Marketo-DG2DA
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THOUGHT LEADERSHIP INSIGHTS (CONTINUED)<br />
ALISON ENGEL<br />
Vice President, Global Marketing, LinkedIn<br />
lead (CPL). Once you start<br />
measuring success based on<br />
objective and channel, you’ll have a<br />
better idea of how each of your<br />
marketing programs is contributing<br />
to your overall mix.<br />
MKTO: How has testing and<br />
optimization of digital advertising<br />
changed, and how do you see it<br />
changing in the future?<br />
AE: Every marketing organization<br />
that invests in digital advertising<br />
needs to be testing—period.<br />
Deploying smart testing practices<br />
as an integral part of how you run<br />
programs is directly correlated to<br />
the size of the return you’ll get on<br />
the marketing budget you invested<br />
in them. However, with all the<br />
different systems and specialized<br />
teams in place to drive different<br />
programs, it can sometimes be<br />
paralyzing to come up with a<br />
comprehensive testing and<br />
optimization strategy.<br />
As a rule of thumb, don’t try to test<br />
everything. Determine the lowesthanging<br />
fruit and focus testing<br />
energies on where you think you can<br />
move the needle most. For example,<br />
it’s fairly easy to test two different<br />
calls-to-action on a display ad, which<br />
can deliver enormous insight into<br />
what drives the most conversions for<br />
your campaign.<br />
And if you’ve been testing for a while,<br />
there are tremendous opportunities<br />
to get really savvy with your testing.<br />
Test different types of content against<br />
different target audiences or levels of<br />
engagement. For example, are you<br />
certain that case studies will resonate<br />
only with people who are highly<br />
engaged on your website or further<br />
along in the purchasing decision?<br />
This may not always be the case, so<br />
it’s important to test these<br />
assumptions, no matter how<br />
ingrained they may be.