Digital marketers have one goal in mind: boosting sales and revenue through their company’s online presence. This laser-focused goal creates the temptation to base campaigns on short-sighted information that doesn’t address their bigger picture goals. You should instead be focused on the long-term insights you can gather about your audiences.
Too many campaigns are built on the same assumptions and result in a generated conversion lift, which only survives the duration of that single campaign. By challenging overall assumptions, not merely content, marketers learn something from each campaign, which you can apply to the next. This results in a “cumulative lift” that builds and quickly outpaces short-sighted tactical gains.