Traditional media is typically reliant on a long planning/build stage, followed by deployment and measurement. In the past, the quality of metrics coupled with the prohibitive and costly nature of revisions has proven challenging. (Just think: Oops! That Super Bowl spot didn't work out... Let's try again.)
That being said, as digital becomes the driving force in campaigns, marketers must become increasingly agile in the execution of their strategies. At smashLAB, we believe in an iterative process that uses real user behavior to influence the refinement of campaigns. Although thorough planning is still crucial, the process is now more forgiving and adaptable.
Build
- Define project goals, objectives and scope
- Determine strategies and establish creative platform
- Create and test assets/tools (internally)
Deploy
- Determine most appropriate channels for launch
- Establish and implement support media/materials
- Rollout and augment in real-time
Measure
- Review analytics data and performance results
- Document and filter "real-world" feedback from users
- Assess effectiveness in achieving goals
Iterate
- Determine key issues/opportunities
- Augment messaging assets and tools
- Refine delivery channel selection
This cycle is repeated until the results meet the objectives for the project.
