Audiences have ticks. Some type of marketing messages makes them go nuts. Other versions get little to no response. The role of marketers is often to find the right phrase and combination of words that makes the audience go nuts.
This game of cat and mouse customers and marketers play is high stakes. If a big brand is willing to put a ton of money behind a marketing campaign, it falls upon marketers to ensure that their messaging tactics would work.
Thanks to the functionality offered by modern digital platforms adept for marketing products and services, marketers can test different messages on the same audience to see which one actually works.
This process, known in marketing as A/B testing, is crucial for making a marketing campaign a real success. Using A/B testing, a marketer can test the viability of two different marketing messages and see which one actually works.
In this article, we discuss why A/B testing is crucial today for marketing success.
The stakes in marketing are higher than they have ever been. Huge marketing budgets bankroll campaigns these days. One can look at the success of digital marketing agencies as proof of how much companies are willing to invest in marketing to make sure their brand and its products reach the right audience.
When the stakes are high, getting the basics right becomes crucial. One of the basics is having a good marketing message. With A/B testing, this is made possible as marketers can check which message does well with the target audience.
Unpredictability of Audience
The audience has always been a monolithic creature for marketers. Making the audience happy and giving them the message that would convert them into becoming customers lies at the heart of a marketer’s job.
However, attracting the audience is not an exact science. Audiences are notoriously unpredictable. This is a key reason why many marketing campaigns falter and end up becoming defunct. A/B testing helps marketers placate some of the unpredictability an audience might have and gives the marketers crucial insight on how an audience behaves.
A/B testing is not a new concept, although it is one that works much better with digital than traditional marketing. Its role in modern marketing is essential in ensuring that the audience gets to see the best possible message. In this article, we covered why A/B testing is essential for marketing success.
About the Author – Rishi Bandana is a marketing specialist with several years of experience working as a consultant at top ad firms. He currently works as a mentor at DelhiCourses.in. The institute, while most popular for its digital marketing training course in Delhi, also provides programs in ethical hacking and business analytics.