It’s worth reminding ourselves that activation is key.
At the moment it’s a brave marketing director that seeks budget that doesn’t result in an action.
To that point, sales and ROI are the ultimate litmus test for Digital in 2009.
Now is the time digital must deliver on the promise of accountability.
Yet it seems the steps a customer takes, in the digital world, to a purchase or an action are often under-analysed at best, or ignored at worst.
You need to really question the various stages and how you can control this journey.
Analysis of how a consumer moves through your digital touchpoints provides real insight.
You own this path, you control it.
Rethink Activation – The Last Mile
Would you say you understand how a customer buys from you?
FMCG brands pay particular attention to the final part of the purchase decision, in the aisle.
They spend massive amounts understanding this process and really do the numbers.
They know this is the “first moment of truth”, and the money they spent driving the customer to the store can be wasted in the split second it takes to change their mind.
The web seems to be less concerned, yet they absolutely should be.
I see product launches with sites built and plans funded, then it’s on to the next project.
This isn’t just about selling product either, but is about making your digital real estate work hard for every dollar you pump into it.
The irony is that digital provides you with tools to quickly respond to behaviour
Use these tools and the data they provide.
A load of them are free.
If there’s one thing you should do today it is give someone the job of analysing your digital pathway.
