In inbound marketing, continuous improvement is a repeatable, agile process of planning, execution, analysis and optimisation. Data and experimentation powers the customer insights that inform the creation of more relevant and remarkable brand experiences.
This is the mindset that delivers on the brand growth promise. It’s the concept of Kaizen in practice: “Improvement by everybody, every day, everywhere.”
It means that when events and data suggest new and exciting content possibilities or require a pivot in approach - you can respond with the tactics that meet the need.
Marketing works best when it responds to what happens, not simply what was ‘in the plan’.
It’s this collaborative, agile approach that helps everyone in the business deliver on your collective goals. Your brand growth plan always responds to new challenges, solving customers’ problems and answering their questions in new and innovative ways.
Data-driven experimentation in pursuit of optimal results becomes a reality as your organisation starts to deliver a culture of amazing content.