Perhaps unexpectedly, the term Agile from IT can be applied in digital marketing – and not just that, but it’s also necessary. This is especially true for large bureaucratic companies that have all the necessary tools and specialists but struggle to take quick action.

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

What Is Agile In Marketing

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 time.

So what are the main differences between Agile marketing and traditional marketing? Instead of relying on long-term plans, Agile marketing uses flexible planning. Decisions are made quickly based on testing or hypothesis testing, and replanning is carried out accordingly.

But how can you implement Agile marketing when you’ve had no time or resources for such flexible decision-making until now?

Agile Marketing in Digital Display Campaigns

It may come as a surprise, but the familiar term “Agile” from IT can be applied in digital marketing, and not only is it possible, but also necessary. This is especially true for large, cumbersome companies that often fail to take quick action despite having all the necessary tools and specialists.

How to Implement Agile in Online Advertising

The main difference between online advertising and other channels is the high level of verification of performance indicators. To achieve high-quality Agile sprints, it’s essential to perform a qualitative assessment of each iteration. By correctly evaluating an advertising campaign in the first week after launch, you can draw necessary conclusions and increase the final effectiveness of the entire campaign.

One might ask, why such an obvious mechanism was not applied earlier? This is because working in Agile requires access to the advertising campaign from all sides.

Until recently, the amount of data that media marketers had access to was limited. It’s difficult to talk about flexibility when specialists were previously working with high-level metrics like coverage, frequency, and at best, post-click data. However, the market is developing in several directions, leading to improvements in measurement quality by auditors and agency developments. As a result, the scope of data that can be analyzed is increasing, and the quality of expertise is growing, which is crucial.

These factors make it possible to make more flexible and, in some cases, non-obvious decisions in real-time. In large display campaigns, the Holistic Analysis system is used to fully evaluate the effectiveness of a display campaign.

Added to the standard analysis is a deeper understanding of user data, including behavior after returning to the site without clicking on the ad. While this may seem obvious, many campaigns fail to account for the significant role of post-view data in their analysis.

Use Cases

In our experience, applying the Agile approach has significantly improved the results of advertising campaigns.

Case 1. E-commerce

Through several rounds of reworking plans, we were able to reduce the cost of reaching the target audience by 11% while increasing the overall share of the target audience in the campaign. We calculated that, had we not used Agile, the cost of reaching the target audience would have been 14% more expensive than the actual 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

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

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 ad campaign. In this way, we significantly increased the number of applications on the client’s website, increased conversion, and reduced the cost of 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.