Agile Marketing

Hallmark 2: Experiments Not Missions

Here are three reasons to decide that a particular aspect of a campaign is OK as is, at least for now:

You reach diminishing returns.
In economics, it’s well-known that you get most of the value of any action when it is first taken, eventually getting to the point that doing more and more returns less and less. When you are tweaking a campaign, and you see that your clickthrough rate soars with a change, but then further tweaking that change shows little improvement or even regression, then it might be time to work on something else.
You have bigger fish to fry.
Don’t miss bigger opportunities just to perfect a small one. Even if you think that you can dramatically improve a campaign, it’s not worth doing if you are missing the chance to improve another one that drives even more value to your business. Work on the most important things first.
Excessive change is sometimes penalized.
In a world where algorithms constantly judge your content’s quality, churning of your content can be counterproductive. If you engage in incessant tinkering, the way spammers do, you might be perceived yourself as a spammer. In addition, you could imagine that daily updates to your LinkedIn profile or relentless changes to your website navigation and design could provoke negative reactions, regardless of the intrinsic value of any particular change in and of itself.






So, experimental marketing is a good thing, but only when it is measured in terms of business value. If your experiments are making big improvements in your most important campaigns, you’re working on the right things. Like any technique, experimental marketing can be abused when it is approached as an end in itself instead of a way to improve business results. I write about this less because I suspect more companies are at the starting line deciding whether to run. What about your company?


Up NEXT, use the Reflect section to review what you’ve learned in this unit. Once you’ve finished the assessment, click DONE to navigate to the Units Page. From there, select ‘Unit 7–Hallmark 3: Teamwork, Not Silos’ to continue.