By Boyd Wason
There's a lot of talk in the UK right now about making sure your digital marekting platform is 'future proof'.
We see a lot of New Zealand companies agonising over tenders & capital funding submissions to future-proof their digital marketing investment, all the while the clock is ticking & opportunities for today are lost. And the opinion here is with the exponential rate of change, is ‘future-proofing’ even a viable goal in this day and age?
So our advice is forget about the future for just a moment and look at what you’ve got right now. Is your digital platform today-proof? The digital consumer waits for no-one.
Here’s our pick of 5 things your digital marketing platform should be delivering for your business today. If it's not, forget about the future - get these done, right now.
1. Insight: Relevant data about your digital customers
Check your current digital marketing platform reporting - is it giving you the right information to support business decisions? How are customers interacting with you? Where are they dropping off? Do you have accurate benchmarks to measure this against or are you reacting to surveys of one?
2. Visibility: SEO performance
If Google can’t find you, no-one can. There is no excuse for a poorly optimised web presence today – and Google’s new algorithms (see Hummingbird article) mean that it is an ongoing job. If you’re in a highly competitive product/service category (one would ask, who isn’t?) then your number one advertising (or cost of sales) investment must be Google Adwords, which goes hand-in-hand with a good content creation and disbursement programme (see below).
3. Mobile usability: Optimal cross-device user experiences
Not only has the world gone digital, its gone mobile. Customers are interacting with you on multiple devices, whether you’re optimised for them or not. Companies who have responsive interface designs and who’ve designed user experiences with the mobile customer in mind, will win in this landscape.
4. Social monitoring: Social media listening, presence and conversation
Social media is here to stay, but that doesn’t mean every company needs a Facebook page. Different social media channels are right for different purposes, but paying attention to social media is necessary for every business. Just because you’re not an active participant in social media, doesn’t mean people aren’t talking about you. In the business-to-business game? What are your customers up to on LinkedIn?
5. Active brand engagement: Rich content creation and disbursement
Back in the day, everyone touted on about ‘Content is King’. To be honest, I don’t think anyone really understood this at the time, and barreled on creating inane content that no-one every really read. BUT, the funny thing is, is that inane content is now so well indexed by Google, anyone who has been through a new site launch can see that ditching old content can be sacrificial in the eyes of Google. Today, developing, placing and connecting relevant, rich content across all digital channels – not just the ones you own - is key to reaching audiences and providing brand engagement. And Google is on to it as well – the more content you have across the web that is connected and relevant, the more your rankings will improve.