Solutions through technology:Website DevelopmentDigital MarketingMarketing Strategy

CONTROLS

Digital marketing comes down to plain luck without the appropriate control mechanisms. Control questions whether you know if you are succeeding or failing through web analytics systems that regularly measure and monitor KPIs such as the number of visitors, durations, enquiries, subscriptions, sales, conversion rates, churn rates, loyalty levels and more. Control needs to be built into a plan that specifies how often and who reports on the control criteria (e.g. usability testing, concept testing, A/B testing, website statistics analysis and external trend spotting).

Every companies long term objective should be to use their on-line presence to develop repeat business ensuring that your website’s purpose is not to have a “one-time-only” interaction with customers, but to build a long-term relationship and consequently, customer-focused measures should also be used to determine performance.

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View the sample website that relates to your business sector. If you see functionality, look or feel that you like in a site in another business sector then that can be implemented into your new website. The only limitation is our imagination…

Essentially, all the business objectives need to be measured and monitored with time made for a regular review of what’s working and what’s not – performance measurement & diagnosis. Control questions that need to be answered include;

  • Have you achieved the objectives, is the strategy working, did you choose the right tactics . . . have you spent the money and time wisely?
  • Who are the right customers and are you targeting them?
  • What do these customers like and how many of them become repeat customers?
  • Which e-tool works best?
  • How much does each customer actually cost you?
  • Do you need to examine the data every day, week, month or quarter?

Control measures allow us to check to ensure that our objectives meet the SMART criteria especially the time element which is critical. Consequently we should plan for a specific time period for appraisal of the system which will allow us to implement any changes to the functionality if we are not obtaining the required results. Similarly, if a particular aspect of our changes is working better than expected it could be possible to develop further.

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086 852 2189

E-mail: kieran@concise.ie

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