The Most Important Aspect of Marketing

Posted by - s L i K e R s - | 3:16 PM | | 8 comments »

One of my colleagues recently asked me, out of all the aspects of marketing including online marketing, marketing strategy, Web 2.0, market research, etc., what was the most important? Without hesitation I replied, "Testing".

Many of my marketing friends might argue and profess that if you don't have the right message, reach the right audience, the right timing, or the right offer, you won't succeed. And to that I say ABSOLUTELY! In fact, those are the very elements of a successful campaign that can be identified through proper testing. So how do you know that your messaging is optimized or that you're reaching your target audience in the most effective way possible? Only proper testing can give you that information.

When someone on my team says that a particular campaign was a success I ask, "how do you know?" The answer often has something to do with metrics around campaign performance. But this information is merely releative. If your click through rate was 20% and your conversion rate was 0.35% for an online campaign, it may have generated a positive return, but is 0.35% the best we could have done? Did we test the campaign to set expectations before full launch?

By testing multiple landing pages, post cards, direct mail packages, keyword campaigns, and other marketing campaigns, you can find what resonates best with your audience and set proper expectations for performance. Once you've established a baseline, continue to test and experiment with different messaging, timing, and offers and compare your results against your baseline. Then, when someone asks you how well your campaign performed, you can say good, bad, or indifferent based on real data.

A great example of this was a recent email marketing campaign completed by my team. They tested 3 subject lines - everything else remainded the same (the list, the email creative, the price, the timing, etc.). During our test, one subject line outperformed the others 3 to 1. Wow! What a difference this made in our overall campaign performance when we sent the email to tens of thousands of potential customers.

Ongoing measurement and testing is essential for marketing success. If you're not testing your marketing campaigns on a continuous basis, you're missing out. Of course, once you establish a solid control (baseline), you'll have a hard time out performing it. In general, you'll only improve your success rate about 10% of the time. But continue to test, test, and test some more and you'll see your knowledge and results increase.

This article is write by Michael Fleischner

About the Author

Michael Fleischner is an Internet marketing expert and founder of MarketingScoop.com. He has more than 13 years of marketing experience and has appeared on the TODAY Show, Bloomberg Radio, and other major media. Michael is also the author of SEO Made Simple: Strategies for Dominating the World's Largest Search Engine and The Webmasters Book of Secrets: Improve Search Engine Rankings.

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8 comments

  1. toko bunga cilacap 24 jam // 11 December, 2012  

    Pemasaran memang sangat penting, kadang barang kurang berkualitas tapi pemasaran bagus akan lebih laku dari barang sangat berkualitas pemasaran jelek

  2. modifikasi toyota // 22 May, 2013  

    lebih mudah memasarkan daripada mengurusi pembukuan
    tetapi tergantung produk juga sich

  3. ilawati pristiani // 24 May, 2013  

    Nice artikel tentang the most inortant aspect of marketing...

  4. Jual Sprei Murah // 05 June, 2013  

    ini emangnya blog bikinan orang luar ya..?? kok pake bahasa inggris..??

  5. kejutan income dari rumah // 28 June, 2013  

    dalam berbisnis benahi dulu pemasarannya, biar kita tambah sukses

  6. gasa gagah perkasa // 15 August, 2013  

    Artikel yang sangat bermanfaat, penuh dengan sentuhan kreatif dari penulisnya. Salam kenal untuk admin situs ini, teruskan berkarya dengan informasi terbaik.

  7. obat kuat pria // 15 August, 2013  

    Postingan yang ada di dalam situs ini benar-benar sangat bermanfaat dan menarik. Terima kasih atas kebaikan hatinya bro or sista admin.

  8. berpikir positif untuk kesehatan // 08 November, 2013  

    terimakasih atas infonya ya, sukses selalu buat blog ini!

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