What is Incremental Marketing?

Incremental marketing is a popular strategy that companies use to maximize the impact of their advertising. Spending while at the same time minimizing exposure. By scaling a marketing strategy based on performance objectives, a company is only spending on marketing once they are ready to take their campaign to the next level. Incremental marketing as an overall strategy is helpful for companies. That are not ready to jump into a large-scale marketing campaign or do not have the resources to do so. It allows smaller companies to deploy funds. As they become available and only if the company sees results from each step.

It also is a useful strategy when promoting a product or service that is unfamiliar to the consumer because of the greater risk of consumers rejecting the goods or services. Incremental marketing is the gradual increase in advertising expenditures and product exposure over a period of time, based on benchmarks. Incremental marketing requires a company to break up a long-term marketing plan into smaller components and assign milestones that must be met before further marketing funds are committed. The success of each of the components determines if the marketing campaign continues or is halted. 

Incremental Marketing Process

An incremental marketing strategy may be beneficial when launching new products and primarily when used by smaller companies. The initial and long-term success of a product or company may depend on the execution of a well-planned marketing strategy and, by extension, the size of a marketing budget.

But given that marketing budgets are finite, new products are not guaranteed to be successful, and smaller companies may need more resources to commit to a massive (and therefore risky) marketing campaign all at once. An incremental marketing strategy may be employed.

In such a case, money for marketing may be allocated when it is available and makes sense based on the successful completion of previous marketing tasks. When specific benchmarks or milestones are met, and when predetermined sales objectives are achieved.

Each new marketing campaign activity only begins when a previous objective has been met. At each stage, the company may evaluate whether a marketing campaign is worth continuing and should be suspended, altered, scaled back, or ramped up. An incremental marketing strategy allows advertisers to determine whether customers are receptive to and will remain receptive to their product or service.

Implement an Incremental Marketing Strategy  

Implementing an incremental marketing strategy is pretty simple. Most of the work for the strategy is done in the planning stages, where a marketing executive and other department heads will determine the scope of the strategy. The strategy will be broken down into levels with “triggers.” These triggers include sales increases, budget increases, timelines, or other time or performance indicators.

Once the plan is approved and the triggers/levels of the strategy are discussed, a company will usually implement the plan. While those marketing efforts are underway, the marketing team may or may not decide on working on the next step of the rollout. However, this should only be done if the trigger or performance indicator is met. 

How to Measure Incrementality in Marketing

Incremental marketing is measured by customer increases (or decreases) in critical metrics. Like website conversions, unique visitors, spending changes in existing customers, returning customers, and bottom-line sales. Each step of the marketing campaign is measured as its campaign, which is later compared to the success of the campaign as a whole.

That’s how important and influential this one marketing strategy is. Study well so that it can be according to your wishes.

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