Brands are pouring money into the black hole of digital marketing and expecting big things. Moreover, growing shares report that their companies are making digital marketing and customer engagement a high strategic priority. Nevertheless, there is more work to do: most executives estimate that, at best, their companies are one-quarter of the way toward realizing the end-state vision for their digital programs.
While this sounds great, I would ask, “what about other brand touchpoints?”. Having a great Facebook page means little if you’re not listening and responding to visitor posts in Internet time. Despite the host of technical challenges in implementing digital, respondents of a McKinsey survey say the success (or failure) of digital programs ultimately relies on organization and leadership rather than technical considerations. However,r I would add something else: the ability to think about what analytics and data mean for your brand and organization.
What exactly does it mean if you have 100,000 people who like your Facebook page, but your product is hard to find at retail? Does it matter that you’re getting many people to follow you on Instagram if your profit margins are eroding?
I’m sick of hearing about social media because there is too much focus and not enough emphasis on essential customer retention and good people-focused marketing. When brands let people down in person,n they lose a customer that is very expensive to get back. Focus more on the in-person brand experience and less on creating a great social media page, and you’ll succeed.