To celebrate the one month countdown until the Digital Marketing Show Mid Term, we took to Twitter to ask John Miller, Director of Digital Marketing for Shutterstock, about all things creative testing.
Don't let your FOMO (Fear of Missing Out) go into overdrive - if you didn't manage to make the chat in real time, or you just want to recap on John's advice, we've got the chat laid out here for you!
Q1. What is creative testing?
Continually seeking fresh ways of forming relationships with new customers and deepening relationships with existing ones.
Q2. So, what can you test?
Wherever there is a data point, there is a potential to test. In today's marketplaces there are more data points than ever.
Q3. @mttyrs asks ‘How do you decide what elements you should be testing?’
Think about the customer actions you seek, test different ways you can communicate a message that inspires those actions.
Q4. @AlexShea0 asks ‘What results should you look for when testing?’
Winners and losers. Why did some win out over others and how can you make more decisions that lead to wins?
Q5. @JonathanCDavies asks ‘How many variations of an ad should you aim for when testing?’
Don't overcomplicate things, a simple A/B can get you ahead. Raise number of variations for ideas w/ high-impact potential.
Q6. @ExposureComm asks ‘Images vs Video - how do marketers decide which is best for them?’
All media has its value. What's the expected response and will it lead to enough paying customers to justify the costs?
Q7. @HananaAlabama asks ‘how can I learn to make my own #video content easily, whether #sketch, #animation, or editable footage?’
Digital education is an ever-growing industry. If you want to learn video I can recommend lessons @skillfeed! ;)
Q8. @Katie__Maloney asks ‘How can businesses choose the right video platform for them?’
Does this platform have the audiences you want to reach and will it allow you to effectively meet your campaign goals?
Q9. What’s your top tip when it comes to effective creative testing?
Isolate test variables as clearly as possible. The process will be slower but your learnings will be far deeper.
Want to hear more from John Miller? He will be sharing Shutterstock's understanding of what drives differences in engagement and conversion based on creative image and video choices on mobile, web, email and social at the Digital Marketing Show Mid Term on the 13th May 2015. Book your place now!
Can't wait 'til then? Read our interview, 5 Questions with Shutterstock, here!
By Hannah Durham, Editor of the Digital Marketing Magazine.
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