Ultimately, it is the business, marketing, and brand development strategies which drive the growth of a business, so it is important to have a sound marketing strategy and branding in place before working on the digital tactics. Otherwise, it’s likely your hard work on the digital tactics will be wasted if they are directed at the wrong audience and your value proposition isn’t strong enough.
The key trend here is the way digital technologies and media offer the opportunities for digital disruption. Yet digital marketing is not always used as a disruptor. As I discuss in my Digital Marketing: Strategy, Implementation and Practice book, digital marketing is more often used for market penetration than new product or market development (these are the classic Ansoff growth strategies). For more info click Digital Marketing Company in Hyderabad
To give you a benchmark, this new CMO Survey research from Duke University Fuqua Business School, Deloitte and the American Marketing Association based on the views of Chief Marketing Officers (CMOs) in large US organizations is useful. It’s interesting since it translates the theory of Ansoff into practice, showing how businesses are mainly investing, but other strategies are significant.
Digital experiences Creating mobile responsive website designs for the dominant use of smartphones is now old news. We see future innovation in digital experience in the areas of speed and personalization and conversational user interfaces based on improved insight. I’ll illustrate this with a couple of examples.
Google has long proclaimed the importance of download speed and despite the widespread use of RWD, performance Google’s benchmarks shows that many businesses are falling short of the required speeds.
Using technologies like Accelerated Mobile Pages (AMPs) and Progressive Web Apps (PWAs) which we introduced in last years webinar on trends have seen many successful examples implemented this year.
Here’s a visual example from Mobify visually showing the impact of implementing PWA on experience at this UK-based retailer:
The positive impact of implementing these technologies is shown by this case study showing how retailer George at ASDA boosted site speed and advanced customer engagement with PWAs and AMPs leading to 31% increase in mobile conversion since upgrading to PWA, a 1.71X faster site speed and a 32% improvement in click-through rate from organic mobile traffic for top 500 AMP queries plus a 15% increase in page views per visit. Asda has 65% of its visitors on smartphone. For SEO Services visit spectralreview.com
An interesting example of the ongoing importance of creating interaction and personalization to improve your digital value proposition is Stitch Fix, a US fashion retailer that since its 2017 IPO has grown its active client accounts to 2.7 million, an increase of 614,000 and 30% year-over-year.
In its filing before going public, the company pointed to its team of over 75 data scientists, many of whom have Ph.D degrees. CEO Katrina Lake explains that improving experience is at the heart of her growth plans:
“The engines we’re focused on are improving and innovating on the client experience: how to be deeply personalized, how to use data science to get clients more of what they want. The second engine is new launches; we launched plus sizes, men’s and premium, and we’re excited to see those grow.”
The first step in this process happens as soon as the customer creates their Stitch Fix account. Customers who set up an account, either through their email or by connecting to Facebook, are led through an extensive questionnaire called the Style Quiz which is an example of a conversational UI.