Iterative Marketing Podcast Episode 6: Marketing Optimization

Optimization puts the “iterative” in Iterative Marketing. If done correctly, their impact compounds far into the future, resulting in great gains for your marketing programs. Learn more about how optimization can result in continuous improvement for your marketing and help connect the dots to ROI.

In this episode, we discuss…

  • 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.
  • 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 Home For Our Troops.

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.

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