Before coming to Godfrey, I spent four years of my business life working in fulfillment and distribution.  In that industry, time is money.  We constantly looked for ways to improve our processes in order to increase productivity and cut costs.  Sometimes the smallest changes resulted in huge improvements.

Marketing could learn a thing or two from the distribution industry.  Okay, we may not be shipping packages out the door, but we are shipping marketing messages. We need to continually look for ways to improve our message and the tactics we use to support it.

Thanks to the internet, we can easily receive metrics about the success of our marketing efforts.  If the metrics tell us an online ad isn’t performing well, we have a chance to rework it and improve the results.  Maybe the call to action wasn’t strong enough or the message of the ad wasn’t clear.  Possibly the image or animation used made viewers uninterested or confused.  Marketing metrics come in through out the life of an ad allowing us to see what worked and what didn’t, giving us an opportunity to rework the ad again and again.  So starts the feedback loop for continuous improvement. 

Adopting the philosophy of continuous improvement means you are always asking yourself, “How can I make this better?”  It also means that you learned from the experience and evolved accordingly.