Marketo-DG2DA

THOUGHT LEADERSHIP INSIGHTS (CONTINUED)
ALISON ENGEL
Vice President, Global Marketing, LinkedIn
lead (CPL). Once you start
measuring success based on
objective and channel, you’ll have a
better idea of how each of your
marketing programs is contributing
to your overall mix.
MKTO: How has testing and
optimization of digital advertising
changed, and how do you see it
changing in the future?
AE: Every marketing organization
that invests in digital advertising
needs to be testing—period.
Deploying smart testing practices
as an integral part of how you run
programs is directly correlated to
the size of the return you’ll get on
the marketing budget you invested
in them. However, with all the
different systems and specialized
teams in place to drive different
programs, it can sometimes be
paralyzing to come up with a
comprehensive testing and
optimization strategy.
As a rule of thumb, don’t try to test
everything. Determine the lowesthanging
fruit and focus testing
energies on where you think you can
move the needle most. For example,
it’s fairly easy to test two different
calls-to-action on a display ad, which
can deliver enormous insight into
what drives the most conversions for
your campaign.
And if you’ve been testing for a while,
there are tremendous opportunities
to get really savvy with your testing.
Test different types of content against
different target audiences or levels of
engagement. For example, are you
certain that case studies will resonate
only with people who are highly
engaged on your website or further
along in the purchasing decision?
This may not always be the case, so
it’s important to test these
assumptions, no matter how
ingrained they may be.