We’ve gone through 20% of the 21st century. It’s safe to say digitalization isn’t a new concept anymore. Things are fully or at least mostly online, and they tend to escalate in the digital direction. That’s why it’s important to keep up. Opportunities or mistakes could have tremendous effects depending on it.

我們經歷了21世紀的20％。 可以肯定地說數字化不再是一個新概念。 事物完全或至少大部分是在線的，并且它們傾向于在數字方向上升級 。 這就是為什么保持跟進很重要的原因。 機會或錯誤可能會因此而產生巨大影響。

At the heart of any digital strategy, there’s performance optimization. Because the impact of your strategy, positive or negative, could come at a much larger scale and faster pace in the digital world, you need to always fine-tune its performance. This is especially important in digital marketing, where low performance means burning marketing budgets and get no customer.

性能是任何數字策略的核心。 由于您的策略的正面或負面影響可能會在數字世界中以更大的規模和更快的速度出現，因此您需要始終調整其性能。 這在數字營銷中尤其重要，在數字營銷中，低績效意味著要消耗大量營銷預算并且沒有客戶。

The sad truth about this is: everybody knows this, but not many know how to practice it. They would end up making expensive, consequential mistakes that lead nowhere. To help you fix them before ever making them, below are the three most critical mistakes in a digital marketing strategy that you need to identify — along with my recommendations for efficient ways to combat them.

可悲的事實是：每個人都知道這一點，但很少有人知道如何實踐。 他們最終將犯下昂貴的后果性錯誤，導致無濟于事。 為了幫助您在制造之前修復它們，以下是您需要確定的數字營銷策略中的三個最嚴重的錯誤-以及我提出的與之抗衡的有效建議。

1.依靠腸胃的感覺 (1. Relying on Gut Feelings)

The number one enemy of all things performance-related is the negligence of data. Decisions are still often made because somebody has been in the field for decades, or because it feels good, or worse, based on no reason at all.

與性能相關的所有事情的頭號敵人是數據的疏忽。 仍然經常做出決定是因為有人已經在該領域工作了數十年 ，或者是因為完全沒有理由而感到好壞 。

To exemplify, for a website’s cookie consent banner, when torn between a short, snappy headline and a detailed, sincere one (see example below), many would decide to use one and discard the other based on how it looks, sounds and feels personally. “It looks too long”, “it sounds boring”, or “it feels robot-like, not human”, for one or the other, are some typical arguments provided for justification.

例如，對于一個網站的Cookie同意標語 ，當它在簡短而活潑的標題和詳盡而真誠的標題之間(見下面的示例)被撕裂時，許多人會根據其外觀，聲音和個人感覺決定使用一個而放棄另一個。 “看起來太長”，“聽起來很無聊”或“感覺像機器人，而不是人類”，這是為辯解提供的一些典型論點。

Chances are, they don’t even know how many customers would agree, what opt-in rate can be expected from each variation, or why a shorter or longer headline even makes a difference.

可能的是，他們甚至不知道會有多少客戶同意，每個變化可以預期的選擇加入率 ，或者為什么更長或更短的標題甚至會有所作為。

This form of data-disregarding decision-making is particularly costly and dangerous in digital projects. It simply doesn’t rely on any factual indication that it will work effectively. It’s like driving blindfolded, where disasters will just wait to happen. So, don’t let it. Be data-driven.

這種無視數據的決策形式在數字項目中尤其昂貴且危險 。 它根本不依賴于任何有效的跡象表明它將有效地工作。 這就像蒙著眼睛開車一樣，那里的災難將等待發生。 所以，不要讓它。 受數據驅動。

數據可以來自多種來源，并且可以多種形式出現 (Data can come from multiple sources and in several forms)

For the sources, you can either rely on primary or secondary data:

對于源，您可以依賴主要或輔助數據：

• Primary data: The kind of data you or your team can collect directly from the customers, competitors, industries, and other stakeholders. It comes from first-hand research, via surveys, interviews, etc., that you have to manage yourself. Hence, it consumes more time and demands more research expertise. On the other hand, you have more control over the design and methodology.

  主要數據：您或您的團隊可以直接從客戶，競爭對手，行業和其他利益相關者那里收集的數據類型。 它來自第一手研究 ，需要通過調查，訪談等來管理自己。 因此，它消耗更多的時間并需要更多的研究專業知識。 另一方面，您可以更好地控制設計和方法。

• Secondary data: Any data from external, third-party sources like university research, company reports, and the Internet. It’s convenient and free, yet most reliable insights are usually hidden in the vast archives of open data sources. Thus, finding a relevant piece of secondary data could be a challenge, let alone an up-to-date one. This type of data is useful if you prioritize efficiency over quality, and understand which sources are unreliable to avoid.

  次要數據：來自外部第三方來源的任何數據，例如大學研究，公司報告和Internet。 它既方便又免費，但是大多數可靠的見解通常隱藏在大量開放數據源檔案中。 因此，找到相關的輔助數據可能是一個挑戰，更不用說最新的了。 如果您優先考慮效率而不是質量，并且了解哪些來源不可靠，則這種類型的數據很有用。

In terms of data forms, we have quantitative and qualitative data.

在數據形式方面，我們有定量和定性的數據。

• Quantitative: Numbers, percentage, date and time, and other similar insights that help you measure how much or how many for a topic. The most common example of quantitative data is KPIs (key performance indicators), where effectiveness is quantified into an amount (e.g. 1,000), proportion (15%), rate (+20%), and so on. It gives you simplicity in understanding how you’re doing but takes away the reasons behind it.

  定量 ：數字，百分比，日期和時間以及其他類似的見解，可幫助您衡量一個主題的數量。 定量數據最常見的例子是KPI(關鍵績效指標)，其有效性被量化為數量(例如1,000)，比例(15％)，比率(+ 20％)等。 它使您可以輕松地了解自己的工作方式，但可以消除其背后的原因。

• Qualitative: The said reasons, or complex relations between things and people behind the numbers. Quantitative data provides descriptions, and qualitative data gives you explanations for them. For instance, you see a 10% increase in online traffic after a marketing campaign, but it involves a mix of many assets and messages, so you don’t know what exactly drives the uplift. You can’t decide what to keep, improve, or remove as a result. This question can easily be answered if you ask customers how they feel about which aspect of the campaign, and how it influences their actions. No more blindfolds and assumptions — that’s the power of qualitative data.

  定性的 ：所說的原因，或數字背后事物與人之間的復雜關系。 定量數據提供描述，而定性數據為您提供解釋。 例如，您在進行營銷活動后看到在線流量增加了10％，但這涉及許多資產和消息，因此您不知道是什么真正推動了這種增長。 因此，您無法決定要保留，改進或刪除的內容。 如果您詢問客戶他們對廣告系列的哪個方面以及它對他們的行為有何影響，您可以輕松回答該問題。 不再有眼罩和假設-這就是定性數據的力量。

2.低估實驗 (2. Underestimating Experiments)

As a rule of thumb, there’s no optimization without experimentation. It applies the same way to digital performance. If you manage a mobile app, you need to experiment (via A/B tests, smoke tests, beta tests, dogfooding, etc.) different features as well as UX and UI elements to estimate which will work best. If you run a Facebook Ad campaign, you need to test and benchmark different images, texts, and videos against each other as well.

根據經驗，沒有實驗就沒有優化。 它對數字性能采用相同的方法。 如果您管理移動應用程序，則需要嘗試(通過A / B測試 ， 冒煙測試 ， Beta測試 ， 狗食 測試等)不同的功能以及UX和UI元素，以評估哪種功能最有效。 如果您運行Facebook廣告活動，則還需要相互測試和比較不同的圖像，文本和視頻。

What’s more, testing isn’t only about concrete elements like product features or marketing assets. It’s about learning through idea validation. If you have an idea or a hunch, you can elaborate it into a hypothesis and create an experiment to test that hypothesis. Depending on the result, you can accept or reject that hypothesis, which answers if you have a justified, data-backed reason to rely on your idea. If you don’t test, you’ll never learn.

而且，測試不僅針對諸如產品功能或營銷資產之類的具體要素。 這是關于通過思想驗證進行學習。 如果您有想法或直覺，可以將其闡述為假設，然后創建實驗以檢驗該假設。 根據結果??，您可以接受或拒絕該假設，如果您有正當的，有數據支持的理由來依賴您的想法，則該假設會得到回答。 如果不考試 ，就永遠不會學 。

What saddens me is the fact that many digital projects or product managers still haven’t adopted a testing mindset. Experimentation isn’t prioritized or even thought of often enough. Hence, you miss countless opportunities to put your ideas under pressure before the customers do. You miss the chance to gain valuable insights for continuous improvement from test results as well. If you’re still making this mistake, it’s time to stop.

讓我感到難過的是，許多數字項目或產品經理仍然沒有采用測試心態。 沒有優先考慮實驗，甚至沒有足夠頻繁地考慮。 因此，您會錯過無數機會，使您的想法先于客戶承受壓力。 您也會錯過從測試結果中獲得持續改進的寶貴見解的機會。 如果您仍然犯此錯誤，那么該停止了。

以科學的過程開始測試 (Start testing with a scientific process)

Experimentation is easier than it sounds. All you need to do is follow the strict science behind it so the insights are clear, correct, and legitimate. It ultimately prevents you from learning the wrong things.

實驗比聽起來容易。 您需要做的就是遵循其背后的嚴格科學知識 ，以便洞察力清晰，正確和合法。 它最終會阻止您學習錯誤的東西。

There are many publicly available methods and processes you can follow or adapt from to suit your strategy. A few great examples for these include Optimizely’s model for website conversion rate optimization (CRO) and Customlytics’ framework for app store CRO. There are also tools you can use to operate tests properly, many of which are offered by teams of experts who also provide step-by-step guidance as well. All that’s left to do is test one of them (yes, you can test on the meta-level as well) and adjust or scale overtime.

您可以遵循或適應許多適合您的策略的公開可用方法和過程。 其中一些很好的例子包括用于網站轉化率優化(CRO)的Optimizely 模型和用于應用商店CRO的Customlytics 框架 。 您還可以使用一些工具來正確運行測試，其中許多工具是由專家團隊提供的，他們也提供逐步指導。 剩下要做的就是測試其中之一(是的，您也可以在元級別上進行測試)，并調整或擴展加班時間。

超越測試：創意驗證 (Beyond testing: idea validation)

Idea validation helps you learn and predict success or failure before it happens based on the signals from a sample or test subject. Despite the crucial role of experiments in idea validation, they aren’t the only component that counts. There are several more groups of methods you can use to validate an idea, as seen in the following summary:

創意驗證可幫助您根據來自樣本或測試對象的信號，在成功或失敗之前學習和預測成功或失敗。 盡管實驗在想法驗證中發揮著至關重要的作用，但它們并不是唯一重要的組成部分。 您可以使用更多方法組來驗證一個想法，如以下摘要所示：

What’s next: pick the best method (or a mix of multiple), test it, and start your learning journey.

下一步：選擇最佳方法(或多種方法)，進行測試 ，然后開始學習之旅。

3.忽略迭代的重要性 (3. Overlooking the Importance of Iteration)

The nature of digital projects is that they must involve the creation of digital assets of some sort in order to operate. In display marketing, it could be an ad banner, infographic, or YouTube video. In Search Engine Optimization (SEO), it includes the keywords used in content writing and search ads bidding. In mobile app development, UI elements like icons and status bars are created. In any case, it’s vital to produce, develop, and manage your digital assets.

數字項目的本質是，它們必須涉及某種形式的數字資產的創建才能運行。 在展示廣告營銷中，它可以是廣告橫幅，信息圖或YouTube視頻。 在搜索引擎優化(SEO)中，它包括內容撰寫和搜索廣告出價中使用的關鍵字。 在移動應用程序開發中，將創建UI元素(例如圖標和狀態欄)。 無論如何，生產，開發和管理您的數字資產至關重要。

The most common and dangerous behavior that many still follow when it comes to digital assets is being too defensive about each of their versions. On the one hand, it’s understandable that all assets must be treated with respect. After all, they’re the resources that fuel your strategy and the materials that help it make an impact. On the other hand, failing to let go could risk making you closed-minded and inflexible.

在涉及數字資產時，許多人仍然會遵循的最常見和最危險的行為是對每個版本的防御性過強。 一方面，必須尊重所有資產，這是可以理解的。 畢竟，它們是為您的策略提供動力的資源，以及可以幫助您產生影響的材料。 另一方面，不放手會冒使您頭腦笨拙和僵化的風險。

Since nobody is perfect, whatever kind of strategy you come up with will most likely always have space for improvement. You need to keep iterating, and it won’t work unless you’re flexible enough, as you’ll grow resistant to change. This is a dreadful mistake that you need to avoid as early as possible — and remembering the following will help:

由于沒有人是完美的，因此無論您想出哪種策略，都很可能總有改進的空間。 您需要保持迭代，除非您有足夠的靈活性，否則它將無法正常工作，因為您將變得難以抗拒變化。 這是一個可怕的錯誤，您需要盡早避免-記住以下內容將有所幫助：

除非所有資產都是100％優化的，否則它們都是原型 (All assets are prototypes unless they are 100% optimized)

To make sure you’re always up for iterating, remember the true nature of all digital assets: they’re temporary. Like prototypes, as soon as an updated, fine-tuned, and superior version is available, they’ll be “killed.”

為確保您始終愿意進行迭代，請記住所有數字資產的真實性質：它們是臨時的。 與原型一樣，一旦有更新，經過微調和更高級的版本可用，它們就會被“ 殺死” 。

By being defensive and resistant to change, you won’t allow yourself to learn and your assets to “evolve.” By contrast, if you let go of them and iterate rapidly, you’ll give the chance to quickly become the best they can be.

通過具有防御能力和抵御變化的能力，您將無法學習，資產也無法“發展”。 相比之下，如果您放開它們并快速迭代，您將有機會Swift成為最好的它們。

單一資產的影響不如許多資產的混合 (Single assets are not as impactful as mixtures of many)

Having the best assets of all types isn’t enough. You also need to be sure they work well collectively. Take app store CRO campaigns, for instance, where you have a range of on-page text and visual assets (e.g. title, descriptions for text and icon, screenshots for visual) at your disposal. Even if you have the best ever version of everything, chances are they won’t fit well together straight away. Their synergy or relationship will likely show space for improvement.

擁有所有類型的最佳資產還不夠。 您還需要確保它們共同運作良好。 例如，以應用商店CRO活動為例，您可以隨意使用一系列頁面上的文字和視覺資產(例如標題，文字和圖標說明，視覺截圖)。 即使您擁有所有版本中最好的版本，它們也可能無法立即很好地融合在一起。 他們的協同作用或關系可能會顯示出改進的空間。

If you ignore them, and they tell contradicting stories that confuse the audience, it becomes a marketing nightmare. Entire campaigns could be ruined. In cases like this, having wonderful individual assets may still lead to uninspiring results. Make sure all digital assets you work with get along well like a team.

如果您忽略它們，并且它們講述的矛盾故事使觀眾感到困惑，那么它將成為營銷的噩夢。 整個競選活動可能會被摧毀。 在這種情況下，擁有出色的個人資產可能仍會導致令人鼓舞的結果。 確保與您合作的所有數字資產都像團隊一樣相處融洽。

Digitalization involves a high dose of uncertainty and unpredictability. In the online environment, you can’t walk up to a customer and talk to them, or dissect a software to see how each component works, or hear the claps coming from readers who enjoy your blog posts. It’s a grey zone full of traps, where you make mistakes that cost you a piece of business at a time.

數字化涉及大量不確定性和不可預測性。 在在線環境中，您無法走近客戶并與他們交談，也無法剖析軟件來查看每個組件的工作原理，也無法聽到喜歡您博客文章的讀者的鼓掌。 這是一個充滿陷阱的灰色地帶，您在這里犯錯，一次就要付出一筆生意。

Among those mistakes, there are three that I believe to have greater significance than the rest:

在這些錯誤中，我認為有三個比其他錯誤具有更大的意義：

• The reliance on gut feelings;
  對直覺的依賴；
• The underestimation of experimentation; and
  低估了實驗； 和
• The oversight of iterative adjustments.
  監督迭代調整。

And the solutions are simple: use data, test, and iterate.

解決方案很簡單：使用data ， test和iterate 。