I often tell my clients (and anyone who will listen actually) that your digital marketing strategy and your website is a “forever work in progress”. Your website, your social media presence, your investment in search engine optimisation (SEO) and your email marketing are not campaigns with a start and an end date, they are dynamic, living things that change and evolve with the business and its audience. Digital marketing (as opposed to online advertising) is all about testing and optimisation. What ‘optimisation’ means is many, regular, small changes that are made very deliberately, to see how the user responds.
I worked at Toyota for a little under a year and their success has made the term “Kaizen” famous.
Kaizen is a way of life philosophy that determines that every area of your life (or business) deserves to be constantly improved. Kaizen literally means “continuous incremental improvement”, and “optimisation” has exactly the same meaning for digital marketers. The power of digital marketing is in the ability to track every impression, click, action and conversion. The return on investment is able to be measured in exact metrics Read more →