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What is your approach to testing digital marketing methods?

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Testing digital marketing methods is essential to optimize your campaigns, improve your performance, and achieve your goals. But how do you approach testing in a systematic and effective way? In this article, we will share some tips and best practices to help you test your digital marketing methods and learn from the results.

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Ivan Dimitrijevic

B2B Demand Generation & Growth | Crafting Engaging Content that Drives Traffic, Engagement, and Conversions
Krunal Thakkar

Helping Businesses Setup Analytics and Scale Organic Growth | GA4, GTM & SEO Consultant
Sharanbir Kaur

Driving Business Success with Digital Strategy | Marketing Solutions @ Meta | AI Powered Marketing | LinkedIn Top Voice…

1 Define your objectives

Before you start testing, you need to have a clear idea of what you want to achieve and how you will measure it. Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase your email open rate by 10% in the next month. Your objectives will guide your testing strategy and help you evaluate your results.

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Ivan Dimitrijevic

B2B Demand Generation & Growth | Crafting Engaging Content that Drives Traffic, Engagement, and Conversions
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Crack the Code of Digital Marketing: Test, Tweak, Triumph! Curious minds don't just wonder - they experiment! Embrace the power of A/B testing - it's the secret sauce to optimization. ?? Dare to try new channels - innovation is the birthplace of breakthroughs. Measure, analyze, repeat - data-driven decisions lead the way. Don't fear failure - every setback is a setup for success. Pivot like a pro - adaptability is the magic wand of marketing. ?? ?? How do you approach testing digital marketing methods? Share your daring strategies! ?? Join the discussion and let's unlock the keys to digital marketing mastery together! ???

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2 Choose your methods

There are many digital marketing methods that you can test, such as email, social media, content, SEO, PPC, and more. Depending on your objectives, you might want to focus on one or more methods that are relevant to your target audience, budget, and industry. You should also consider the strengths and weaknesses of each method, and how they fit into your overall marketing mix.

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3 Design your tests

Once you have chosen your methods, you need to design your tests. There are different types of tests that you can use, such as A/B tests, multivariate tests, or split tests. Each type has its own advantages and disadvantages, and requires different tools and techniques. You should also decide on the variables that you want to test, such as headlines, images, colors, copy, calls to action, and more. You should only test one variable at a time, and keep the rest constant, to isolate the effect of each change.

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Krunal Thakkar

Helping Businesses Setup Analytics and Scale Organic Growth | GA4, GTM & SEO Consultant
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One thing I've found helpful is to focus on testing one variable at a time. This could be your call-to-action (CTA), headline, ad copy, imagery, landing page design, or even the timing of your posts. Testing one variable isolates its impact and provides more accurate insights.

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4 Run your tests

To run your tests, you need to set up your test groups, such as control and treatment groups, and assign them randomly to your different versions. You also need to determine the sample size and duration of your tests, based on your objectives, budget, and statistical significance. You should use reliable tools and platforms to run your tests, such as Google Analytics, Google Optimize, Mailchimp, or Facebook Ads Manager.

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5 Analyze your results

After you run your tests, you need to analyze your results and compare them to your objectives. You should use metrics and indicators that are relevant to your methods and objectives, such as conversion rate, click-through rate, bounce rate, engagement rate, and more. You should also use statistical methods and tools to evaluate the validity and reliability of your results, such as confidence intervals, p-values, or t-tests.

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Sharanbir Kaur

Driving Business Success with Digital Strategy | Marketing Solutions @ Meta | AI Powered Marketing | LinkedIn Top Voice | Follow for Real World Digital Marketing Knowledge
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Your whole testing process is a waste of you do a quick job of this. The most important part of measurement is analysis and learnings. I follow this step by step process: 1. Collate results from tests, especially down funnel metrics 2. Organise results into 2 parts - core KPIs and health indicators 3. Use core KPIs and isolate any seasonality, setup, delivery differences 4. Use health indicators to derive insights, may not yield conclusions 5. Summarise test outcome in 1 line, most important step

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Allen Sharma

Founder & CEO @ Admakx Digital Inc. | Vice President - Revenue & Brand Partnership @ BrandMo Technologies | Outbrain Inc | MiQ Digital Canada | ABP Network | Times Network | Bloomberg | CNBC
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Also very important to document findings. Keep a detailed record of what was tested, the results, and the changes made. Track the changes / progress over a short term and long term period. Lastly, encourage a testing Culture. Foster an environment where testing and data-driven decisions are part of the organizational DNA. So many times, when everything is going right marketers leave the keep testing and analysing all the time out of their daily scope of work.

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6 Implement your learnings

The final step of testing is to implement your learnings and apply them to your future campaigns. You should document your results and insights, and share them with your team and stakeholders. You should also test the scalability and sustainability of your changes, and monitor their impact over time. You should also continue testing and experimenting with new methods and variables, to keep improving your digital marketing performance.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What is your approach to testing digital marketing methods?

1

2

3

4

5

6

7

1 Define your objectives

2 Choose your methods

3 Design your tests

4 Run your tests

5 Analyze your results

6 Implement your learnings

7 Here’s what else to consider

Digital Marketing

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What is your approach to testing digital marketing methods?

1

2

3

4

5

6

7

1 Define your objectives

2 Choose your methods

3 Design your tests

4 Run your tests

5 Analyze your results

6 Implement your learnings

7 Here’s what else to consider

Digital Marketing

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