Jon’s August news & views: game changers in online marketing
3 game changers in online marketing – speed, analytics and personalisation
Customers are now harder to understand, attract and retain because of the vastly increased number of digital contact points that a brand has with their audience. This article neatly outlines three important trends that marketers need to be aware of.
- Speed: all the stats show that slow websites not only rank lower on search engines but also fail to retain a customer’s attention. Tags are great but too often cause drag. Tag management systems have emerged to tackle this. The message is simple: Keep up to date on new technologies.
- Analytics: an increased number of digital contact points extends online sales life cycles. Understanding where, when and why customers buy is vital - as is understanding why they choose not to. Getting behind the stats to take a customer centric view to reviewing analytics is advised. This will enable companies to capitalise on the rich data that is generated by digital transactions.
- Personalisation: once you've understood the customer you can then personalise, which goes beyond simple recommendations thanks to the latest tech. Not enough sites track your size, preferences, name etc. Up to date tech enables you to act in real time. For example, if you're indecisive or about to quit your shopping cart, your site could pop up a special offer, a guide to quality assurance or even chance to tailor a jacket for example.