Working with clients across industries allows me to come up with and test new ideas. What will make people interested in what we're offering? This industry demographic doesn't normally engage with social media much, how can I get them to engage with my client on Facebook? It's questions like those that I like to think about and come up with solutions for that I can test.
Ok, great. We can get people to come to the site, but what are they DOING once they get there? Why aren't they purchasing the product you're selling or signing up for your upcoming webinar? Easy. Just look at the numbers. Digital marketing (and websites in general) are unique in that everything can be measured. I love coming up with ideas to try and see what makes a demographic engage with a client's brand and being able to see why they're dropping off in the conversion funnel, what the most profitable sales channels are, and even what mobile device and browser visitors are using for future design tests.
Digital marketing and the way people use the internet has changed so much in the few decades it's been around. The same strategies that helped a website rank high in Google just 5 years ago would get them 'sandboxed', or removed from search results now. It's a learning game that no one in the industry ever finishes but that's fine by me. Doing the same thing day-in and day-out would bore me to death. It's rapid testing, analyzing the results, and preparing an entirely new angle for the next one.