As part of any digital transformation agenda, the ability the test and learn gives businesses the opportunity to experiment, iterate and grow skills and competences throughout the organisation. For digital marketers, this opportunity is becoming increasingly important as technology continues to advance and larger companies face new and emerging threats from more nimble, innovative competitors.
To drive meaningful digital transformation at scale, businesses must therefore be open to the adoption of a test and learn culture, which will enable marketers to optimise digital media activation, create first-class digital experiences and develop learning across the organisation. Much of this will be dependent on each organisation’s stage in the digital transformation journey:
Three big digital trends
The importance of developing a test and learn culture is reflected in the numerous digital trends impacting businesses today. However, I’d like to highlight three that I believe are particularly significant and should influence test and learn planning for digital marketers across all types of businesses: