Methods for testing digital marketing campaigns
Agile approach
The traditional approach is known as waterfall and projects are completed through a number of sequential ad overlapping phases, then they are tested and the requirements are also defined around the start of the project and may change later. However, with Agile approach, tight loops of the project are done incrementally in short iterations and the requirements are defined around the start of each iteration.
A/B testing
A/B testing is when two variants are compared at the same time, the winning variant is then chosen. For instance, when sending an email campaign, you can test which subject lines will perform the best by doing an A/B test, both subject lines are sent out at the same time to a sample of the recipients over a period of time, the winning subject line is then used to send out the rest of the emails.
Multivariate testing
Multivariate testing is when different variables are altered with the goal of finding out which groupings of the variations produces the best results. For instance, on a website, different variations of an image and headline on a webpage can be changed and tested to find out the best performing variation.
Methods for optimising digital marketing campaigns
Paid search (PPC)
Paid search is a method of optimisation for digital marketing campaigns, this is because it enables you to specifically target those who have an interest in what you’re offering and who you know your product and service is relevant to. This can lead to increased web traffic to your website as well as increased conversion rates almost instantaneously.
Search engine optimisation (SEO)
Search engine optimisation is another method, it is a series of activities that ensures that a website can be found in search engines from phrases and keywords that are relevant to what it is offering. SEO which can help gain company and brand visibility and also drive relevant traffic to your website.
Content
Another method of optimising digital marketing campaigns is through a strong and solid content strategy, by creating online content that relevant, you can establish a strong brand identity, drive relevant traffic to your site, generate and cultivate leads as well as keep your customers informed about your business activities and events.
