Sometimes it is easier to start a digital marketing strategy from scratch, than it is to plan and optimise an ongoing programme. Then again, there are very few businesses that have a clean slate, to begin afresh. The number of companies that have not entered the digital marketing field is very few, as most businesses have recognised the profits that can be brought in through this avenue, and have hopped onto the bandwagon. Newly launched businesses, especially e-commerce businesses, are able to create innovative online advertising strategies, which are free from the baggage that comes with experience.

The benefits of online history and experience have often been promoted by digital marketing specialists. Statistics from the past can give you plenty of information about what strategies have worked for what customers, and their exact cost. However, such statistics are like a backward-looking photograph that only shows a historical picture. They do not provide information about the current market situation and opportunities. Moreover, they do not tell if you have made full use of these opportunities, even when all digital marketing objectives are met.

The main problem with statistical programmes, designed to test and optimise digital marketing strategies, is that they come with their own baggage. Marketing professionals who are not meticulous enough can sometimes get weighed down by their success, slowing up their climb on the online marketing ladder. Ultimately, the marketer may end up with a digital marketing programme that is not very competitive or effective.

One of the main things to keep an eye out for, in this regard, is inertia. Sometimes, programmes that have been running for a long time collect a bit of lethargy, which can be very difficult to get rid off. This is especially true if a digital marketing specialist finds a winning formula, which makes everyone happy. Any attempt to modify such a formula is usually met with stiff resistance, making it difficult to test new channels and approaches. In a fast changing landscape such as digital marketing, such resistance can result in the strategy falling behind, very quickly.

The solution to this dilemma is to keep proven winners, while having a separate budget to test new digital marketing technologies. If any new information is gained through these tests, they should be reviewed, before being utilised to increase the power of your marketing programme.

Qudos Digital is a leading digital marketing consultancy, and can be contacted on 0845 388 5583 or info@qudosdigital.co.uk.