OPENING: More and more brand interactions are happening online, but what does that mean? Too many marketers are still using vanity online metrics (impressions, traffic) to measure their online marketing. Today, that’s not an accurate picture of what’s happening online.
SUMMARY: The mistake that most marketing people make when developing a website is that they try too hard to sell at a time when consumers don’t want to be sold.
The truth is that today brands and marketing people dont’ spend enough time on their digital marketing to ensure a great ROI but the problem is deeper than that. Too many people have been sold on the fairy tale that you need a great digital marketing presence to really drive conversion. That’s just not true for a lot of product categories. So how much should you invest in digital marketing and what can you do to ensure your digital marketing adds substantial value to you and your customers ? Here are some of the steps…
Your company or branded website communicates who you are to your target audience. The question is now whether it works for you the question is “how many sales are you losing because of your website ?” Today the best websites are one which are clean and functional and communicate your key brand messages within a few seconds. It starts with black text on a white background but it also needs look professional and not like it was done by someone at home with a computer and Internet connection.
When surfing the Internet consumers are impatient and often have ADHD. A one-second delay in page load time could mean a decline of 7% in conversion, 11% fewer page views and a 16% decrease in customer satisfaction. 57% of consumers will abandon a website if the page does not load within 3 seconds and 80% of these people will not return. While there is a rush into digital marketing a lot of companies are forgetting basic processes to ensure a good consumer experience.
Great online brands combine ongoing testing, feedback and improvement cycles into their daily practices and invest in listening, learning and modifying the user experience to create positive returns in revenue and loyalty. This means user experience is not just a practice or a process—it is a philosophy.