Digital marketing is measurable and you can scale up from a small start. You can test to your hearts’ content.
Dip your toe. Try this. Optimise that. Tweak this.
Dip your foot. Optimise. Tweak. Try a bit more.
Dip your ankle…
“Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”
When your competitors tested it a while back and are today using it successfully what are you actually “testing”? Are you testing the platform, the product, the channel? Or are you testing your own ability to use them effectively?
Digital marketing doesn’t need more testers of the mainstream – especially not in saturated markets. Marketing needs a hero to do it bigger, better and have more impact.
So when they are swimming laps and you are still dipping your toe it is unlikely that you are going to win the race.