challenges of doing business online
TRANSCRIPT
From content to customer experience, digital integration to marketing automation, there are many challenges facing the modern marketer and business when trading online.
The following presentation is a check-list of just some of the key areas which brands should consider when developing an online marketing and business strategy.
1. Understanding customer behaviour 2. Using data effectively 3. Digital business integration 4. Creating a multi-channel strategy 5. Optimising customer experience6. Increasing sales conversion7. Minimising the cost of acquisition8. Measuring ROI9. Systems integration10. Supplier selection & management
Key considerations Engagement occurs across multiple channels Lifestyle and technology influence touch-points Customers require multi-channel/screen
interaction WOM, recommendation and key influencers
drive behaviour and purchase decisions Customer experience drives brand loyalty and
repeat purchase
Key considerations How to collect, process and manage multiple
data sets (transactional, social, marketing) Using data to profile customer preferences Developing insights which inform the wider
strategy Segmenting customers into target groups /
individuals Using insights to optimise the customer
experience
Key considerations Defining the strategy and commercial
objectives Boardroom buy-in for digital / e-commerce Aligning on and off-line departments Creating a defined marketing framework Ensuring strong lines of reporting Demonstrating digital ROI and added value
Key considerations Taking an integrated approach to marketing Creating a 360 degree view of the customer
journey Providing multiple points of interaction
(mobile first) Creating impactful, engaging and share-able
content Developing personalised, timely, relevant and
channel specific comms
Key considerations Understanding the end-to-end customer journey Providing incentives to drive engagement Optimising and streamlining customer
interactions Aligning the business around the customer
experience Committing to high levels of customer service
Key considerations Creating multi-channel purchase options Providing incentives to complete purchase Understanding why purchases are abandoned Removing barriers to successful transactions Optimising the user experience Re-engaging lost customers
Key considerations Increasing brand loyalty and repeat purchase Testing, learning and adapting before launch Creating tailored and targeted comms Optimising budget allocation across channels Developing WOM and increasing referral
Key considerations Correlating clicks, likes and views to actual sales Mapping behaviours which drive conversions Using tools to measure channel performance Finding an attribution model that works Testing metrics to better understand ROI
Key considerations Understanding the technical requirements Choosing the right technology solution POS, CRM and back office integration Investment in hardware and IT infrastructure Optimising performance and minimising
downtime Assigning platform ownership and maintenance
Key considerations Integrated or specialist digital supplier? Integration of digital into marketing ecosystem Facilitating supplier / agency collaboration Providing clear direction and project
management Driving supplier performance and efficiencies Keeping the digital strategy on track
Copyright: Simon Guest, [email protected]
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