunity to apply insights as a program grows, minimizing investment in unsuccessful ideas.
- Data-Driven Decisions: The best decisions are based on data, rather than bias or sunk cost.
- Create Insight: Experimentation is most valuable when it not only leads to improvement in program results, but also drives insights into our personas.
- 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:
- Brand Discovery: Uncover how your buying audience feels about your product or service and how they rationalize the decision to buy.
- Persona Discovery: Document the individuals involved in the buying process in a way that allows us to empathize with them in a consistent way.
- 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.
- 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.
- Experimentation and Optimization: Conduct thoughtful experiments designed to produce statistically significant business insights and apply the results to optimize performance.
- 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.
For more information on the charity in this episode, please visit St. Jude’s Children’s Hospital.
The Iterative Marketing Podcast, a production of Brilliant Metrics, ran from February 2016 to September 2017. Music by SeaStock Audio.
Learn more about Iterative Marketing and listen to other episodes on Apple Podcasts, YouTube, Stitcher, SoundCloud and Google Play.