Tech mammoths, for example, Uber have extended their offering with the dispatch of UberEats, and some broadly online-just brands have influenced a U-to turn and set up physical stores, take Amazon opening bookshops for instance.
The business changes these brands have experienced in this present year should influence advertisers to address what is appropriate for their own organisation’s technique. Would it be a good idea for them to try different things with new advancements?
Are there new markets that they ought to consider? Numerous may even be addressing whether the world is moving in an online-just course.
However, as marketers look ahead to 2017 and begin planning for the New Year, there a few essential tips that they should keep in mind to ensure that they are making the right investments in digital, and set the right customer experience strategies for a prosperous future.
Mobile sites must be king
36% of businesses don’t have a mobile site. With over four out of five adults now owning a smartphone, this can’t be the case moving into 2017.
Ensuring that it is a successful mobile website is the next challenge, but one that is easily overcome. For those who do have a mobile site, this is also the time to check that it has all of the features that the end-user requires.
First and foremost, the mobile site is an extension of your website and is a powerful online channel – it’s an indicator of the level of service that your customers can expect.
It must be user-friendly and must encompass all of the features that the user would find on a desktop. To achieve this, it needs to be uncluttered – use scrollable menus, icons and toolbars that are visually striking and easy to understand.
Make it intuitive with a logical layout and concise language. The visuals should also be crisp, but equally, must be able to load quickly for smartphone users on the go.
Don’t jump on tech bandwagons
As mentioned, recent advancements in technology have made marketers question whether this is a technology that they should be investing in. However, it’s important not to jump on the bandwagon and invest in technology for technology’s sake.
While 36% of marketers feel that their business needs to invest more money in innovation, it’s essential to establish that they will be spending it for the right reasons, rather than just for the sake of it.
Having found that 53% of marketers find it challenging to use marketing automation software beyond the initial investment, businesses risk wasting money on new technology if their staff don’t have the skills or training to use it effectively.
Every new system or tool is a high cost to pay out, so marketers need to know that they will be able to enhance customer experience with it. Collaborating with the IT team will be vital to ensure tech investments are made wisely. Also, it has to be a technology that your customers want.
By following these principles though, planning to achieve this should become a less daunting task.
Think customer first
This leads on to the following imperative pointer. Advertisers must think client, and substance, first. Each venture must be produced using an end-client point of view – what content do your clients need, and how would they need it to be served?
The best organisations are those that take a gander at how they can empower their clients to interface with the organisation better. Each venture and headway made by a company ought to advance the client’s understanding of cooperating with them, and the substance they are served ought to be significant to their relationship to the brand at that given minute.
This is critical to building a positive client relationship and permits the exchange between the two gatherings to end up substantially more agreeable.
This is a crucial time for marketers, but putting strategies in place now can lead to success in the short and long term. With industry advancements being made all the time, following the latest industry trend should not distract businesses.
They need to invest in long-term customer experience strategies that will enhance their customer relationships.
By following these principles though, planning to achieve this should become a less daunting task, and marketers can ensure that every decision they make will be to the benefit of the customer, and ultimately, the business’ balance sheet.