E-commerce Link: Take Action
Review your acquisition and retention tactics for opportunities to create "closed loops"—where you can listen, analyze and act on customer feedback.
Bridge It: How We
We are challenged to act on two simple facts: Marketing itself no longer has walls, and how we talk matters. Digital marketing creates new internal and external value. While most organizations are far from realizing all the benefits, marketers are in a position to lead and make things happen like never before.
When customers consume your content or share information in any way with anyone in your company, this is a transaction along your sales path. If it's not, act upon it and make it so. Today's remarkable marketing leaders are spreading strategic, interactive marketing know-how across the organization—from customer service to human resources and everything in between. Everyone is a marketer. What can you do, today, to become such a leader or foster this concept?
• Action item: Search engines now bring the entire organization together—by being a focal point for customers, investors, employees, etc. Consider how this affects your legal, finance, HR, communications and customer service teams every day.
Act by calling weekly cross-discipline meetings. Use simple tools like Google Alerts and RSS-powered Yahoo Pipes to monitor customer, employee, investor accolades, complaints, etc. Discuss threats and opportunities, rationalize, and prioritize next steps.
Too often we say we're working on converting browsers into buyers or driving traffic—fairly empty, quantitative terms. Chief executives expect digital marketers to speak authoritatively in business terms—customer acquisition costs, lifetime value and tangible outcomes. Rising to the challenge ensures we're reaping the rewards of being seen as money makers, not spenders.
• Action item: Move your team beyond "traffic," "visitors" and "blasts." Mandate this in a meeting next week by banning such words. Kick-start a discussion around language, and tie it directly to its effect on marketing's budget, compensation and departmental reputation among executive officers. Make a short list of better words.