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How do you know your website pages are performing as well as they could be if you're not testing them to make sure? You don’t, is the honest answer.
You could be missing out on a lot of potential sales, shares, clicks, or whatever it is you’re trying to get out of your visitors.
Multivariate testing or MVT is synonymous with the testing and conversion optimisation industry - not forgetting the other inherently flawed three-letter acronym, CRO.
MVT is often used by businesses as a catch all term, used to describe the fact that they have a testing tool and that they are running tests on their website.
On Thursday, November 19 dozens of brand marketers came together in Singapore for a full-day discussion of the issues that we are all facing as we drive digital change.
As with every Digital Cream event, the Chatham House Rule applied, so what was said cannot be attributed to any one marketer.
But at the end of the event, the hosts of each table helpfully provided a summary of the day's discussions.
Online marketing is a world fraught with danger. Some dangers are obvious. Others... not so much.
The fact that 83.7% of companies report that merely hiring for content marketing is either “somewhat difficult” or “difficult” hints at the underlying instability those in the marketing profession face.
So you’ve deliberated, cogitated and digested to the point that your performance marketing strategy is like a finely oiled machine.
Spend goes in at the top and leads and sales come out at the bottom.
You can plan your marketing budgets down to the nearest penny and just open your laptop to watch a series of real-time graphs and charts that keep going upwards and to the right as the month progresses, just like they did last month.
From Facebook's new 360-degree videos, which are now available to select brands as a new ad format, to Snapchat's new Sponsored Lens offering, which allows brands to add custom filters to the Snapchat experience, marketers today face a constant stream of new ad products.
This is both a blessing and a curse.
I had the pleasure of hosting the Tech Trailblazers session last week at the two-day Festival of Marketing in London's east end.
We had number of fantastic speakers and there was an interesting panel with four innovation experts giving their point of view on what innovation is and what it is not!
To develop an effective multichannel marketing strategy, brands have to recruit people who can do magical things with data.
But is it data analysts they want, or data scientists? And how many really know the difference?
Creating personalised messages for rugby fans is difficult.
Though passion drives engagement, it also means marketers must be sensitive - rugby is a large part of life for volunteers, coaches, players and touchline fans.
So, how has the RFU created its CRM strategy and how did the 2015 World Cup affect engagement?
“Change is around us.”
These were the opening words of Joel Windels, Brandwatch’s VP of inbound marketing, when I attended his talk about social data at the Festival of Marketing today.
The Festival of Marketing has finally arrived! I’ve already attended three fantastic talks, one of which came from the almighty Alan ‘not-so-marketer-friendly-but-still-full-of-sound-advice’ Sugar.
But one of the most interesting talks I’ve seen so far was on the Data and Analytics stage, where Return Path’s senior director of professional services Guy Hanson discussed how external factors can have a big impact on email marketing campaigns.
One of the many significant changes being introduced by the European General Data Protection Regulation (GDPR) is the requirement to adopt principles of privacy by design (PbD) when creating or revising processes or technology.
Given that websites are regularly being redesigned and developed, often by out-sourced agencies, it is quite likely that when the requirements become law, web development projects will be the biggest, most immediate category of impacted software development activities.