on 15 October 20
1 Youâre directionless
I find that companies without a digital strategy (and many that do) donât have clear strategic goals for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. And if you donât have goals you likely donât put enough resources to reach the goals and you donât evaluate through analytics whether youâre achieving those goals.
2 You wonât know your online market share
Customer demand for online services may be underestimated if you havent researched this. Perhaps more importantly you wonât understand your online marketplace: the dynamics will be different to traditional channels with different types of customer profile and behaviour, competitors, propositions and options for marketing communications. See online marketplace methodology post.
3 Existing and start-up competitors will gain market share
If youâre not devoting enough resources to digital marketing or youâre using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch!
4. You donât have a powerful online value proposition
A clearly defined online customer value proposition will help you differentiate your online service encouraging existing and new customers to engage initially and stay loyal.
5. You donât know your online customers well enough
Itâs often said that digital is the most measureable medium ever. But Google Analytics and similar will only tell you volumes not sentiment. You need to use other forms of website user feedback tools to identify your weakpoints and then address them.
6. Youâre not integrated (disintegrated-)
Itâs all too common for digital to be completed in silos whether thatâs a specialist digital marketer, sitting in IT or a separate digital agency. Itâs easier that way to package digital marketing into a convenient chunk. But of course itâs less effective. Everyone agrees that digital media work best when integrated with traditional media and response channels.
7. Digital doesnât have enough people/budget given its importance
Insufficient resource will be devoted to both planning and executing e-marketing and there is likely to be a lack of specific specialist e-marketing skills which will make it difficult to respond to competitive threats effectively.
8. Youâre wasting money and time through duplication
Even if you do have sufficient resource it may be wasted. This is particularly the case in larger companies where you see different parts of the marketing organization purchasing different tools or using different agencies for performing similar online marketing tasks.
9. Youâre not agile enough to catchup or stay ahead
If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, theyâre all dynamic - trialing new approaches to gain or keep their online audiences.
10 Youâre not optimising
Every company with a website will have analytics, but many senior managers donât ensure that their teams make or have the time to review and act on them. Once a strategy enables you to get the basics right, then you can progress to continuous improvement of the key aspects like search marketing, site user experience, email and social media marketing. So thatâs our top 10 problems that can be avoided with a well thought through strategy. What have you found can go right or wrong?
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