Experimentation is a marketing necessity as merchants must go through a bit of a process of trial and error in targeting the right consumers, honing in on the right messaging, and testing out similar campaign components to see what works best. Without experimenting and testing out different elements, a campaign is destined to generate mediocre results, at best.
In digital marketing, you often must fail in order to find out what works. For example, an image you want to increase traffic to your website. You should try paid search advertising and examine the costs and data. You may find out content production is actually a more efficient path to follow.