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Why Testing is Important for your Marketing Strategy

Several business owners wish that they have a better understanding of marketing and how this can be leveraged in the right ways to maximise on sales and leads. Through enhanced marketing, your brand becomes more visible, attracting potential customers and subsequently growing at a faster rate.

Those who are not familiar with marketing may see it as an intimidating field. Business people who are not conversant with marketing might perceive marketers as wielders of magic wands, simply delivering results based on their gut feelings. This could not be any further from the truth. The best marketing strategies are the results of testing and experimentation taking place over extended periods of time and in repeated manners. In this blog article, we shall be discussing why marketing experiments are essential and how these can positively impact the future of your initiatives and efforts.

Data and customer information

Data and customer information

Experimenting leads to increased amounts of customer data. You will be able to learn more about the target audience and how the users and viewers respond to different promotional material including copy, visuals and channels. Through these experiments, you will better understand what resonates with your target audience, hence tailoring more effective messages in the future. With this data in hand, you will be able to tweak campaigns for better creativity and launch more successful ones in the future.

Justifying activities and costs

Justifying activities and costs

The data collected allows businesses to make evidence-based decisions and can provide justification for several initiatives and subsequent expenditures. Testing allows you to improve chances of better results and hence prove to employers that the campaigns are beneficial. This would be more so the case if you have a proven track record of improving return on investment.

There are various ways how one can approach marketing experiments. One of the most traditional ways of having this done is through the “AB test”. In a nutshell, this can be done by creating two similar pieces of collateral and see how they perform in the same conditions. One tangible example would be to create two landing pages with the same targeting settings and budget and after a few weeks, determine which version achieved the better results. This can be done by monitoring the data for hits, time spent on the page, bounce rates and conversions.

When launching such tests, it is important to keep an open mind, away from existing biases that may influence the interpretation of your results. These experiments are ideal if you want to test ideas into practice and determine the effectiveness of existing assumptions.

Do you feel that you are not getting the full value of your marketing activities? Want to see if you can get better results through testing? Speak to us by sending an email on [email protected]

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