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Agile Marketing in Digital Display Campaigns

Perhaps it'll be out of the blue, but the term Agile from IT can be used in digital marketing, and not only it is possible, but necessary.

February 2, 2021 | Article by: Aleksey Lyah

Perhaps it’ll be out of the blue, but the term Agile from IT can be used in digital marketing, and not only it is possible, but necessary. Especially in large bureaucratic companies that stand idle in situations where there are all the tools and specialists for quick action. 

Advertising agency newage. will describe how to apply and develop flexible advertising campaign design and analysis models for maximum client benefit.

Let’s begin with a theory

Agile is a flexible planning method for marketing strategies that avoids the classic long-term plans to develop and spend the marketing budget in favor of short iterations and the ability to change the strategy at any given time.

Now about the basic differences between Agile marketing and traditional marketing: instead of approving long-term plans, flexible planning is used. Depending on testing or hypothesis testing, decisions are quickly made and replanning is carried out.

But how to use it, where until recently there was no time and resources to make such flexible decisions?

Agile Marketing in Digital Display Campaigns

Perhaps it will be a red pill, but such a familiar it-term Agile can be applied in digital marketing, and not only is it possible, but also necessary. Especially in large clumsy companies that stand idle out of the blue where there are all the tools and specialists for operational actions.

How to apply it in online advertising

The basic difference between the Internet and other channels is a high level of verification of indicators. For high-quality Agile sprints, a qualitative assessment of each iteration is needed. Having correctly evaluated the advertising campaign in the first week after launch, you can draw the necessary conclusions to increase the final effectiveness of the entire advertising campaign.

The question may arise: why such obvious mechanics were not applied before, these are logical and applicable things? Because to fully work in agile, you need access to level range on the advertising campaign from all sides.

Until recently, the density of data that media marketers could manage was very scarce. Indeed, what kind of flexibility can we talk about, if not so long ago specialists operated at a maximum with rather high-level indicators such as coverage, frequency, well, at best, post-click data. Fortunately, the market is developing in several directions:

  • improves the quality of measurements by both auditors and agencies’ developments;
  • accordingly, the canvas of data that can be analyzed increases;
  • the quality of expertise is growing both on the side of the contractor and on the client’s side, which is critically important.

Those were main factors that made it possible to make more flexible and, under an hour, non-obvious decisions. As part of the evaluation of large display campaigns, it is necessary to mention the Holistic Analysis system, which allows you to more fully evaluate the effect of a display campaign.

Added to the usual analysis is a generally deeper insight into the data and data after the user returns to the site without clicking on the ad. What is obvious on the one hand, but on the other is not noticed by many – part of the post-view data in most campaigns takes the lion’s share. It is very superficial not to take this into account in the analysis.

Cases

In our practice, Agile has significantly improved the results of an advertising campaign.

Case 1. E-commerce segment

By a couple of dozen reworking plans, they reduced the cost of reaching the target audience by 11%, increasing the share of target audience in the campaign as a whole. We calculated what result we would get in the beam if we did not use Agile – the cost of showing the target audience would be 14% more expensive than the real cost.

At the initial stage of the advertising campaign, we analyzed the quality of each site and each category. We have identified clearly well-working sites, have rescheduled leaving only these sites, in this way we have optimized the AC.

Case 2. Industrial electronics segment

At the initial stage of the advertising campaign, we analyzed the quality of each site and each category. We have identified clearly well-working sites, have rescheduled leaving only these sites, in this way we have optimized the AC.

Case 3. Trade segment

We optimized the marketing campaign for the target audience, which was different from the one in the brief, but better suited to fulfill the objectives of the RK. In this way, we significantly increased the number of applications on the client’s website, increased conversion, and reduced the cost of a contact by 21% from the original plan.

The benefits of Agile marketing for online media campaigns are already obvious to our agency. We have proved to ourselves and to our clients many times how Agile methodology increases the effectiveness of the RC.

What helps make AC better?

Having data from all the listed systems, in the context of time, sites, creatives, it is possible to look for relationships, find out the consequences of bad or good decisions at each iteration.

Crossing data from different analytical systems, you can find correlations between different indicators, build hypotheses and find real relationships. High-quality analysis and the ability to separate the necessary data from the mediocre ones help to draw conclusions and predictions for future advertising campaigns.

With this method, we also audit auditors and identify the strengths and weaknesses of each, and try to use the strengths to the maximum.

Steps to Agile-marketing in display campaigns

1. Optimize and automate reporting and analytics

Only by being able to quickly aggregate data from a large pool of sources will there be space for prompt and reliable decisions.

2. Grow your analytics expertise

A large pool of data is ineffective without “brains” that can work with it. The hackneyed phrase, but nevertheless, the wildly topical phrase “You cannot change what cannot be measured” – no one has canceled.

3. Be mobile in solutions

Agile marketing is a lot of work, re-planning and optimization of already approved plans. Yes, it is difficult from an organizational point of view, but it is these iterative decisions that make the campaign better.

4. Don’t be afraid to take bold steps

You need to have the courage to deploy a campaign to completely different KPIs or target audiences, if during the campaign it becomes clear that it is effective.

5. Change the approach to planning

Access to big data allows you to find non-obvious solutions even where the media planner usually does not look. Fortunately, the time has passed for planning display ads by CTR or target audience share. According to our practice, media planning takes place in several stages, from the widest one at the launch stage to the optimal sites already at the finish line.

Based on press release materials


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