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Apr 11, 2022
In Welcome to the Forum
Right now, marketers have made A/B testing a science, because that's exactly what it is. Whenever a new marketing channel has presented untapped opportunities without a roadmap to drive results, A/B testing has been there to separate successes from failures, uncover a path forward, and optimize your marketing efforts.A/B testing is a tried-and-true approach for digital marketers, but today's marketing landscape has more paths than ever as brands take multi-channel approaches to storytelling, integrate user-generated content in their strategies and leverage advanced buy email list technologies such as VR and AR to enrich the broader customer experience. When every piece of content you produce or evaluate in a campaign contains a multitude of variables that can impact results, how can you find the time to judge each piece individually?The problem isn't that A/B testing isn't getting results anymore, or even that buy email list there was a better alternative to marketers in the past. It's that marketing techniques have evolved so rapidly in recent years that A/B testing is no longer the most effective option for assessing current performance. According to an eMarketer survey , most marketers report that 80% of A/B tests fail to produce meaningful results. For one, it's no surprise: A/B testing is a trial-and-error process, which means companies should expect more failures than successes. But on the other hand, this inefficiency stands out buy email list in an industry obsessed with optimizing, fine-tuning, and incrementally improving every aspect of their marketing machine. In this progressive environment, the shortcomings of A/B testing have been highlighted by the development of improved approaches for the same marketing problems, offering a number of upgrades to this time-honoured testing strategy.Should we give up A/B testing today? Certainly not. Despite its limitations, for many organizations it's still the best way to refine a campaign strategy over time. What you better do is understand what technological improvements, including the use of automation and artificial intelligence, are poised to make your content marketing decisions as impactful and productive as possible.
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