For most digital businesses, particularly those in low-interest categories, digital marketing and driving performance remains very operational and it is here where you get results.
Silver bullets are few and far between: when I was the marketing director at Confused.com, we had to go up against Compare The Market’s Meerkats. I’ve wasted my fair share of time talking about the next big thing that came to nothing.
For those of us that don’t have a silver bullet, here are some hints and tips as to the strategies in which to invest your time and effort when it comes to digital marketing, to reap the most effective returns.
1. Long-term value
In competitive PPC markets, try and establish the long term value of that initial click. Did that initial purchase lead to many more once in the CRM programme and do you attribute value back to your bid strategy to allow more scope to drive further sales?
Most brands work off the initial sale and it limits volume when smart brands know that break even could be much higher when you attribute those future sales. The same goes for attributing fractional revenue for assisting channels.
2. High-value customers
Find high value customers and use their behaviour to find those with the potential to be future high value customers. When you’ve monitored their behaviour on site, alter the customer journey to reflect capturing more of them.
3. How is your site used?
Don’t just build responsive sites, but alter customer journeys to reflect the way your site is consumed on different devices.
There’s nothing like trying to find the emergency number for your bank on a smart phone only to find you’ve been pickpocketed in a foreign country and you’re on an expensive service plan. Customer attitudes and behaviour fluctuate depending on the platform upon which they consume your content, so make sure to take this into account when building their journey.
4. Over communicate.
I know text messaging seems retro, but at least when you have an urgent message it gets read.
5. Deliver great service
Deliver great service not only when it means a sale, but also when you’re clearing up those customer service challenges that arise from time to time. It’s easy to forget these customer journeys but results and feedback on review sites can be seen instantly and that hurts acquisition.
Tesco Direct left me fuming recently when they failed to collect some faulty goods on two separate occasions, despite them asking for me to stay in between 7am and 7pm (this is 2015, not 1997!). With the ease of making a complaint on Twitter and other social media platforms, it is imperative that your customer service is of a consistently high quality across the board.
Continue reading tips on page two…
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