Unfortunately, this is a well-known phrase that has killed many excellent possible marketing activities.
It often happens with advertising opportunities:
“We actually tried PPC, it did not work.”
It happens in many customer experience channels:
“We have tried a mobile app, it did not work.”
It happens with social media:
“We ran a blog, it did not work.”
And it happens a lot in A/B split testing:
“We have tried a security seal. It did not work.” (Believe it or not, it does matter where you will place the security seal – is it positioned in your site’s footer menu or right beside the credit card input field where the customer experiences the most anxiety? Or are you such a trusted brand that a security seal is completely unnecessary in the first place?)
What is even worse, most internet marketers fail to blame it on their strategies, and instead they blame the tools they use. We tried A/B testing, we did not receive any good results, therefore the testing software did not work!
The danger lies in full reliance on ROI
We put focus on return on investment because we believe this helps us to divert money away from all the “bad” marketing activities so there is more left for “good.”
If you are currently driven by just data, without even investigating why the numbers are as less-than-awesome, you will risk killing or starving your entire strategies, channels, campaigns, tactics that could be resuscitated with some simple optimisation efforts.
Are you guilty on pulling the trigger too soon?.