Marketers have traditionally leveraged digital advertising (most often on Google), to test the messaging and subsequent impact on website traffic.
Marketers have traditionally leveraged digital advertising (most often on Google), to test the messaging and subsequent impact on website traffic. However as the digital ad landscape matures and competitive differentiation becomes more challenging, growth marketing approaches need to be more focused and outcome-driven. For instance, marketers can consider testing multiple message variations to the same audience to see which generates more engagement. We are also seeing marketers leverage “brand gen” tactics (such as paid campaigns that feature signature content offers) to help drive both brand awareness and conversion.