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Why is testing so important?

This section introduces learners to the importance of testing processes in marketing activities.

The great strength of digital marketing, and what makes it so effective, is its measurability. It’s never been easier to gauge the success of your marketing activity and identify its strengths and weaknesses.

Here are four reasons why you need to be testing your marketing.

1. We can’t know everything: We can’t possibly know everything about the people we are targeting. Often our customers are not like us; they feel and act differently. Your research will help, but trying out different approaches can reveal a lot more. We can also get too close to the company we work for, its products and the communications we send out. Testing helps us figure out where we are wrong and to make amends quickly.

2. We need to act fast: Many companies encourage their marketing team to get activity up and running quickly, without having to worry about having everything completely right. This creates a culture of embracing mistakes as an opportunity to learn.

3. Things change quickly: Customer preferences and attitudes adapt all the time, and probably faster than ever before. Testing provides a way to keep on top of this evolution.

4. Budget: Testing will ensure that the campaign or the ad we run will give us the best possible results so we will know or estimate our advertising budget that will be spent.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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