I've worked in the Internet industry for the last 10+ years. Hopefully I can share some of the favorite marketing tools and tips I've learned that might be useful to you!
Of first importance is this quote:
Almost any questions can be answered, cheaply, quickly and finally, by a test campaign. And that's the way to answer them – not by arguments around a table. Go to the court of last resort – the buyers of your product.
– Claude Hopkins, Scientific Advertising (1923)
Let's say you're trying to design an ad, and some people suggest a blue background, others suggest a green background, others suggest a multi-colored background. Instead of debating the merits of each color, go to the most important judge: the consumers. Do a test where 1/3 of the ads are green, 1/3 are blue, and 1/3 are multi-colored, and see which one brings the most profit for your company (often highest click through rate, though not always the case).
The opinion of the consumer is more important the opinion of the VP of design, or whoever, because the consumer is the one bringing revenue to the site.
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