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Companies love to trumpet their latest digital successes. What they don’t often do is distinguish activity from achievement. Here are a few strategies that will keep you ahead of your competition in the digital marketing game.
Think holistically: Everyone’s talking about mobile. US companies are estimated to spend more than $7 billion this year on mobile ads. But don’t treat mobile as a standalone. Mobile needs a cross-channel, cohesive strategy that is consumer focused – not device centric. Savvy retailers, for example, have begun enhancing the in-store experience with digital technology. Makeup emporium Sephora, for example, lets users explore and get pricing on its Scentsa line of perfumes via touchscreens available in store. Or an online automotive manufacturer might connect customers at the brick and mortar location with a member of staff aware of their previous online interactions with the brand. For small businesses, a call center may not be an option, but you can still think multi-channel. For example, why not foster customer interaction by letting them text a dedicated number to share their concerns and questions with you? Leapfrog research shows that digital shoppers, especially mobile ones, have far greater expectations of call center reps after being online; they want a quick response with minimal hold time and don’t want to go back to square one. The best companies anticipate what customers may need before they even ask.
Ask the right questions: The phrase Big Data gets bandied around, but smart companies know how to not only capture and analyze relevant information, but to respond quickly to what it tells them. For large companies like the ones we work with, data may show prospects searching on mobile are more serious – or more decisive – buyers than, say, PC users. In a number of our categories, 55% of sales that start with mobile search take place within an hour of that search taking place. What does this tell us? Mobile shoppers are primed and ready to purchase, which means that creating shortcuts for mobile purchase is critical to optimal success. On a smaller scale, if customers are reaching out to you via social media channels, think about how to create a way to take advantage of this opportunity, for example, by offering coupons through this medium.
Avoid one-size fits all: Sophisticated brands get that not all customers are created equal. Today, with the right data from online and offline sources, companies can strategically target consumers one shopper at a time, no matter what their size. Let’s say a consumer packaged goods manufacturer sees two potential customers looking at its products online, at the same time and on the same device. One is on the fence, while the other is a sure thing. The e-tailer offers the first customer a more aggressive online promotion than the latter. That’s making smart use of the company’s marketing dollars. While sophisticated targeting may not be an option with smaller marketing budgets, every business should understand who their customers are—and aren’t. Knowing your company's unique demographics enable you to conduct smart outreach on any scale.
So we’ve shared our secrets! Only companies who are fully dedicated to executing these strategies will be successful in the long term. Will you be one of them?
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David Husain, CEO and Co-Founder, Leapfrog Online
