With so many areas to concentrate on with regards to digital transformation it can be daunting to know what to concentrate on first. So, we have developed the Adroit digital evolution. Our framework enables you to establish where you are along the process and what you need to get in place to move onto the next digital evolution stage.
The digital evolution begins with a website; a basic web presence that gives you somewhere to drive traffic to. Once this is in place, to move onto the 2nd evolution stage, you need to ensure that the website is mobile optimised, has good quality content that is up to date, is setup with tracking for Google Analytics and that you are sending out email/ SMS campaigns to your user base to drive them to your content with a view to converting them to a sale/ subscription.
The 3rd stage is all about cleaning your contact data and testing to ensure you are producing the most engaging content for your users. This is a cyclical process where-by you are continually removing bounces, unsubscribes and unresponsive contacts from your user base or trying different channels to see which works best for each individual contact. Processing your email data through our email address validation routines, before its initial use, will jump start this process by flagging uncontactable email addresses. This will also help with your email delivery reputation, giving your emails the best possible opportunity of reaching the intended recipients email inbox.
The final 3 stages, of the evolution process, look at the segmentation of your audiences and finding ways to target them as individuals. Making it possible to write your communications as though they are from one person to another, rather than a blanket message. Adroit achieve this by analysing your data, and their behaviour, interests, actions and any patterns that can be established to form niche pots of data.
Adroit Data & Insight partner with key data suppliers to enable us to append key variables that can give us further insight into your customer’s demographics to compliment the contacts overall profile. The possibilities of hyper personalisation/ targeting are only ever limited by the data available and so by adding more knowledge to your armoury your power of persuasion is also increased – A true reflection that knowledge does equal power!
Some examples of potential variables include:
- Household income
- Newspaper read
- Interests/ hobbies
- Age/ Date of Birth
- House age/ type/ value
- No. bedrooms
- Mobile phone owned
- Games console owned
Analysing results by segment will give you far better insight as you will be able to track the performance and impact at more intricate levels, enabling fine tuning for future campaign planning to improve results and help inform future campaign strategy.
Campaign planning and strategy should also include social marketing including paid online advertising such as Google Adwords and sponsored social posts. Making use of the targeting features within each social platform to find look-a-likes to your existing customer base. Having analysed what was worked for each of your segments will give you the insight you need to set these social audiences and make best use of your paid social marketing budget. From this, further data will become available such as the engagement of each advert and the ROI returned. These ads should also be tagged up where necessary to enable Google Analytics tracking of campaigns and the associated media source; email, sms, ppc etc.
These social campaigns will provide you with a steady stream of prospects to feed into your marketing stream so you will need to have relevant nurture processes in place to give them a good positive introduction to your brand. This is where marketing automation makes its first introduction. Generally, a series of emails introducing your brand and services/ products in a soft sell approach, then as these prospects warm up and you notice them viewing specific types of content you can then look to guide them down personal paths of activity gradually warming them up until they are red hot and ready to sell to. Lead nurturing will become more and more important as the EU General Data Protection Regulation (GDPR) kicks in in May 2018 and will prevent the purchasing of cold data as we know it now.
When you are at this stage then you need to be considering what else you should be monitoring. That could be higher level insight from key performance indicators such as your customer acquisition and retention rates and the lifetime value of your customers. How can you keep them coming back for more? Do you need a loyalty scheme? Some of this can be found out by listening to your customers and potential customers and that doesn’t just mean when they are talking to you directly, it can be very powerful to know what consumers think of your brand by using social listening tools to establish your online reputation. Alternatively, commissioning online research via
recruited panels or emailed surveys to your existing customers can help to fill the knowledge gaps to determine the why’s and how’s of your customer base and predict the behaviour of prospects.
If you are operating a Business to Business (B2B) services company then it may be of benefit to know the businesses that are viewing your website content, this is where website I.P. tracking may be helpful as you will be able to see who has been on your website and exactly what pages they were interested in, this could be completely new customers or existing customers looking at new services.
The evolution stages and competences are laid out below. Where do you sit?