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Consider Randomized, Real Time Testing

Written by: Nancy Arter

Article Overview: This article talks to the importance of testing various part of your direct marketing campaign to determine the best offer, author, idea, etc. Testing can prove to be invaluable, and can save your business both time and money.

Consider Randomized, Real Time Testing

I think all marketers have had a similar experience: You're meeting with a client/superior/colleague discussing an upcoming campaign. Your client is absolutely sure that one offer/creative will outperform another. You, on the other hand, just KNOW that the alternative offer/creative is the winning package. You argue about the benefits of one over the other. Voices are raised; you're passionate; YOUR idea is the best. What happens at the end? Typically, the debater with the most clout (i.e.: the client or the boss) wins. Their idea ends up getting implemented...

What's the better resolution to this dilemma (and the answer that direct marketers are typically first to suggest)? It's simple--test both concepts and let results decide the winning idea. Unfortunately, however, rigorous testing just isn't done often enough.

This article from Advertising Age, Randomized Testing Is Fast and Cheap, but Few Seem Interested made me think about testing in a new way. It's all about real-time testing and the author cites an insightful case study of how an author let clicks from a Google ad determine the title of his soon-to-be-published book. The author was certain that he had the right title. His editor was certain that another title would be more interesting. Well, the editor was right, based on responses to the Google ad.

The article cites other testing examples and also discusses how the Internet has enabled real-time testing.

It may be time to evaluate your testing strategy. RRW has written a white paper on this subject. If you'd like a copy of that white paper, just send us an email (info@rrwconsulting.com) and we'll send it your way.

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Article Tags: advertising age, boss, case study, clout, colleague, debater, dilemma, direct marketers, email, google, real time, rrw, simple test, voices
Referred by: http://www.internet-search-marketing.com



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Re: All the Secrets to Getting a Lot of Traffic Using Google AdW - Thanks, Zeke. Testing is required for any campaign. Tanny, let us know how you make out. I will try to get started with MSN during the next week. I have a bit to learn yet as it's different than Adwords. Alan
Re: UPDATES: New Campaign! New Layout! New Ideas! - We've also expanded the list for Contest and All-Time Leaders. It's great to now see David and Yinka on the All Time list and recognize the contributions they've made to the forums!
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Re: THE Most Important Concern At Startup - That's true brokemet. Following through, implementing and testing your ideas is so important. Too many times people fall in love with their initial idea and myself included, will get stubborn with them. Testing is the only way of really finding out what works and what doesn't.
Re: The Importance of Testing - Even the fact that you outsource your business opportunities, you already are testing different firms there. Testing has already been part of every business even if some aren't recognizing it at all since they're already certain to go through a fixed goal to focus on. For me, trial and error can really take a lot of time although seeing the results and evaluating them will also help everyone to make it easier to start it right in the future and prevent wasting any.


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