In the past, marketers used to stick to yearly marketing plans, but things have changed. With new marketing platforms constantly emerging and users quickly embracing them, we’ve adopted an iterative strategy at Cucumber. If finding the right balance between proactive marketing planning and staying adaptable is a challenge for you, consider giving the iterative marketing approach a shot in your organization.
Strategy, consultation & planning.
We want to get to the very core of the problem, before we suggest a solution.
Initial Planning: The process begins with an initial planning phase where we set overall marketing objectives, vision, and mission. This phase also involves analyzing the current market conditions, competitors, and internal strengths and weaknesses.
Short-Term Goals: Rather than formulating a detailed long-term plan, an iterative strategy focuses on setting short-term, achievable goals. These goals are specific, measurable, attainable, relevant, and time-bound (SMART), allowing our clients to remain focused and adaptable.
Putting ideas into practice.
The first step was knowing where we are going, now it's time to take action and do the work.
Execution and Feedback: With this approach, we execute the marketing strategy to achieve the set short-term goals. Throughout this execution phase, we actively gather data and feedback from various sources, such as customers, employees, market trends, and industry developments, as well as the campaigns we are running.
Continuous Evaluation: The feedback gathered during the execution phase is regularly evaluated and analyzed. This evaluation helps identify what is working well and what needs improvement, allowing us to make data-driven decisions.
Review, refresh, test & tweak.
After taking time to celebrate, we continue to make sure everything is running smoothly.
Adaptation and Adjustment: Based on the insights gained from the evaluation, we then adapt and adjust our marketing strategy. This may involve modifying tactics, realigning goals, or even changing the overall direction if necessary to respond effectively to changing market dynamics.
Reiteration and Reexecution: After making adjustments, we reiterate the strategy by setting new short-term goals and executing the revised plan. The process then repeats in a cyclical manner.