The four A’s of marketing discipline include, “Assess”, “Agile”, “Activate” and “Adjust”.
This article suggests brands implementing the four A’s of marketing discipline to drive new traffic, improve sales and engagement in crises like these. Start by analysing local data and transactional sales data with tools like Google Mobility and Economic Resilience Index (ERI) to identify points of engagement and conversions.
Employ agile testing methodologies like A/B testing and build on local consumer data to optimise and create relevant content. Marketers must develop deliberate, short term, and hypothesis-driven tests and frequently measure the performance of their content against pre-determined KPIs.
To activate marketing campaigns, adopt and transform the winning tests for cross-functional and cross-team alignments, to execute a market-wide rollout. Being adaptable with proactive adjustments is recommended to accommodate to consumers' mindsets in unpredictable times.
[3 minute read]