We can go on and on about the individual merits of social media, email, video, and mobile (in general) as effective digital marketing tactics.
The truth is, there’s no single marketing strategy—digital or otherwise—that covers all your bases. The central challenge for every marketer is identifying your specific audience, relevant to your specific industry and goals, juxtaposed against your customer’s individual needs based on their place along the customer journey. It’s not an easy task by any stretch of the imagination. That’s why your best bet for maximizing your reach is to have a little bit of everything, and test and optimize your way to finding the most effective channels.
So if each tactic represents a layer of goodness in your overall strategy, testing and optimization—the continual adaptation and improvement of your tactics as your needs or goals change—is the delicious frosting. Not only does it hold everything together, it makes each layer better and unifies what would otherwise be disparate elements into one cohesive conglomeration of awesome.
See what we mean?