Marketing tools are like tradesman’s tools.
They’re all useful, but it depends on what you want to achieve, and what your situation is.
For instance, I received an email from a client yesterday asking about A/B split testing… should he do it?
I said A/B split testing is great, but your site has low traffic and the cost to test and length of time to get a result
would make it a low priority project at this stage.
If he was an e-commerce site with tons of traffic, it would be a very different story.
The bottom line: use the right tool for the right problem. A hammer does a poor job of chopping down a tree.
Truth is, the real mastery in marketing is not reaching for the next tool.
It’s working out WHICH tool to reach for based on where you are on the chess board.
And with all the options available today, it can get confusing.