digital technology

 

 

In a constantly evolving business environment, and with ever changing customer behaviors, a team’s intentions must be bold to strategically innovate. The objective is to scale with purpose, capitalize on opportunities, use data effectively, and instigate both engagement and action.

Let us look at the ‘how’.

Research and Data Exploration

First, identify where your target audience spends time and earnestly research the ways they express interest and enthusiasm.  Examine their buying habits and analyze purchasing preferences.

Through a deep dive into customer buying behaviors, along with their information-seeking activities, you’ll capture valuable insights, keywords, and decision-making factors.

Following the research, prioritize your projects, resources, and budget based on the channels that have the attention of your customers.

Core Digital Channels

  • Search Engines
  • Website / Landing Pages
  • Mobile App
  • Digital Ads
  • Blog
  • Email
  • Video
  • Social Media
  • Mobile, Wearable, and IoT Devices
  • Influencers
  • Online and Retail Stores
  • Marketplaces
  • OTT/CTV
  • Resources (eBook, Case Study, Guide)
  • Text, Chat, Voice
  • VR Spaces
  • AI Experiences

With so many potential touch points, your strategy must be data-driven and data-informed. Through the lens of business intelligence, build campaigns that align with buying trends and customer sentiments.

It is also essential to be knowledgeable of challenges across the digital landscape.  Structure your strategies and testing program with an accurate view of these obstacles and hindrances.

Continue reading “Core Requisites for Digital Commerce Success”

digital network

 

Digital advertising is a dominant strategy to grow online sales, which is evident by over $65B annual ad spend on just Facebook and Google in the U.S.

The advertising landscape can be perplexing in its scope, channels, models, and tactics.

Along with value-based offers, compelling copy, resonating visuals, and relevancy for the audience, the most critical factors for creating ROI-driven campaigns include the following:

(1) Crafting strategies based upon extensive competitive analysis, keyword research, and use of business intelligence (BI).

(2) Machine learning for understanding trends and forecasting.

(3) Sufficient budget to gain key insights on consumer interactions with your ads.

(4) An iterative approach to each campaign to test ad effectiveness and to measure performance.

Programmatic advertising should be a primary component of your overall marketing automation strategy.  There are significant tools that support these efforts – some of the most popular are Salesforce, Marketo, Adobe’s Customer Experience platform, along with a host of other solutions on the market today.

Why a DMP?

A DMP (data management platform) aggregates data to develop customer profiles which are then utilized for targeted advertising.

Insights garnered from audience data are drivers for enhanced engagement and more personalized and relevant cross-channel experiences.

Continue reading “Digital Advertising Performance Insights”

Christmas balls and shells on sand with summer sea background

“Before anything else, preparation is the key to success”  – Alexander Graham Bell

For many retailers, the holiday season dominates their sales generation. And as all commerce indicators have shown, online buying will continue to soar – most especially through mobile devices.

To effectively capture new and returning visitors, and expand your market reach, strategic planning and execution must start now.

From organic ranking for unique search terms to multi-channel buying journeys and social story telling, there is a long Santa list of tactical efforts to be ready for 4Q. Here are a few considerations to get your team on the Online Sales Sleigh!

(1) Set your seasonal budget and tactical plan to increase ad spend, promoting the brand’s value and quality, both of which people pay attention to when buying gifts.

(2) Perform comprehensive technology and interface diagnostics of your ecommerce platform and mobile app – identify any weaknesses with core web vitals, site performance, usability, and visual experience.

(3) Further optimize web pages with critical technical SEO – schema markup, unique titles, meta data, tags, core metrics, use of interstitials, crawl errors, internal and external links, etc.

(4) Consider distinctive packaging with a holiday-themed message card inside every shipment.

Continue reading “For Ecommerce, Turkey & Tinsel Start in August”