A digital marketing manager knows that their organisation 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?

The best practice for creating budget flexibility within a fixed annual budget is to proactively set aside a portion for testing and market responsiveness. This approach ensures dedicated funds are available for new initiatives and adapting to unforeseen changes without disrupting core campaigns. Regularly syncing with the finance team (while good for collaboration) or sending quarterly requests to a supervisor are reactive measures that don't guarantee immediate flexibility. Reviewing industry reports helps with overall planning but doesn't inherently create a flexible budget for experiments.