The Synergy of Strategy and Software

While you can have one without the other, online marketing strategy and software are most effective when they work together in harmony. Strategy is better with software. And software is much more effective with a great strategy and creative.

The symbiotic relationship between the two means that with the combination of both strategy and software, the effect of whole is greater than the sum of each. In other words, if you were to achieve a 5% lift with a post-click analytics/testing software alone, and a 20% lift with strategy and creative alone, when you combine your efforts and execute your creative and strategy in your post-click software, your lift will be far and above 25%.

Here’s why:

1. Software alone is not a replacement for strategy. Sure, you can test your deep links and behaviorally target as much as you’d like, but online marketing is just like any form of offline advertising. You need strategy. You need creative. You need to convince your respondents to do what you want them to do. Even the most optimized deep link or home page can’t replace great post-click marketing. A software will give you lift, but it won’t be significant.

2. Strategy and creative are essential — even more important than software. In conjunction with a great post-click software you can:

a.Test your creative and strategy efficiently and easily, and continuously improve your efforts.

b. Launch your creative without code and without IT (if you are using a platform like LiveBall). Without technical roadblocks, you can save time, money, and apply it to your post-click marketing.

So, introduce your software to your strategy. You’ll see a much bigger ROI from each.