E-commerce Link: Take Action
If yes, ask, "Is it part of a larger system/process that prompts customers and pushes them toward purchase?" If so, you're ahead of the game! If not, identify ways to organize the campaign—prompt customers to take purposeful actions using other campaigns.
Use It: Interactively
Advertising is inherently mass and one-dimensional; it's quantitative. We "talk at" customers. However, the Web is inherently interactive—we "talk with." This opens the door for customers to fully experience what digital marketing has to offer, and that's a qualitative game.
The CMO Council reports 83 percent of marketers don't use e-mail feedback to identify customer advocates—opportunities that can be exploited. Most fail to use digital's inherent interactivity—qualitatively and strategically. It's no wonder that most Web marketers focus on quantity over quality, but this no longer serves us.
Most marketers recognize the Web's ability to create immediate results. We blast e-mails, post blogs, place Google ads. But overfocusing on quantitative aspects leads to short-sighted performance analysis—we end up focusing on open rates, conversion and clickthroughs—overlooking qualitative indicators.
Even when given social media tools, we cling to old habits. In our rush to use them, we broadcast tweets on Twitter and seek as many friends and followers as possible. The result: mediocrity.
Successful digital marketers are capturing, retaining and upselling more customers by becoming discoverers and interpreters of customers' hidden motivators. They're listening to, analyzing and interacting with customers—not sending to, blasting or tweeting at them.
They're acquiring customers using a credible approach to social media. They're listening—then publishing relevant, authoritative, compelling, easily shared content. And they realize the process only works if organized behavior generation is a central tenant. It's less about immediately increasing conversion and more about nurturing leads down the sales funnel.
• Action item: Identify when you're "talking at" customers, and stop. Literally retool to "talk with," or don't talk at all. Focus on making each digital tactic listen, analyze and respond. If a tactic doesn't do all three, stop and make it! If all your tactics do, then which one isn't working, and how can you adjust processes so it does?