As a digital marketing consultant I am often asked which approach to take.
For example:
“Which activities should I focus on, with regards to digital marketing?”
“Should we have one website, or several websites?”
“What should I put at the top of my homepage?”
“How often should I write a new blog?”
Having worked with more than 3,000 enterprises, I usually have an answer.
However, circumstances, customers, demand, the economy and many other factors are in a continual state of flux.
Therefore, I often reply by saying:
“Test at least two different options.”
Sometimes, this is easy.
For example, A/B split testing an email marketing campaign headline.
Sometimes time, effort and budget will be required.
All too often, it is only by testing real human behaviour, as opposed to stated intention, that the truth is revealed.
