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Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
Challenges of doing business online
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Challenges of doing business online

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From content strategy to customer experience, digital integration to marketing automation, there are many challenges facing the modern marketer and business when trading online. …

From content strategy 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 key areas which brands should consider when developing an online marketing and business strategy.

Published in: Marketing, Business
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  • 1. Simon Guest
  • 2. 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.
  • 3. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Understanding customer behaviour Using data effectively Digital business integration Creating a multi-channel strategy Optimising customer experience Increasing sales conversion Minimising the cost of acquisition Measuring ROI Systems integration Supplier selection & management
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Copyright: Simon Guest, 06-02-14 sgguest@yahoo.com uk.linkedin.com/in/siguest/

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