A digital marketing manager knows that their organization has a fixed annual budget for the upcoming year. In order to test new initiatives, they will need some flexibility to create campaign experiments. Which best practice should they follow in order to create budget flexibility within their clearly defined annual budget?

• Send a quarterly budget review to their supervisor to request additional budget for testing in the upcoming quarter.
• Review industry reports to predict query demand for the coming year and what budget level will be required.
• Plan ahead by setting aside a percentage of budget to be used for testing and reacting to market changes.
• Set up a monthly or weekly sync with the finance team to share opportunities and results to encourage budget flexibility and collaboration.

The correct answer is:

• Plan ahead by setting aside a percentage of budget to be used for testing and reacting to market changes.