Skip to content

Leading Practices for Digital Marketing

June 17, 2013

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.

Advertisements
22 Comments
  1. It’s an amazing article in favor of all the internet users;
    they will take benefit from it I am sure.

  2. Aw, this was a really good post. Taking a few minutes and actual effort to generate a
    great article… but what can I say… I hesitate a lot and never
    seem to get anything done.

  3. Good day! Do you know if they make anyy plugins tto safeguard against hackers?
    I’m kinda paranoid about losing everything I’ve worked
    hard on. Any tips?

  4. I seldom leave remarks, but i did a ffew searching and wound up here Leading Practices
    for Digital Marketing | On Target. And I do have a few questions for you if it’s allright.
    Is it simply mme or does it give thhe impression like a few of these responses appear like left
    by brain dead people? 😛 And, if you are posting on other online
    sites, I’d like to keep up with everything fresh you have to post.
    Would yyou make a list of evdry one of all your public sites like your
    twitter feed, Facebook page orr linkedin profile?

  5. Hey just wanted to give you a brief heads up and let you know a few of the pictures aren’t
    loading correctly. I’m not sure why but I think its a
    linking issue. I’ve tried it in two different web browsers and both show the same outcome.

  6. Having read this I thought it was really enlightening.
    I appreciate you taking the time and energy to put this article together.
    I once again find myself personally spending a lot of
    time both reading and posting comments. But so what, it was
    still worth it!

  7. I am really pleased to read this webpage posts which contains tons of
    valuable facts, thanks for providing these kinds of statistics.

  8. What’s up i am kavin, its my first occasion to commenting anywhere, when i read this post i thought i could also create comment due to this
    sensible article.

  9. Hello, I enjoy reading through your post. I like to
    write a little comment to support you.

  10. What’s up, for all time i used to check webpage posts
    here in the early hours in the daylight, because i
    enjoy to find out more and more.

  11. Hello there, just became alert to your blog through
    Google, and found that it’s truly informative.
    I’m going to watch out for brussels. I’ll be grateful if
    you continue this in future. Lots of people will be benefited from your writing.

    Cheers!

  12. Does your blog have a contact page? I’m having
    a tough time locating it but, I’d like to shoot you an email.
    I’ve got some creative ideas for your blog you might be interested in hearing.
    Either way, great site and I look forward to seeing it grow over time.

  13. Appreciation to my father who shared with me on the topic of this web site,
    this webpage is genuinely remarkable.

  14. Earlier many people were not aware of the concept of watching free movies online.
    India will tie-up with leading movie production houses to bring local Bollywood movies online.
    Money for the movie itself and for the beverage when you are watching the movie.

  15. ฉัน ตลอดเวลา ทุกครั้งที่ ใช้ในการ อ่าน ศึกษา บทความ ใน เอกสารข่าว แต่ตอนนี้ ที่ผม ของผู้ใช้ อินเทอร์เน็ต เว็บ จึง
    ดังนั้น จากนี้ ผมใช้ สุทธิ กระทู้ ขอบคุณ
    ไปยังเว็บ .

  16. หมอตำแย คุณจะคิด
    ก็ขอให้ฉัน ได้รู้ว่าที่ เว็บโฮสต์ บริษัท
    โฮสติ้ง ใช้ ? ผมเคย โหลด
    บล็อกของคุณ ใน 3 ที่แตกต่างกัน อย่างสมบูรณ์
    เว็บเบราเซอร์ เบราว์เซอร์ และต้องบอกว่า บล็อกนี้
    โหลด มากเร็ว ได้เร็วขึ้น แล้วส่วนใหญ่
    คุณสามารถ แนะนำ ดี โฮสติ้ง ผู้ให้บริการ ที่ ซื่อสัตย์ ราคา ?
    รุ่งโรจน์ ขอบคุณ ฉัน
    ขอบคุณมัน

  17. Kenya and have been around in great numbers except now that
    they are under threat due to human encroachment on their habitats.
    That’s why; today I decided to give you some
    precious tips which are still hidden only under the collars of
    desirable men. As soon as he was able, he scampered down the streets to the workshop.

  18. Stunning story there. What happened after?
    Take care!

  19. I have learn several excellent stuff here. Certainly
    worth bookmarking for revisiting. I surprise how a lot effort you place to make this type
    of great informative website.

  20. People, with diabetes, peripheral neuropathy, or other medical conditions
    that result in a numbness of the feet or a decreased immune system, should
    not run barefoot under any circumstances. The matter
    that most folks actually like about Amazon is they also offer reviews and suggestion of
    the products and other goods so that you know what you are getting before you acquire
    it. In his mind, he did it the way he thought was right.

  21. You would have lost 78 occasions the capital you put down.

  22. I quite like looking through a post that will make men and
    women think. Also, many thanks for allowing for me to comment!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: