Everything in marketing is assumptions<\/p>\r\n\r\n\r\n\r\n
Until you validate them with real user behavior<\/p>\r\n\r\n\r\n\r\n
Successful marketing means the right people doing the things they want to do in a profitable way for the company. And that means that marketing, and in our digital age, digital marketing, is rife with marketing assumptions. This is a topic that Zhoro Malchev, managing partner at Xplora, spoke about at a previous edition of a favorite marketing industry event – Online Advertising Conf<\/a>, organized by colleagues from Netpeak.<\/p>\r\n\r\n\r\n\r\n On 23rd June 2022 the conference will cover three key areas \u2013 Business & Digital Synergy, SEO and eCommerce, and Ivan Panteleev \u2013 Account Director and Partner at Xplora, will present together with Lilia Borisova, Digital Marketing Manager at dev.bg, a joint case study on \u201cDigital Branding on the example of the leading portal for IT professionals \u2013 dev.bg\u201d.<\/span><\/p>\r\n\r\n\r\n\r\n Anything in marketing that rests on a logical construct or simple belief. It could be:<\/p>\r\n\r\n\r\n\r\n At the OAConf edition Zhoro Malchev presented a model for validating assumptions, which includes seven concrete steps:<\/p>\r\n\r\n\r\n\r\n In Xplora’s SlideShare you can find Joro’s presentation from the event on “Validating Marketing Assumptions<\/a>“.<\/p>\r\n\r\n\r\n\r\n In 2022, Philip Kotler’s Marketing 5.0 was published in Bulgarian, and the afterword includes checklists on the principles and approaches in Marketing 5.0, prepared by Zhoro Malchev. You will find that marketing suggestions are relevant to the two principles of successful marketing. First – data-driven marketing, and second – agile marketing based on real feedback from any previous marketing information in the form of consumer signals about their interests and behaviours.<\/p>\r\n\r\n\r\n\r\n Detailed examples of marketing assumptions <\/strong><\/p>\r\n\r\n\r\n\r\n If the topic of successful marketing, and in particular successful digital marketing, is interesting to you, we recommend the two special episodes of the Xplore Marketing podcast that we dedicated to the topic.<\/p>\r\n\r\n\r\n\r\n In episode 3 of Xplore Marketing, Zhoro and Vankata cover the topic of marketing assumptions in detail. You\u2019ll discover over 10 examples of marketing assumptions and how they can be tested and validated. You\u2019ll be particularly interested to hear about the guesses as to how many consumers would abuse online pomocodes to get a free slice of cake from Pastry Sunday. Ultimately, we should be hyper-realistic and know what consumers a successful marketing campaign is for and with what purpose, and so determine which marketing assumptions are key, how we will validate them and how we will track the campaign.<\/span><\/p>\r\n\r\n\r\n\r\n In the episode, you’ll find many more specific examples of assumptions where knowing what we don’t know is key, in addition to what we do know.<\/p>\r\n\r\n\r\n\r\n In this episode, you’ll find many examples of how men and women shop online and how stereotype-based offers can lead a campaign in the wrong direction. You will also hear about “hidden” target groups. And because we always give practical advice – how to find them.<\/p>\r\n\r\n\r\n\r\nWhat is a marketing assumption?<\/h2>\r\n\r\n\r\n\r\n
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A seven-step model for successful marketing by validating assumptions<\/strong><\/h2>\r\n\r\n\r\n\r\n
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Agile and data-driven marketing<\/strong><\/h2>\r\n\r\n\r\n\r\n
Marketing hypotheses<\/strong><\/h2>\r\n\r\n\r\n\r\n
Examples of validated marketing assumptions, and successful marketing based on them<\/strong><\/h2>\r\n\r\n\r\n\r\n
We recommend you episode 4 of Xplore Marketing. In it, Kathy, Social Performance Team Lead at Xplora, and Vankata, Partner & Account Director at Xplora, continue the topic from the last episode about hypotheses in marketing<\/a>. They look at a detailed example of a campaign in which the gender of the users significantly influences the type of user journey \u2013 when what content should be planned and in what way it should be presented through search engines, on social networks and on a company\u2019s website. They also cover the topic of the difference in positioning of a brand in different countries and the different consumer behaviour in different countries.<\/span><\/p>\r\n\r\n\r\n\r\n