Innovative Marketing Relies on Guessing

Innovative Marketing Relies on Guessing

As shopping behaviors change, ecommerce marketers should change how they reach new prospects, deepen relationships with customers, and measure results. For at least some online retail businesses, this means experimenting with different marketing campaigns and activities at a strategic level and making good guesses about what might work. It may be helpful to make a distinction between marketing experiments — or what we might call strategic marketing experiments — and marketing optimization. Strategic Experiments vs. Optimization There is a sense in which every marketer should always seek to optimize campaigns. Even established and successful promotional campaigns and tactics can […]

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