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I think that if we had six channels, ten, twelve years ago, and now we have some 30
channels to work with, you have to build your controls, you have to understand what works,
and then you need to test against it. So you need to set aside probably a larger percentage
of your budget for tests than you have before. Because it’s that testing that’s going
to allow you to innovate. I think if you don't do that, you're going to have a hard time
making use of the channels that are available and you may find yourself falling behind or
worse, having damaged your brand.