Welcome to MECHANYSM’s guide on minimum viable campaigns, the heart of Lean Marketing. In today’s fast-paced and competitive business landscape, marketers are under immense pressure to generate significant results and drive growth. However, the traditional approach of developing and launching full-scale marketing campaigns can be time-consuming, costly, and often fails to deliver the desired outcomes. This is where the concept of minimum viable campaigns comes into play.
Minimum viable campaigns, inspired by the Lean Startup methodology, focus on creating a minimal version of a marketing campaign that allows marketers to test ideas, gather data, and learn from customer feedback before investing significant resources into a full-scale campaign. By adopting a lean marketing strategy and building minimum viable campaigns, marketers can optimise their chances of success, mitigate risks, and achieve efficient and effective results.
- Minimum viable campaigns are a crucial component of Lean Marketing.
- They involve creating a minimal version of a marketing campaign to test and gather data.
- By adopting a lean marketing strategy, marketers can optimise their chances of success and mitigate risks.
- Minimum viable campaigns enable marketers to learn from customer feedback and iterate their campaigns.
- Implementing minimum viable campaigns can lead to efficient and effective marketing results.
In Lean Marketing, we follow a set of principles that guide our approach to creating minimum viable campaigns.
Lean Marketing is a methodology that emphasizes efficiency and effectiveness in marketing campaigns. By following a set of principles, marketers can create minimum viable campaigns that are cost-effective and generate results. In this section, we will explore the key principles of Lean Marketing and how they shape our approach to campaign development.
Understanding Lean Marketing Principles
Lean Marketing principles are based on the concept of lean thinking, which originated in the manufacturing industry and has been adapted for marketing. These principles focus on eliminating waste, maximising value, and continuously improving processes. In the context of minimum viable campaigns, the following principles are especially relevant:
- Customer-centricity: Lean Marketing places the customer at the centre of all decision-making processes. By understanding the needs, preferences, and pain points of the target audience, marketers can create campaigns that resonate and deliver value.
- Iterative approach: Instead of spending months developing a campaign before launching, Lean Marketing advocates for a Build-Measure-Learn cycle. This means starting with a minimum viable campaign, gathering data and feedback, and using that information to iterate and improve.
- Data-driven decision making: Data is crucial in Lean Marketing. It helps marketers measure the effectiveness of campaigns, identify areas for improvement, and make informed decisions. By collecting and analysing data, marketers can optimise campaign performance and allocate resources effectively.
- Continuous testing: Lean Marketing encourages marketers to constantly test ideas and hypotheses. This involves running small-scale experiments, measuring results, and making adjustments based on the data. Continuous testing allows marketers to validate assumptions and refine their campaigns over time.
By adhering to these principles, marketers can create minimum viable campaigns that are customer-centric, data-driven, and adaptable. This approach minimises risk and maximises the chances of campaign success.
“Lean Marketing places the customer at the center of all decision-making processes.”
With the understanding of these principles, marketers can now explore the benefits of implementing Lean Marketing and minimum viable campaigns. This will be the focus of the next section.
Benefits of Lean Marketing
By adopting Lean Marketing and incorporating minimum viable campaigns, businesses can reap a wide range of benefits. Here are some key advantages:
- Cost Effectiveness: Lean Marketing allows businesses to test their campaign ideas on a smaller budget, minimising the risk of wasting resources on ineffective strategies. By starting with a minimum viable campaign, companies can gather data and learn from the results before investing larger sums of money.
- Efficiency and Speed: The iterative nature of Lean Marketing allows for rapid testing and iteration. Rather than spending weeks or months developing a full-scale campaign, businesses can launch smaller campaigns quickly, gather feedback, and make necessary adjustments. This approach enables businesses to respond to market changes and optimise their campaigns in a timely manner.
- Improved Customer Insights: By conducting customer interviews and incorporating their feedback into marketing campaigns, businesses gain valuable insights into their target audience’s preferences, needs, and pain points. This customer-centric approach ensures that marketing messages and creative concepts resonate with the intended audience, increasing the likelihood of engagement and conversion.
- Innovation and Creativity: Lean Marketing encourages experimentation and creativity by eliminating the fear of failure. With the focus on testing and learning, marketers are more willing to try new ideas and approaches. This mindset fosters innovation and can lead to breakthrough campaigns that differentiate businesses from their competitors.
- Optimised Results: Through continuous testing and iteration, Lean Marketing allows businesses to optimise their campaigns for maximum effectiveness. By monitoring key metrics and analysing data, marketers can identify what works and what doesn’t, refining their strategies to achieve better results. This data-driven approach leads to higher conversion rates, improved ROI, and overall campaign success.
“The cost effectiveness and efficiency of Lean Marketing, combined with the ability to gather real-time insights and optimise campaigns, make it a powerful strategy for businesses of all sizes.” – Douglas Cook
In conclusion, Lean Marketing and minimum viable campaigns provide businesses with numerous benefits, including cost-effectiveness, efficiency, improved customer insights, innovation, and optimised results. By embracing this approach, companies can optimise their marketing efforts, drive growth, and stay competitive in today’s rapidly changing business landscape.
The Power of Minimum Viable Campaigns
Let’s dive into some inspiring examples of minimum viable campaigns that have proven to be powerful in the world of Lean Marketing.
One example comes from the early-stage CPG startup Mighty Handle. In order to overcome a packaging hurdle before conducting a pilot with Walmart, Mighty Handle’s marketing advisor Anita Newton launched a series of paid channel ads on Facebook and YouTube targeting Walmart shoppers. By spending a few hundred dollars on these ads, Newton’s team was able to collect data and test different packaging concepts. The result? They were able to design a packaging concept that resonated with Walmart’s buyers, leading to Mighty Handle being available in 3,500 Walmart locations nationwide.
Another example comes from Curiosity.com, a popular website for curated content. Through customer interviews, Curiosity.com discovered that their target audience identified with variations of the word “inspire.” They used this insight to change their website messaging, resulting in a 50% increase in account registration conversions and improved retention.
Upwell, an organisation focused on ocean conservation, also utilised minimum viable campaigns to raise attention to ocean issues. They ran multiple small campaigns each week and invested further resources into campaigns that proved viable. One campaign that didn’t work as expected was “Ocean Grabbing,” which didn’t spread beyond their immediate network. On the other hand, their “Oyster Restoration in NY” campaign generated significant attention and led to the recommendation of oyster restoration as part of a storm damage mitigation strategy.
These examples showcase the power of minimum viable campaigns in Lean Marketing. By testing ideas on a smaller scale and gathering data, marketers can make informed decisions and optimise their campaigns for success.
Techniques for Building a Minimum Viable Marketing Campaign
Building a successful minimum viable marketing campaign requires the use of specific techniques and tools to optimise results. By following these techniques, marketers can ensure that their campaigns are efficient, effective, and adaptable. Here are some key techniques for building a minimum viable marketing campaign:
Step 1: Put ideas to the test before committing to a larger budget
In the field of digital marketing, it is crucial to test campaign ideas before allocating a significant budget. Instead of diving headfirst into a campaign with a large budget, start with a smaller test budget of a few hundred pounds. While this initial investment may result in some losses, it will provide valuable data and insights to iterate towards a successful marketing strategy.
An example of this approach is Mighty Handle, an early-stage CPG startup with limited marketing resources. They conducted a series of paid channel ads on Facebook and YouTube, targeting Walmart’s shopper demographic, to test packaging concepts. By spending a few hundred pounds on paid channel ads, they were able to identify a packaging design that resonated with Walmart’s buyers. As a result, Mighty Handle is now available in 3,500 Walmart locations nationwide.
Step 2: Interview your customers
Customer interviews are a valuable technique for gaining insights into your target audience and improving marketing campaigns. By conducting interviews with your customers, you can uncover challenges and assumptions, as well as identify trends and preferences. These insights can then be used to inform the messaging and creative concepts in your marketing campaigns.
Curiosity.com, a popular website for curated content, used customer interviews to refine their messaging. After conducting 15 customer interviews, they found that their target audience identified with variations of the word “inspire.” By incorporating this insight into their messaging, Curiosity.com increased their account registration conversions by 50% and improved retention.
Step 3: Run tests continuously
Continuous testing is essential in lean marketing to uncover new marketing channels and optimise campaign performance. While securing a testing budget can be challenging, it is necessary to validate the success of your marketing initiatives. Running tests allows marketers to experiment with different strategies, channels, and creative concepts to identify what works best for their target audience.
Skyscanner, a leading travel search engine, adopted a lean marketing process that involves iterating and testing ideas before scaling campaigns. Through a series of tests, they validated and refined their campaign ideas, allowing them to launch campaigns with confidence and allocate resources more effectively.
Building a successful minimum viable marketing campaign requires marketers to apply specific techniques and tools. By putting ideas to the test, conducting customer interviews, and running continuous tests, marketers can optimise their chances of success. These techniques enable marketers to gather data, gain insights, and adapt their campaigns to meet the needs and preferences of their target audience. With the use of lean marketing techniques and tools, marketers can create effective, scalable, and cost-efficient marketing campaigns.
Testing Ideas on a Limited Budget
Before diving into a full-scale marketing campaign, it’s crucial to test your ideas on a limited budget to ensure their viability. The field of digital marketing is evolving rapidly, and with so many channels and complexities to consider, it’s important to simplify your campaign concept and start small. By adopting a minimum viable marketing approach, you can gather data, detect potential risks, and make improvements before scaling up.
Step 1: Put ideas to the test before committing to a larger budget
In the world of digital marketing, it’s essential to optimise key performance indicators (KPIs) like customer lifetime value and direct response conversions. With new digital analytics capabilities, marketers now have the ability to track and measure the success of their campaigns. However, it’s important to start small and allocate a few hundred dollars to test your campaign concept. This allows you to gather data and iterate your way to a successful and scalable marketing strategy.
Take for example the case of Mighty Handle, an early-stage consumer packaged goods (CPG) startup with a limited marketing budget. Before launching their product in Walmart, they needed to test their packaging concept. By running a series of paid channel ads on platforms like Facebook and YouTube, Mighty Handle was able to collect initial data and test different design concepts. This small-scale testing helped them identify the packaging that resonated best with Walmart customers, resulting in a successful pilot and nationwide availability in Walmart stores.
Step 2: Interview your customers
Customer development, a qualitative research technique commonly used in the tech world, can also be valuable for marketing teams. By conducting customer interviews, you can gain insights into your target audience’s challenges, preferences, and pain points. This information can help you refine your messaging and creative concepts, leading to more effective marketing campaigns.
Curiosity.com, a popular website for curated content, used customer interviews to validate their messaging. Prior to conducting interviews, they had assumptions about their target audience’s preferences. However, through conversations with their customers, they discovered that variations of the word “inspire” resonated strongly. By incorporating this insight into their marketing messaging, Curiosity.com saw a 50% increase in account registration conversions and improved retention.
Step 3: Run tests continuously
Continuous testing is a crucial aspect of lean marketing. It allows you to experiment with different marketing channels and strategies to identify what works best for your target audience. While securing a testing budget can be challenging, especially without proven success, it’s important to take calculated risks and allocate resources for experimentation.
Upwell, an organisation focused on ocean conservation, follows a minimum viable campaign approach to raise attention to ocean issues. They run multiple small-scale campaigns each week, investing minimal resources upfront. By testing campaign ideas in the real world, they can quickly assess their impact and iterate based on the data collected. While not every campaign is successful, this approach allows them to fail fast and early, ensuring that only viable campaigns are scaled up.
|Ocean Grabbing||Failed to gain traction beyond immediate network|
|Oyster Restoration in NY||Generated significant attention and led to a recommendation for oyster restoration|
By following these steps and embracing the concept of minimum viable marketing, you can test your campaign ideas on a limited budget, gain valuable insights from customer interviews, and continuously iterate based on the results. This lean marketing approach allows you to optimise your chances of success and avoid wasting resources on ineffective campaigns. So, before diving into a full-scale marketing campaign, remember to start small, test, and iterate.
Interviewing Customers for Insight
Customer interviews are a valuable technique in Lean Marketing, providing valuable insights that can shape your marketing campaigns. By engaging directly with your target audience, you can gain a deeper understanding of their needs, preferences, and pain points. This knowledge allows you to tailor your marketing messages and strategies to resonate with your customers on a more personal level.
How to Conduct Customer Interviews
When conducting customer interviews, it is important to have a clear objective in mind. Define the specific challenges or assumptions you want to explore and translate them into concrete questions to ask your customers. Aim for a diverse sample of 15-20 individuals from your target audience, focusing on the segments you are trying to reach.
During the interviews, make an effort to listen actively and encourage participants to share their honest opinions. Pay attention to the subtleties in their conversation, such as tone of voice, word choices, and topics that excite them. These can provide valuable insights for shaping your messaging and creative concepts in your marketing campaigns.
Curiosity.com, a popular website for curated content, wanted to learn if their messaging was on point. After conducting 15 customer interviews, they found that their target audience identified with variations of the word “inspire.” By incorporating this feedback into their website messaging, Curiosity.com was able to increase their account registration conversions by 50% and improve retention.
The Value of Customer Interviews
Customer interviews offer several benefits in Lean Marketing:
- Deepening Customer Understanding: By engaging directly with your customers, you can gain unique insights into their motivations, preferences, and pain points. These insights help you create more targeted and effective marketing campaigns.
- Identifying Opportunities for Improvement: Customer interviews can reveal potential flaws or areas of improvement in your current marketing strategies. By listening to your customers’ feedback, you can make informed decisions on how to refine and optimise your campaigns.
- Validation and Testing: Conducting customer interviews allows you to validate your assumptions and test new ideas before investing significant resources. This helps you avoid costly mistakes and ensures that your marketing efforts align with your customers’ needs.
Overall, customer interviews provide a valuable framework for gathering insights that can shape your marketing campaigns. By actively listening to your customers and incorporating their feedback, you can create more impactful and successful marketing strategies.
|Benefits of Customer Interviews in Lean Marketing|
|Deepen understanding of customers’ motivations, preferences, and pain points|
|Identify opportunities for improvement in current marketing strategies|
|Validate assumptions and test new ideas before investing resources|
Continuous Testing and Iteration
Lean Marketing requires continuous testing and iteration to ensure campaigns are constantly improving and delivering desired results. This approach allows marketers to adapt and optimise their strategies based on real-time data and feedback. By embracing this mindset, companies can stay ahead of the competition and drive growth through efficient and effective marketing campaigns.
The Importance of Testing
In the world of digital marketing, where trends and consumer preferences are constantly changing, testing is crucial. By running small-scale experiments, marketers can gather valuable insights and identify what works and what doesn’t. This iterative process eliminates the risk of investing large budgets into campaigns without knowing if they will resonate with the target audience.
One example of successful testing and iteration is the case of a CPG startup called Mighty Handle. They wanted to test the packaging design for their product before launching it in Walmart stores. Instead of spending a large budget on market research and design, they launched a series of paid channel ads on platforms like Facebook and YouTube, targeting Walmart’s shopper demographic. This approach allowed them to collect initial data and test different concepts without a significant investment. The insights gained from this small-scale testing helped them design a packaging concept that resonated with Walmart’s buyers, resulting in the nationwide availability of their product in Walmart stores.
Continuous Learning and Improvement
Lean Marketing is all about continuous learning and improvement. It’s important to analyse the data collected from testing and make data-driven decisions to optimise campaigns. By tracking key performance indicators (KPIs) and evaluating the success of different marketing channels, marketers can identify what is working and what needs improvement.
Curiosity.com, a popular website for curated content, wanted to improve its messaging to resonate with its target audience. Through customer interviews, they discovered that their audience identified with variations of the word “inspire.” Armed with this insight, they changed their website messaging to reflect this concept, resulting in a 50% increase in account registration conversions and improved retention.
Staying Agile and Adaptive
Lean Marketing embraces the principles of agility and adaptability. Marketers should be willing to pivot and adjust their strategies based on the feedback and data they gather. This could involve exploring new marketing channels, refining messaging, or redesigning creative concepts.
“You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” – Steve Jobs
Rather than sticking to a rigid, long-term marketing plan, Lean Marketers are open to change and experimentation. They understand that consumer preferences and market dynamics can shift quickly, and therefore, they adapt their strategies accordingly.
Implementing Lean Marketing at Scale
While Lean Marketing principles are highly effective for small-scale campaigns, they can also be applied to larger growth campaigns. By following the Build-Measure-Learn cycle and constantly testing and iterating, companies can achieve efficient and effective business growth. The key is to start small, gather insights, and scale based on what works.
Skyscanner, a global travel search engine, has embraced Lean Marketing principles in its growth strategy. They have shifted from a traditional marketing process to an iterative approach that incorporates Lean, Agile, and Growth Hacking influences. By testing and validating ideas at each stage of the campaign development process, Skyscanner ensures that they are investing their resources wisely and delivering campaigns that resonate with their target audience.
Continuous testing and iteration are at the core of Lean Marketing. By embracing this approach, marketers can optimise their campaigns, drive growth, and stay ahead in today’s rapidly changing digital landscape. By testing ideas on a smaller scale, interviewing customers for insights, and continuously learning and improving, companies can build effective and efficient marketing campaigns that deliver desired results.
Applying Lean Marketing to Growth Campaigns
The principles of Lean Marketing can be applied to growth campaigns, offering businesses a more strategic and impactful approach to achieving growth. By adopting the principles of minimum viable campaigns, businesses can optimise their marketing strategies and increase their chances of success.
Step 1: Validate your audience
Before launching a growth campaign, it is essential to validate your target audience. By conducting market research and gathering data on your audience’s needs, preferences, and behaviours, you can ensure that your campaign resonates with them. This validation process helps you identify the right audience segments to target and refine your campaign messaging accordingly.
Step 2: Test and iterate
A key aspect of Lean Marketing is continuous testing and iteration. Once you have validated your audience, it is crucial to test different campaign ideas and strategies on a small scale before scaling up. By running small experiments and analysing the results, you can learn quickly what works and what doesn’t, allowing you to refine your campaign and optimise its impact.
For example, Skyscanner, a leading travel search engine, follows the Lean Marketing approach by launching minimum viable campaigns. They start with a hypothesis, develop a minimum viable campaign, and launch it on a small scale to assess audience reaction. Through this iterative process, they gather immediate insights and make data-driven decisions to shape and optimise their campaigns.
Step 3: Measure and analyse
In Lean Marketing, measurement and analysis are crucial for tracking campaign performance and identifying areas for improvement. By setting specific growth metrics and regularly monitoring them, businesses can assess the effectiveness of their campaigns and make data-driven decisions to drive growth.
During the validation and testing phases, it is important to track key performance indicators (KPIs) and gather data on audience engagement, conversions, and other relevant metrics. This data provides insights into the success of the campaign and helps inform future iterations and improvements.
Step 4: Scale up with confidence
Once a minimum viable campaign has been validated and optimised, businesses can confidently scale up their marketing efforts. By leveraging the insights gained from testing and iteration, businesses can allocate resources effectively and make informed decisions to maximise the impact of their growth campaigns.
Skyscanner’s Lean Marketing approach exemplifies this process. They start with small-scale campaigns, investing minimal resources upfront, and then scale up campaigns that prove viable. By focusing on validated ideas and minimising the risk of failure, businesses can achieve efficient and effective growth.
Applying Lean Marketing principles to growth campaigns offers businesses a strategic and impactful approach to achieving growth. By validating the audience, testing and iterating, measuring and analysing, and scaling up with confidence, businesses can optimise their marketing strategies and drive successful growth campaigns. Adopting the minimum viable campaign approach allows businesses to make data-driven decisions, minimise risks, and maximise their chances of success.
In Conclusion: Minimum Viable Campaigns in Lean Marketing
In conclusion, minimum viable campaigns are at the heart of Lean Marketing, providing businesses with a strategic and efficient approach to marketing and growth. By following Lean Marketing principles and implementing minimum viable campaigns, companies can optimise their chances of success, detect potential risks and areas of improvement, and achieve efficient and effective business growth.
The Benefits of Implementing Lean Marketing
Implementing Lean Marketing and minimum viable campaigns offers numerous advantages for businesses. It allows marketers to increase conversion rates, build brand visibility, prove the results of their marketing efforts, and generate a solid return on investment. With a focus on continuous testing and iteration, Lean Marketing enables companies to stay agile and adapt to changing market conditions, ensuring long-term success.
The Power of Minimum Viable Campaigns
Real-life examples of successful minimum viable campaigns demonstrate the power of this approach. Companies like Mighty Handle and Curiosity.com have leveraged minimum viable campaigns to gather data, test concepts, and make informed decisions. By starting with a smaller budget, they were able to iterate their way to success, achieving sustainable and scalable marketing strategies that have had a significant impact on their businesses.
Techniques and Tools for Building Effective Minimum Viable Campaigns
Building effective minimum viable campaigns requires the use of specific techniques and tools. Marketers can simplify their campaign ideas by starting with a smaller budget and testing concepts before committing to a larger investment. Techniques like customer interviews provide valuable insights and help inform messaging and creative concepts. By continuously testing and iterating campaigns, marketers can optimise their strategies and achieve better results.
Testing Ideas on a Limited Budget
Testing campaign ideas on a limited budget is an essential aspect of Lean Marketing. With the field of digital marketing constantly evolving, it is crucial to gather data and iterate before amplifying marketing campaigns to larger spends. By starting with a smaller budget, marketers can minimise risk and make informed decisions based on real data, increasing their chances of success.
Interviewing Customers for Insight
Conducting customer interviews is a valuable technique in Lean Marketing. By engaging with target customers, marketers can gain insights into their challenges, preferences, and motivations. These insights can then be used to inform marketing campaigns, improve messaging, and create content that resonates with the target audience. Customer interviews provide valuable feedback and help marketers make data-driven decisions.
Continuous Testing and Iteration
Continuous testing and iteration are central to the success of Lean Marketing. By constantly testing and analysing data, marketers can identify areas for improvement, optimise campaigns, and achieve better results. Iteration allows for refinement and adaptation, ensuring that marketing efforts are aligned with the needs and preferences of the target audience. By embracing continuous testing and iteration, companies can stay ahead of the competition and drive growth.
Applying Lean Marketing to Growth Campaigns
Lean Marketing principles can also be applied to growth campaigns to achieve efficient and effective business growth. By adopting a Lean Marketing framework, companies can streamline their growth strategies, optimise resource allocation, and focus on tactics with the highest impact. Lean Marketing provides a systematic approach to growth, ensuring that businesses maximise their marketing efforts and achieve sustainable growth.
In conclusion, minimum viable campaigns are at the heart of Lean Marketing, providing businesses with a strategic and efficient approach to marketing and growth. By implementing Lean Marketing principles and techniques, companies can optimise their chances of success, continuously test and iterate their campaigns, and achieve efficient and effective business growth. Embracing the concept of minimum viable campaigns empowers marketers to stay agile and make data-driven decisions, ultimately leading to long-term success.
Q: What are the minimum viable campaigns?
A: Minimum viable campaigns are marketing campaigns that are developed and launched on a small scale with the minimum required features in order to gather immediate feedback and insights. They follow the Build-Measure-Learn cycle of the Lean Startup methodology.
Q: Why are minimum viable campaigns important in Lean Marketing?
A: Minimum viable campaigns allow marketers to test their ideas and strategies quickly and efficiently, reducing the risk of investing in a full-scale campaign that may not yield the desired results. It helps marketers gather real-time data and feedback to make informed decisions and iterate their campaigns for optimum success.
Q: What are the benefits of implementing Lean Marketing and minimum viable campaigns?
A: Implementing Lean Marketing and minimum viable campaigns allows marketers to be more agile and responsive to changing market conditions. It helps them save time and resources by focusing only on the necessary features and strategies, and it improves the chances of success by continuously testing and iterating their campaigns based on real-time feedback.
Q: Can you provide examples of successful minimum viable campaigns?
A: One example is the Mighty Handle campaign, where they used paid channel ads on Facebook and YouTube to test packaging designs before launching their product in Walmart. Another example is the Oyster Restoration in NY campaign, which gained significant attention and support by initially tweeting links to articles and then creating an image to galvanise the conversation.
Q: What techniques can marketers use to build a minimum viable marketing campaign?
A: Marketers can start by putting their ideas to the test on a smaller budget before committing to a larger investment. They can also conduct interviews with their target audience to gather insights and refine their messaging and creative concepts. Continuous testing and iteration are also crucial to optimise campaign success.
Q: How can Lean Marketing principles be applied to growth campaigns?
A: Lean Marketing principles can be applied to growth campaigns by focusing on rapid delivery of content, continuous learning, and iteration. Marketers can develop minimum viable campaigns with short lifecycles, testing different ideas and channels to find the most effective strategies for growth.
Q: What is the key takeaway from this article?
A: The key takeaway is that minimum viable campaigns are an essential component of Lean Marketing, allowing marketers to test and iterate their ideas quickly and efficiently. By adopting a Build-Measure-Learn approach and continuously experimenting, marketers can optimise their chances of success and achieve sustainable growth.