The opportunity to continually test and refine digital marketing is often cited as one of the main advantages of “new media” over “traditional media”. The conversation amongst digital marketing thought-leaders is generally sophisticated on this subject, advocating advanced tactics.
Terms such as “Agility”, “A/B testing” and “social media optimisation” are common currency. But what’s really happening on the ground? To what extent do marketers in the field actually optimise their digital efforts?