Over the past month, I've been putting some quickfire questions to Integrated Live speakers. One answer that keeps cropping is up that content is no longer king of marketing. Or, that it still sits on the throne, but other avenues are growing in importance. But one answer I hadn't yet seen until I spoke to Paul Rouke, founder and CEO of PRWD, is that experimentation is king of marketing.

What area of marketing do you specialise in?

User experience and conversion optimisation.

How long have you been with the company?

I started PRWD in 2004, so now over 12 years.

How long have you been in marketing?

Since 1999, with my first job in digital at Shop Direct as their first web designer.

Why do you do what you do?

It ensures users are being listened to and are given a more intuitive and enjoyable user experience.

Which marketing platform do you use the most?

We have recently started using Infusion Soft.

If you could only use one marketing platform for the rest of your life, what would it be?

It would be a cost-effective testing platform to ensure I can continually test different experiences with visitors whilst having the budget to invest in people and skills.

What is your favourite thing about marketing?

You can choose how much intelligence you want to apply to what you are doing, in turn influencing its bottom line impact for brands.

Is content still king? (If not, what is?)

No. Experimentation is. As my fellow Boltonion Peter Kay would say, "its the future!".

In a sentence, what's your presentation about?

The most important foundations businesses need to have in place to begin or accelerate their digital transformation journey

You can find Paul's presentation on digital transformation journeys in the Innovation & Insight Theatre at 11:30am at Integrated Live on 16 November, but you'll have to register for your free ticket first:

Eventbrite - Integrated Live

Originally posted on Digital Marketing Magazine