Been at the gym and seen people working out for what is clearly the first time in a very long time? Have you seen them put the machine on some ridiculously high setting right out of the gate? Disaster waiting to happen, right?
Our regular blog subscribers have heard us talk about testing your digital marketing to international student markets before setting the dial to “intense.” I thought I’d take a moment to explain the rationale and the approach.
Bottom Line: Small marketing tests—that look at the combination of distribution channel, timing, message, content and design—are going to lead you to large scale success if you take the time to do it. To do this well, you need an innovation budget to allow for failure. Yes, failure. Why? Because you learn from failing and when you fail fast and cheap, you achieve success with confidence. With digital, this is the way of things.
What you really want to know: How many clicks? And importantly: How many conversions (applications and enrollments)?
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