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Forbes Agency Council: How To Use A/B Testing And Consumer Insights To Tweak Campaigns

June 09, 2022

As a member of the exclusive Forbes Agency Council, Collective Measures CEO Donna Robinson shares her expert opinion on the top digital trends. Read her latest feature below.

How To Use A/B Testing And Consumer Insights To Tweak Campaigns

By Donna Robinson / June 9, 2022

Gathering and analyzing data on consumer behavior and feedback is key to creating advertising and marketing content that resonates with target audiences. Once agency or in-house marketing teams have this needed information, they can craft ad copy, emails, blog posts and other content to draw prospects into their sales and marketing funnel, then A/B test the results and fine-tune their efforts.

As consumer behavior and sentiment shift, split tests can be run and materials modified to better speak to the needs and desires of prospective customers or clients. To better illustrate this dynamic, the members of Forbes Agency Council share some of the latest tweaks they’ve made to campaigns based on A/B testing and/or consumer insights. Check out their observations and results below.

4. Tweak Your Media Mix To Appeal To A Target Demographic

Use a mix of online and offline media to reach a senior demographic. Seniors range widely in their media consumption habits. And since the pandemic, seniors have become more tech-savvy, embracing connected TV and streaming audio over these channels’ traditional counterparts. Be sure to keep up with the ever-evolving behaviors of your target audience and mirror your media accordingly. – Donna Robinson, Collective Measures 

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