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If Facebook’s recent IPO tells us one thing, it is that social media is now big business and is here to stay. And yet we seem to be at a crossroad when it comes to the management of social media.
It’s hardly surprising that, with more and more channels out there, any business looking to capitalise on the social media opportunity faces an increasingly steep challenge.
Social media has opened up a huge opportunity: to engage directly with customers, to understand what motivates and interests them, and to increase the size of the audience for your content.
But it’s the very size of the opportunity that’s often the biggest problem. When marketing budget and resources are tight, where do you focus?
And how can you be sure the right message gets out to the right audience via the right channel and that the overall approach is joined-up and consistent?
Online and offline are merging. We engage with prospects and customers in different ways during the lifecycle of their relationship with a brand: in the search and prospect phase, at the point of purchase (or initial conversion) or during the after-sales and support cycle.
One way to easily get to grips with the different ways you can interact with audience is to break down the user journey.
For the initial stages, the get in touch and get engaged phases, you need to have a strategy in place to get visitors back to your site to re-engage with them, especially if the initial contact was in an offline situation.
There are many ways of doing this but a good strategy is to become pragmatic and ensure you can run a campaign that takes hours to implement, instead of days.
Online marketing has rapidly matured over the last few years and we now know more about how to engage directly with customers than ever before.
It can be a somewhat cumbersome task, as you need to know where to start and where to get the most benefit out of the time you invest.
A good starting point is to focus on the user journey to see how your customers and potential customers interact with you.
Break down your online strategy into these five areas to make it easy and reach the desired results.
The mobile web is here. If you are yet to put a strategy in place to develop your mobile presence in order to meet a growing consumer demand, now is the time to act.
I’ve identified the key areas to remember when organising your mobile strategy.
The adoption rate of smartphones and tablets has soared in the last 12 months. This trend has ushered in a whole new generation of users that are turning to the web on their mobiles to acquire information that helps them make decisions on the move.
So how is your company catering for them?
As the social media space matures, more and more businesses are looking to social networks as a way to better engage with and understand their customers.
Increasingly therefore, companies need to focus on how best to invest in the right staff and processes so they can build future-proofed, socially active businesses.
Top retailers are increasingly turning to the web to grow revenues and acquire more customers. But are these online retailers delivering the experience that consumers now expect, particularly given the increasingly social nature of the web?
Websites should always be designed to deliver an engaging user experience. To succeed, marketers need an understanding of how online communication works and they need to be clear about how a business can serve the needs of its customers on the web.
The websites that are succeeding online are the ones that concentrate on the delivery of quality user experience, functionality and added value elements such as personalisation to really engage with visitors.
Today’s savvy web visitors are increasingly looking for that ‘little something special’ and are flocking to websites that treat them in unique and targeted ways.
To keep your content fresh, engaging and relevant to ensure a visitor returns time and time again, investment in an effective personalisation strategy is key.
For many companies, the web has become a cornerstone, if not the heart, of their business. So what would happen if your site went down for a significant length of time? Or even for just a few minutes?
For a company with a static page it may not mean much, but for an online retailer trading in the run up to Christmas or a bookie on the day of the Grand National, the effects on the bottom line could be catastrophic.
Are you prepared for the unexpected?
Web personalisation is about delivering targeted content and adaptive web experiences based on what you know about each visitor. For ambitious web marketers looking for the next leap in returns, this is a massive opportunity.
Of course, it’s not without risks. Get it wrong, and you’ll confuse visitors, waste resources and depress conversions. But get it right and you’ll surprise and delight your web visitors while driving your website to new levels of effectiveness.