by Ralph Eck | Mar 18, 2014
Disruptive and emerging technologies in the areas of mobile, cloud, and social media continue to flood the market with new and creative innovations. As a result of these vast changes businesses must keep up with the new and heightened set of customer expectations about what it means to effectively engage with new products, brands, and services. Quite simply, to be successful in today’s hyper-competitive market, organizations need to be all things to all people; they need to appeal to and engage with customers when, how, and where they want it. Businesses must meet the needs of mobile consumers who rely almost exclusively on their smartphones for purchasing merchandise. Businesses also must keep in-store customers engaged at all levels as well. The reality today is that shoppers entering your premises will be ready with their smartphones to check for the latest coupons and shopping incentives. So begin by asking yourself the following: “How is my business today prepared to meet the increasing needs and expectations of the modern, tech-savvy digital customer?”
Creating an effective M-commerce and Omni-channel strategy requires cooperation and collaboration across all segments of your organization. The process will obviously vary from business to business, but there are two major paradigm shifts that all organizations must face before starting down this path. They are outlined as follows:
Once your organization has considered the modern conception of business as digital and social, it must implement the structural and organizational aspects of that model through a set of deliberate best practices. While by no means exhaustive, there are a core set of practical recommendations for mining the M-commerce and Omni-channels to marketing your brand, products, and services today. Let’s start first with those that focus more on the M-commerce segments of your digital business.
Stay tuned in Part 3 where we’ll discuss some further ways to ensure your digital business is fully aligned with marketing best practices that will provide your customers with many happy returns.
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