We are now in the age of the internet. If a potential customer wants to learn about your company, the first place that they are going to look is your homepage. A company’s website is their business card. So, instead of relying on multichannel marketing, it’s crucial for your marketing department to focus on your website.
Although you may use traditional modes of marketing, like direct mailings, much of your business and conversions will come from the web. Your marketing department must be adaptable, or agile, and ready to take on the challenge of facilitating relationships through your website.
David Brussin, CEO of Monetate, writes for VentureBeat on how companies can make their marketing agile and their sales soar:
- Think beyond multichannel — with an increased number of touchpoints at which you can engage consumers, your team needs to develop branding strategies for conversion on every platform
- Act on your analytics — test, test, test; through web analytics software you can see where people are clicking on your site, how they found your site, and how long they stay; use these numbers to optimize the user experience and conversion
- Make agility and speed a corporate imperative — get marketing and IT on the same page and run many tests, don’t let incorporating eCommerce changes slow you down
- Create a multifaceted/cross-functional team structure — related to #1, make sure you have the right team in place for each touchpoint and platform