THIS IS THE YEAR TO STEP UP YOUR GAME
Google called it "the year of transformation", Mashable declared it as "the year of responsive web design" and in 2013, mobile moved to the top of every marketer's mind - and it wasn't a focus on apps or mobile sites.
That's because online customers shifted their tolerance of a dichotomous online experience to demanding the same experience on every device. Web visitors no longer perceive a website that changes across mobile phones, tablets, or desktop computers as acceptable - and downloading a mobile app to engage with your brand - who has time for that? Instead, visitors expect a seamless, unchanging digital environment across all devices.
And to top it all off, they also want that experience to be tailored just for them with engaging and personalized content.
It's a challenge for sure, but with the right mix of creative thinking, marketing strategy and innovative technology - you can handle it - if you step up your game a bit.
Here's the areas we think you should focus your digital marketing in 2014:
- Responsive Landing Pages - It's not just enough to have a responsive website. Every interaction with your customer needs to be seamless across all devices - especially when you are trying to convert visitors into leads and sales. That means all of your campaign landing pages and microsites should be responsive, too.
- Centralized Resource Library - As you develop loads and loads of whitepapers, case studies, videos, webinars and other content for your audience, keeping it all organized in a way that allows you to quickly deliver it to the right visitor at the right time can be a challenge. To solve this problem, you need a single centralized library of resources that allows you to automatically serve up content based on what your visitor is doing on your site - at the exact time they are doing it.
- Systems Integration - Having an email newsletter, a loyalty program, an eCommerce store, a private portal login, a forum, a marketing automation tool, and a CRM are all great ways to engage and interact with your audience - but how in the world are you going to realistically manage all of those systems? Not to mention, how are you going to maintain that single online experience your visitors so desperately want? And marketing is hard enough already, let's not complicate it with dozens of systems, user logins, and disparate databases. Instead, seamless systems integration is the way to go.
If you would like to add these elements to your 2014 marketing strategy, but aren't sure how, then consider hiring a digital agency. We would be happy to help!