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?
Marketers need to know...