1. You’re driving blind without a map
The number one thing we find is that companies without a digital strategy (and many that do) don’t have clear strategic goals for what they want to achieve online in terms of gaining new customers or building deeper relationships with existing ones. If you don’t have goals you likely don’t put enough resources to reach the goals and you don’t evaluate through analytics whether you’re achieving those goals.
2. You won’t know your online market share
Customer demand for online services may be underestimated if you have not researched this. Perhaps more importantly you won’t 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.
3. Existing and start-up competitors will gain market share
If you’re not devoting enough resources to digital marketing or you’re using an ad-hoc approach with no clearly defined strategies, then your competitors will eat your digital lunch! New entrants in existing verticals is a daily occurrence. Making a better mouse trap.
4. You don’t 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 might not know your online customers well enough
It’s 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. You’re not integrated
It’s all too common for digital to be completed in silos whether that is a specialist digital marketer, sitting in IT or a separate digital agency. It is easier that way to package digital marketing into a convenient chunk. But of course it is less effective. Everyone agrees that digital media works best when integrated with traditional media and response channels.
7. Digital doesn’t have enough people/budget given its importance
Insufficient resources 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. You’re 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. You’re not agile enough to catchup or stay ahead
If you look at the top online brands like Amazon, Dell, Google, Tesco, Zappos, they’re all dynamic trialing new approaches to gain or keep their online audiences. Google calls this perpetual beta.
10. You’re not optimizing
Most companies with a website will have analytics, but many senior managers don’t 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.
If you’re interested in learning more about our digital strategy services, call 614-285-7565.
Contact Sigma Creative today!