Magazine article Marketing

Opinion: Marketing Society - Testing Is Worth Every Penny

Magazine article Marketing

Opinion: Marketing Society - Testing Is Worth Every Penny

Article excerpt

Everyone has had to come to terms with tighter, more accountable budgets. As a result, we've had to do without some of life's little luxuries - expensive photography maybe, possibly a narrower media schedule, and maybe even fewer creative treatments than we would previously have settled for. But one thing we can't do without, and should never be considered a luxury, is testing. No matter what else happens to the budget, testing is a non-negotiable.

Sadly, the advertising industry doesn't seem to realise this. The direct marketing industry, particularly, is in danger of killing the very techniques that gave it life. But agencies do what their clients tell them to - even the best ones - so the responsibility for this lack of testing lies with clients.

This dearth of testing is apparent across all sectors, but there are a couple that are particularly vulnerable to throwing testing out of the window: credit cards and telecoms. Companies in those sectors are judged principally by how many people they have on their books. In a mad dash to reach as many prospects as possible, marketers have adopted a scattergun approach to the detriment of their existing customers. They have fallen into the trap of focusing all their energy on pulling in new punters, while neglecting those consumers with whom they already have a relationship.

While, superficially, customer numbers go up, these new customers have no real value or long-term commitment to the brand. They are easily bought and just as easily lost. …

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