Elon Musk is often quoted saying, “It is important to view knowledge as sort of a semantic tree — make sure you understand the fundamental principles, i.e., the trunk and big branches before you get into the leaves/details or there is nothing for them to hang on to.”
Once, I met an aspiring entrepreneur at a business conference who wanted to align his business with the rapid pace of digital evolution. He talked about his great social media campaigns, eye-catching graphics and empathetic storytelling. Toward the end of the conversation, he spoke about how he had attracted so many eyeballs, but it had minimal impact on his growth. He somehow felt that digital was good for attraction but that conversations can only happen offline.
The following day, I went onto his website and acted as a customer. The loading speed of the site was significantly slow. I filled in the form, but he never contacted me apart from a call. His brand was never visible to me apart from call follow-ups and more. So, what do you call it? Is it a strategic flaw or an infrastructural flaw?
One can love the creative, but having a great end-to-end experience is super important. A well-planned customer journey improves the chances of a higher ROI. With digitization, this can be implemented by a simple step-by-step approach — demonstrated in this diagram — which can combat structural, technological and implementation challenges.
You can’t build on a weak foundation.
A number of us often feel that building a robust infrastructure will happen once we have tried and tested our campaigns. This often results in too much back and forth and opportunity loss. Building a strong infrastructure that is scalable, resilient and cloud-centric needs to start on Day 0. Apart from focusing on infrastructure capability, focusing on usability is also important. Ensure that your scope of success is possible only when the product is used extensively. Today’s motto is “on the go and anywhere.” Build on it.
Growing knowledge is an experiment.
To build intelligence from the digital data, you need to understand the enhancers and indulge in experimenting. What you saw in the above example is a lack of focus on strong communication with the visitor. In this era of customer-driven change, the focus must be on delivering an unmatched customer experience by including hyper-personalization at every touchpoint possible.
Treating customer data as a valuable asset is important, and investing in smart integrated tools can help keep the sales pipeline amplified. Time to build long-term relationships and minimize third-party invasion is a must, as a unique experience is key. Don’t forget to use the smartest marketing automation to ensure you have a full-stack marketing team that is highly efficient. The time to focus on creativity is now.
Consistency builds confidence.
Imagine a war scenario in which you have a strong military campaign with enormous strength. You have also planned out the strategies to defeat the enemy, but, unfortunately, you are at the wrong war ground. Your enemies are at some other place waiting for you. Now apply this to your infrastructure and enhancer. You have the right setup; now you need the right place to implement it, and media is the answer.
While driving digital success, sometimes we work endlessly to create value for the wrong target group. Knowing the right media where you need to amplify your presence is critical. This is where we often focus too much or too little of our attention.
If you don’t measure it, you can’t improve it.
Whether it is brand recall or conversions, knowing what to track and how to measure the performance is imperative. It is important that you stay away from vanity metrics and focus on business metrics. If not measured and tracked, an action toward goal attainment cannot lead to the objective you have decided to achieve. However, discovering the most important KPIs for your business is also of the utmost importance. Often, we get carried away with the buzz happening around us, so deploy a dashboard to keep track of KPIs.
Converge and evolve.
Today, success resonates when you work at the confluence of marketing, technology and analytics. Getting maximum exposure is possible when you resonate with your brand image through every digital touchpoint. Experimenting is good, making mistakes is better, but moving on quickly from the mistakes is best.
Evolving is the only way to generate significant ROI from each campaign. Agility among your team members and the operations can make your future model resilient.