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Understanding the Power of Experimentation for Your Next Marketing Campaign

Understanding the Power of Experimentation for Your Next Marketing Campaign

Is it worthwhile to carry out experimentation if you’re a marketer within a small company? The answer is a definite yes! Experimentation generates data that is turned into actionable insights, which ultimately lead to better marketing decisions. In today’s world, experimentation is crucial for growth and innovation. Below are easily implementable ways to get started on designing experiments and making them a key part of your marketing operations.

Work Backwards (and Make Results Actionable)

To make experiments well worth your time and effort, the experiments need to be able to provide results you can actually implement. Hence, actionable results should always be the goal of any experiment you carry out. Ask yourself what kind of marketing decision do you want to make at the completion of the experiment and let this decision guides how you collect data. This approach, in which you start from the end and work backward, prevents you from conducting an experiment that generates vague, unusable results.

Think Short-Term 

The most accurate and actionable experiments deal with actions that can be measured immediately, such as measuring purchasing behaviors to determine if the changes lead to higher profits. You don’t want to be measuring things that would take 20+ years to gather results like lifetime customer value.

Start Small

Experimentation can also be small at first. In fact, it’s highly encouraged as you don’t want to be overwhelmed when doing something unfamiliar. You can use experiments to determine optimal pricing for your product/service or even experiment on which type of email content is going to generate more leads.

Be Incremental

In conjunction with doing small yet manageable experiments, you also want to design experiments aimed at incrementally changing each interaction with your customers. You don’t want to overhaul an entire company website in one go. Rather, start by tweaking the landing page.

Seek Out Natural Experiments

You don’t need to treat experiments like they’re supposed to occur in a lab environment. The key to identifying natural experiments is to find treatment (affected group) and control (status quo group) groups that are influenced by external factors. For example, a new state law requires that you now have to collect tax from online purchases. You can create an experiment out of this external factor by measuring the number of purchases on your website before the online tax initiative against the number after the initiative.

3 New Mobile-Driven Consumer Behavior Trends You Should Know

3 New Mobile-Driven Consumer Behavior Trends You Should Know

Mobile usage is fast becoming the default way in which customers engage with your business. Micro-moments is a term coined by Google to describe the pervasive behavior arising from mobile usage – the demand for immediate information during the time they want to buy, do, and go. Micro-moments have been evolving and there are 3 new behaviors that are becoming prevalent today as a result of this immediate need to know.

The “Well-Advised” Customer

Customers want to be able to make the best decision by doing mobile search. Google has seen a surge in the use of the keyword “best.” Mobile phones have enabled customers to be able to retrieve this information much faster and easier.

The “Right Here” Customer

Customers expect information to be personalized to them based on their location. What this means is that customers now assume that your business will deliver relevant information according to where they are by simply typing in the word “dinner.”

The “Right Now” Customer

Customers are now using their phones to make more decisions last-minute and spontaneously. Hence, the urgency to find information immediately now and here has intensified. As a business, you can gain more customers by meeting and addressing their customer needs ‘in-the-moment’.

Read more on micro-moments at: https://www.thinkwithgoogle.com/intl/en-ca/consumer-insights/micro-moments-consumer-behavior-expectations/