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Marketers often ask me why they should want to get more intelligent if their current marketing channel is working? Unfortunately, if they continue to focus on the here and now, instead of looking to the future, they will be heading for trouble.
The rule, “if it ain't broke, don't fix it” doesn't work for marketers, even if they want it to.
I have noticed a worrying shift in attitude in large companies which needs addressing.
Five or so years ago, our clients would use web analytics to continually carry out small tests on the website, measure the improvements and test again. This iterative web development process now seems to be hugely hindered by red tape and protocol.
A RedEye seminar with Jim Sterne last week brought out lots of new discussion in the world of Web Analytics.
One of the things which sticks out for me is the emergence of new web design technology and the implications for measurment.
Email marketing has been a revolution. Not only can it be timed and targeted to perfection, it is cheaper than most other forms of direct marketing, making it accessible to many more companies.
However, from regularly speaking to people in the industry, and looking at my own inbox, many companies are not taking the same care with their email direct marketing as they would offline. This is causing problems for the industry and the companies themselves.
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