Challenges of doing business online

Simon Guest

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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