How Experimentation Drives Better Marketing Communication Decision

Using testing and customer feedback to validate demand and improve marketing effectiveness.

Experimentation is essential in marketing; I would say it is one of the most important tools.

I have written another blog that also talks about the importance of experimentation in marketing. You should go check it out if you haven’t already - FieldNote #3.

Today I want to share with you another example of how experimentation drives positive results.

The Purpose of Experimentation in Marketing Communication

First, let’s recall what the purposes of experimentation in marketing communications are. To better understand why experimentation plays a critical

role in marketing communications, it helps to revisit its core purposes.

According to Anthony Miyazaki, there are multiple purposes of testing: to determine which communication perform better, to learn what effects various communication elements have on target audiences in various situation, and to provide information that will help in decision making.

Applying Marketing Experimentation in a Real-World context

These purposes can be seen in practice through the following example from my professional experience.

The company I work at offers very technical technologies for a niche customer base. In the US, they provide training on those technologies for internal employees or external customers, and those are certified trainings.

In the Middle East region where I work, we haven’t done this kind of training before, although the sales and commercial teams always receive requests from key customers asking for training for their teams on specific technologies.

Testing a Marketing Communication Initiative

The right time came, when the commercial and sales teams decided to test and conduct a training for one of our key customers in the region.

We started to plan for this training and gather lessons learned from different regions, since it’s our first time.

We conducted the training, and it was a success. We received positive feedback from our customer, and they shared their interest in participating in more of these trainings.

What We Learned from Testing Our Marketing Communication

This experimentation helped us identify training as an effective communication tool and use customer feedback to inform future decisions.

Experimentation is often the fastest way to move from assumptions to validated insights.