The villain that lurks for every digital marketer is failure. It’s the risk we all manage in our everyday. It’s the topic we have adeptly figured out how to, at least in our communication, mitigate with confusing metrics.

So what is failure in digital marketing? I guess you could simplify it down to missing on your KPIs. But KPIs have biases, like timing, market movement, brand issues, product issues, customer service, and so on.

When assessing digital, I think of these failure points.

Failure is an Option in Digital