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Retailers should allocate 5 percent to 10 percent of their campaign budget towards testing new audience segments, offers, creative and messaging. Testing allows retailers to scale campaigns and discover new audiences for success. Campaign media budgets need to be fluid and have the ability to be adjusted accordingly based on performance and optimization needs. Give a marketing channel enough data and time in order to make sure there's sufficient data to evaluate performance. It's a best practice to start broad, then narrow in on top-performing audience segments, messaging and creative as a campaign matures and results are analyzed.
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Jennifer Leonard
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