Despite all its beauty, let’s just admit it: digital is overwhelming. There’s more of everything. More data. More access. More channels. And more potential for real-time interaction.
If you’re like most organizations I work with, your digital presence has swelled into a frenzied network of disparate websites, apps, technology, and social media channels, with more launching every month. The costs, resources and operational complexity of managing all your digital properties can be overwhelming. And what’s more, this kind of fragmented technology/web presence creates confusion and difficulty for your users, constrains adoption of self-service channels, and limits your ability to realize the benefits of true digital marketing transformation.
So how can you ensure a consistent presence across all your digital properties to present the best customer experience and realize the benefits of the digital economy?
Here’s a hint: stop reacting and start planning. Take the time to assess your strengths and weaknesses around these three key dimensions of digital success: user experience, content, and technology.
1. Evaluate User Experience/Customer Insight
A great UX strategy is what drives customer acquisition, loyalty, and self-service adoption. First, define the needs of your audiences around meaningful segments or personas. This typically involves some level of both primary (interviews, surveys, etc.) and secondary (analytics, market research, etc.) research. Then, map user scenarios or journeys describing the ways that different types of users could interact with your website. For example, it’s really important to consider how different personas access your site so you can provide the right functionality on various devices.
2. Build Digital Content Strategy
Engaging content is the lifeblood of your marketing and communications programs. But keeping your websites up to date with relevant content can often be the Achilles heel of an otherwise well-oiled marketing machine. Assess your content engine against the following questions:
- Are you able to publish content in a timely and efficient manner across multiple channels?
- Does that content resonate with your audiences and support your business goals? What analytics and performance metrics are in place to determine success?
- Are you delivering content in a contextually relevant way, tailored for use on the right device and targeted to the appropriate users?
- Have you automated your content management system for explicit personalization?
- Have you explored predictive content serving?
3. Integrate Technology Wisely
Technology can often be the tail that wags the dog as it pertains to implementing digital initiatives. But while it is a mistake to start with technology, it needs to be considered at every step. A Content Management System (CMS) is generally the hub for digital marketing and communication, but effective solutions can be implemented with a variety of platforms, ranging from lightweight open-source frameworks to integrated digital marketing suites. It’s critical to plan for integration of your CMS and digital marketing tools with your CRM and transactional business systems to enable e-commerce, self-service and effective data management.
You may need to work on one area more than others. Most importantly, adapting your organization’s business processes and operations to align with the changes driven by your digital strategy will be the determining factor in your success.