Dig­i­tal chan­nels appeal to con­sumers because they allow users more con­trol over what they see. That way, con­sumers are more actively involved in decid­ing what con­tent they con­sume. In the same way, mar­ket­ing on a dig­i­tal front is excit­ing; it allows mar­keters more oppor­tu­ni­ties to tar­get the right cus­tomers at the right time. There are many test­ing and tar­get­ing tools avail­able (includ­ing Adobe Tar­get), and in this blog I’ll be talk­ing about the types of test­ing and tar­get­ing util­i­ties you should look for when decid­ing on your mar­ket­ing soft­ware. I’ll explain why these util­i­ties are impor­tant for ana­lyt­ics and, ulti­mately, for dri­ving sales.

A Two-Tiered Tool

Users should look for soft­ware that offers two-tiered solu­tions. The first of the two tiers is A/B test­ing; the sec­ond is per­son­al­iza­tion tar­get­ing. Using these tools together can help you develop your mar­ket­ing pre­dic­tions in a dynamic way. You’ll be able to deliver a rel­e­vant and timely expe­ri­ence. As I’ve men­tioned in a pre­vi­ous blog—accord­ing to data mas­ter Nate Silver—the right way to make pre­dic­tions is to con­stantly adjust them.

With these two tiers, mar­keters can con­stantly test and tar­get con­sumers. This ensures mar­keters are opti­miz­ing their dig­i­tal strate­gies con­tin­u­ously. It’s impor­tant to have a two-tiered solu­tion because it lets mar­keters deliver the opti­mal page at the opti­mal time to the opti­mal con­sumer. Mar­keters should find a sys­tem that enables them to deliver the right con­tent to the user’s land­ing page at the right time. 

A/B Test­ing

A/B test­ing lets mar­keters run two con­cur­rent page options to deter­mine which option fares bet­ter with con­sumers. It shows mar­keters side-by-side results with two options. Look for A/B test­ing that is sim­ple to use on a con­tin­u­ous basis; that way you won’t have to spend your time cre­at­ing tests but can use your time opti­miz­ing the tests’ results.

With A/B test­ing you’ll be able to choose option A or option B at any point. Make sure you let the tests run for a suf­fi­cient amount of time so you can make effec­tive choices. Allow­ing your tests the time to run will bal­ance out your results and give you results based on a wider test­ing pool, results which are thus more sta­tis­ti­cally accu­rate. You can con­tinue run­ning both the A and B options until you see a clear fron­trun­ner, or you can vary the time you put into each option.

Per­son­al­iza­tion Targeting

Test­ing and tar­get­ing becomes really pow­er­ful in per­son­al­iza­tion. There are many per­son­al­iza­tion tools that allow you to cus­tomize your mar­ket­ing efforts to suit your spe­cific cus­tomers. Per­son­al­iza­tion tools sep­a­rate your brand and its mar­ket­ing efforts from other brands and their efforts.

Mar­ket­ing tools like Adobe Tar­get let you per­son­al­ize land­ing pages accord­ing to cer­tain seg­mented char­ac­ter­is­tics. Seg­men­ta­tion tools let you cre­ate an expe­ri­ence that is opti­mal on an indi­vid­ual level. If you search, you can find even more per­sonal tar­get­ing tools. Some of the lat­est and most adapt­able are tools that employ cus­tomized ana­lyt­i­cal algorithms.

As a dig­i­tal mar­keter, you want users to land on pages that will incite them to take fur­ther action. Look for test­ing and tar­get­ing tools that have the right util­i­ties to deliver those pages. For any dig­i­tal mar­keter it’s about deliv­er­ing the rel­e­vant expe­ri­ence; but great dig­i­tal mar­keters take ini­tia­tive to track that rel­e­vant expe­ri­ence so they can con­stantly improve upon it.