Integration of feedback and testing can support and maintain a dynamic digital marketing strategy. A mission-focused approach can avoid the perception of feedback as a source of psychological friction and facilitate routine testing to generate more findings. When feedback and testing come together with teamwork, outside-the-box thinking becomes a natural part of the process, and the outcome can be meaningful and beautiful.
We wanted to share two of our own experiences. The brand names and industry specifics are excluded to be respectful of client privacy.
Experience A
The client did not hesitate to let us know when he "did not love it." His feedback was specific and straightforward. As a result, it was easy to understand why he "did not love it" and where he was coming from. When we integrated his feedback into our adjustments, the outcome showed teamwork at its best. And the brand messages worked beautifully.
The client was also open to testing. We tested ways to communicate the brand messages through different formats, styles, and channels. As a result, we got to know the audience increasingly well. It was effortless to think outside the box, and it showed through every aspect of the brand.
Experience B
The client provided feedback and information at the same pace he set for the calendar. We got to know the audience through the information provided. His feedback was clear and candid. As a result, it was easy to understand his vision for the brand and his priorities. We were able to create effective concepts and brand messages at the pace he set for the calendar. The outcome surpassed expectations.
Integration of feedback and testing is more than a means to gather insight to create a better brand experience. It is about the practice of continuous improvement to create a meaningful experience for the audience.
