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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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Transcript

  • 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/