Leading Practices for Digital Marketing

The path to optimization is daunting. But the bridge to success is more secure than it seems.
The path to optimization is daunting. But the bridge to success is more secure than it seems.

A Survey can deliver insights, even if it doesn’t deliver a clear directive on practices. Adobe’s survey on optimization offers insights, concrete data, and some tantalizing hints—and also provokes a few important questions.

As Kevin Lindsay observed in his latest Adobe blog post, optimization investments deliver competitive advantage. To whit: 61% of Adobe Target customers have conversion rates above 2%; only 43% of companies not using Target have conversion rates are among the >2percenters. Organizations with the discipline and commitment to use Adobe Target testing and optimization capabilities get better results.

But, I have to wonder, what inhibits the success of the 39% of Target users with conversion rates stubbornly below 2 percent?

Within Adobe’s survey, among the >2percenters, 56% invest more than 6% of marketing budget on optimization, and one in five allocate more than a 25% of their market budget to optimization. But this means that 44% of the >2percenters manage to achieve their results despite spending less than 6% of their budgets on optimization.

So what’s the right amount to invest in optimization?

Based on the survey, Adobe recommends some practices:
a. Optimize
b. Target your content
c. Make testing a priority
d. Automate and collaborate

But adherence to each one of these practices among the >2percenters ranges from 53-63%. It’s conceivable that some of the >2percenters use none of these practices. So, where are these practices the most impactful? Or, which of these practices will be the most impactful for your business?

59% of companies with conversion under 1% don’t have a test process. But this means that 41% of the <1percenters do have a test process.

Why are so many testing efforts failing to improve conversion? That’s really 3 questions:
1. What are the ineffective testing practices?
2. Why are ineffective practices so widespread?
3. How long does it take – what is the roadmap – for testing to begin to improve conversion?

I wish I had the data that would answer these questions. It is clear that the discipline of digital marketing has a lot to learn. We have a long way to go on improving – optimizing – digital marketing. Adobe invests significantly in illuminating the path. Thanks for that.


Published by Sue Aldrich

I'm a talented writer who connects business goals with technology, to get your message across through readable and engaging content. I have expertise in personalization, customer experience, journey optimization, recommendations, and search. I also research and write articles on sustainability for my hometown newspaper, Sterling Meetinghouse News.

22 thoughts on “Leading Practices for Digital Marketing

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