Wednesday, 24 June 2009
The Limitations of Optimisation
One of the most powerful aspects of online marketing is its ‘measurability’. Every visit to your website, every click on your banner, ever view of your videos on youtube, it can all be measured.
This wealth of data, when properly monitored and analysed allows for powerful optimisation of websites, banner ads, and emails. That’s great, take a business that hasn’t properly optimised it’s website or ads and with a bit of sifting through the data you can boost conversion rates, make your registration form easier to use and pick subject lines that will get your emails opened more often.
But what happens when you’re done optimising? You still have the same product, services or website to market. After the superfluous links are cleared up and the structure is improved and a big ‘BUY NOW’ button is centered on your homepage you hit a brick wall. Optimisation can’t help you move much further beyond that point.
So what do you do now? Well that’s the problem, the real solution is to do something quite new, something quite different and preferably something quite cool.
Optimisation is safe, nobody gets fired for optimising the current website or PPC campaign. Doing something radical is risky, but to gain distinction from the masses of products and services out there, it’s not enough just to optimise.
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