Here’s another New Year’s resolution for curious marketers:

DEFER TO DATA

Why guess when you can test?

The benefit of working in a digital world is rapid data collection. Digital is fast and flexible, use that to your advantage. 

We don’t have to rely on opinions or gut feelings.

I have sat in so many meetings where taglines or ad creative or button color is discussed. Meetings filled with “I thinks” and “I likes”. 

Don’t think and feel. Launch & learn.

  • The algorithms want more pieces of robot food to learn on.
  • People like different things.
  • Our brands aren’t just one color and one phrase and one picture.
The Testing Trinity, a 3 circle venn diagram: algorithmic robot food, audience tastes, brand assets. All 3 benefit from diversity. The overlap of all 3 is where more is better.

What I’m saying is:

💡
treat everything as an experiment.

Yes, I’m being a bit extreme. Our experience and our expertise is what makes us valuable. But we don’t have to settle on one thing.

Narrow down to a few options that represent your brand well and just put them out there. Let your audience decide.

We don’t need to rely on our opinions and gut feelings, we can find out what our customers actually like, which is way better. 

Our opinions don’t matter. Our audience’s opinions matter.

Toss on the lab coat and start cranking out robot food.

& Stay curious.