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A/B Testing
Influencing public perception is no longer based on hunches, creative inspiration or focus groups. Those are the old days. With all the data available at your fingertips today, you have to use objective analysis. You must continually test different variations of ads, landing pages, design elements, and content to see what resonates best with your audience.
Algorithms
The ubiquitous algorithms on the web are the gatekeepers of content. They decide whether your brand gets attention or not. It's essential to have someone on your team who has a technical understanding of how the major digital platform algorithms work. Without that, your messaging won't get past the gates.
Cross-Platform Integration
Your social media traffic influences your website’s search results. A/B testing on Facebook should always inform content development on your other digital channels. Your team needs to truly understand the bigger picture of how all your digital properties work together and balance each other.
Setting Goals and KPIs
Without precise goals, it’s impossible to measure success. It's also crucial to know what to measure. Most organizations don't set meaningful goals and KPIs to assess progress.
