But how do you know it will be effective?
While there’s no sure way to know if your campaign will turn heads, there is a way to gauge whether those new aspects of your strategy will be effective.
If you want to know if certain components of your campaign — like that sparkly new logo or the new employee takeover series — is worth the effort, consider conducting a marketing experiment.
Marketing experiments give you a projection of how well marketing methods will perform before you implement them. If you want to know the different types and how you can use them within your organization, keep reading.
What’s a Marketing Experiment?
A marketing experiment is a form of market research. It’s a test organizations run to discover possible marketing avenues that will improve a campaign.
For instance, a marketing team might create and send emails to a small segment of their overall readership to gauge engagement rates, before adding them into a campaign. Additionally, they might A/B test the design of these emails. In this example, the team is creating a hypothesis (that a certain email design will help promote their campaign) and testing the hypothesis in a marketing experiment.
It’s important to note that a marketing experiment isn’t synonymous with a marketing test. Marketing experiments are done for the purpose of discovery, while a test confirms theories.
Ultimately, a marketing experiment can help you ensure your campaign or strategy will be effective. Next, let’s dive into how to conduct a marketing experiment.
How to Conduct a Marketing Experiment
Performing a marketing experiment lets you try out different methods of running a campaign to see which one will perform the best. It involves doing background research, structuring the experiment, and analyzing the results.
Now, let’s go through the five steps necessary to conduct a marketing experiment.
1. Make a hypothesis.
Hypotheses aren’t just related to science projects. When conducting a marketing experiment, the first step is to make a hypothesis you’re curious to test.
Let’s say you want to make a marketing email that will improve engagement rates. A good hypothesis for this might be, “Making an email with emojis in both the subject line and copy will increase our engagement rates by at least 25%.” This is a good hypothesis because you can prove or disprove it, it isn’t subjective, and it has a clear measurement of achievement.
2. Collect research.
After creating your hypothesis, begin to gather research. Doing this will give you background knowledge about experiments that have already been conducted and get an idea of possible outcomes.
Read more here:: hubspot