I’ve often heard people complain that they can’t afford to test their marketing, that it costs too much.

That’s the first problem – treating it as a cost rather than in investment. When you test you are buying knowledge that will let you improve your return on your marketing investment.

Marketing costs (time and money), it’s our job to make sure we make the most out of it so invest in your testing.


Last week I was at the Arts Marketing Association Digiday where Carol Jones made the comment that “… it’s not about the tech, done properly you don’t even notice it”.

Immediately my thoughts jumped back to our first brochure (about 1990!) which started with a quote that “… the true test of successful implementation of IT … will be when we do not notice it is there”.

Believed it then, believe it now.