In an age when consumers decide within seconds whether or not to abandon a website, marketers need to maneuver and adapt in real-time.
Here are three ways to pick up the pace:
• Test and learn. Set up experiments that help you learn about your customers and constantly adjust your approach as you get new insights. Start assessing the campaign even before it ends. If it’s clear you’re not influencing 18 to 25 year olds the way you wanted, alter it in real time.
• Know when to stop. Some marketers spend weeks chasing the “perfect” solution when “good enough” will do. Prioritize speed over quality.
• Simplify your results. Don’t get bogged down by reviewing outcomes for weeks. Rather than reporting dozens of metrics, focus on the handful that tell you whether your campaign is working and what you might do differently next time.
Adapted from “Four Ways to Market Like a Startup” by Brian Gregg and Vivian Weng.