By: Kim McWatt
Failure can be a scary thing. It can put your personal reputation and your business at risk. But a world without failure would be a world without innovation. Elon Musk, co-founder, CEO and product architect at Tesla Motors as well as founder, CEO and CTO of SpaceX, alludes to this quite directly:
If things are not failing, you are not innovating enough.
Marketing today is all about responsiveness, capitalizing on ideas and opportunities as they arise. Because of this, striving for absolute perfection right out of the gate in your message, user experience or outreach channels can be unrealistic. Of course, “not being perfect” doesn’t mean your campaigns are riddled with spelling, grammar or branding issues – those are still table stakes. But what it does mean is that you have the opportunity to innovate, execute quickly and make tweaks as you go.
That’s why planned failure is an essential part of digital marketing. Without failure, how do you know if your campaigns are driving optimal results? Failing (constructively) lets you learn what works and what doesn’t – and this is especially important in today’s reality of 24/7, always-on, results-driven marketing efforts.
Consider up front where possible failures can happen and plan for ways to tweak and optimize on the fly. This can only happen with ongoing campaign data monitoring to pinpoint possible failure points so you can determine if you’ve:
Some things to consider as you plan for constructive failure:
Don’t be afraid to take chances and be innovative in your digital marketing because failure is definitely an option! Remember, be sure to:
Have fun, fail often, and learn lots!