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Benchmarks are (Practically) Worthless

About a week ago, someone I follow on Twitter posted their opinion about benchmarks, and I couldn’t stop thinking about it. He said something to the effect of benchmarks are worthless. The only good benchmark to follow is if you’re improving. I agreed with him. From the time I first started doing digital marketing, benchmarks have been talked about- especially with email campaigns. But also around social media and digital marketing. Benchmarks have been around forever. They’re a measuring stick to compare yourself to. However, there are so many variables involved in marketing that benchmarks aren’t very helpful. In fact, they can be a place to hide for a lot of marketers. Here’s what I mean by that. Keep Reading...

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