Point of view: Testing in the digital age

Innovation in testing has become one of marketing's hottest topics. The traditional way of marketing for big players has been 'to test and reapply', but markets are now evolving so fast that there is no time for sequential testing.

Point of view: Testing in the digital age

John Woodward

Innovation, especially in testing, has become one of the hottest debates in advertising and marketing. A number of concepts are, not surprisingly, emerging from the digital world, where small, iterative actions are, by their nature, possible. Others are being thrown up by software, where it's clear that major one-off upgrades are too costly to engineer (even if you are Microsoft) and that an approach of ‘permanent beta’ is a better solution for company and customer alike. So, what might this mean in practice for a CMO?

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