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Leap day is here. This special correction day occurs once every four years in order to sync our calendars to the seasons.

The creation of this leap year idea came after much trial and error.

Use of the lunar calendar, by the Chinese, Romans and earlier Egyptians (prior to 3100 BC) was a good attempt. Because the average month lasted 29.5 days and the calendar was 354 days, the sun and seasons fell out of sync.

The Egyptians created a calendar that allowed for 1 extra day every four years beginning in third century, B.C. Julius Caesar adopted this early Gregorian calendar in 46 B.C. but that, too was still not precise enough. Adding one day every four years produces a few too many which caused important Christian holidays to drift by ten days. Pope Gregory got involved and sought to correct this for good.

Now leap years divisible by 100, like the year 1900, are skipped unless they’re also divisible by 400, like the year 2000, in which case they’re observed. This addition keeps the calendar on time.

More about this history here.

How does this relate to digital marketing?

Well, there are many digital marketing tools, some of which you may have tried, others you?ve heard about and some you?re hoping to dive into.

Secondly, you?ve sourced ideas from experts in their fields and you?re not sure what the results will be. These experts may have an idea you can try, but will this apply to your target market?

The act of trying, learning, iterating and implementing is a key strategy in marketing. Sometimes, we do know exactly what will work for our business. And sometimes, we are surprised, and the thing we think is for sure, unexpectedly takes us in another direction. That?s when we take notes, learn and do better next time to achieve the results we want.