CONTINUOUS ATTENTION CALLS THE CUSTOMER
Last year Adobe issued its annual survey results on digital marketing. The report provides some fascinating insights into how businesses are continuing to respond to and capitalize on social media. I highly recommend the report.
A particularly important point in the report involves how organizations think about their investment in digital marketing. Because digital marketing is itself a maturing market, optimization is achieved more through small steps as opposed to massive changes. This requires continuous attention to the customer experience. Will every business commit to that journey? Not necessarily, as Adobe reports:
“ The journey toward optimization is one that many start but few complete. By its very nature, digital optimization is ongoing, with no true end point. But as we enter this customer-focused marketing era, optimization should be seen as an organization-wide mindset that involves continuous, iterative improvement of digital experiences to achieve business goals. ”
Unlike some things in life, you cannot set it and forget it. However, what you can do is continuously keep your digital marketing at the top of its game by making regular small changes and measuring the results. Because the marketplace is changing constantly, you can never assume that your current optimization configuration is settled law. Rather, you must keep your finger on the pulse of your customers so that you know when changes to your approach are wise:
“ An organization with a culture of optimization uses data to identify areas for improvement on their digital properties, tests ways to make those improvements, and makes frequent and iterative changes based on what works and what doesn’t. ”
Therefore, as you commit to the ongoing refinement of your digital marketing strategy, you thereby enhance the quality of your customer experience. In today’s competitive marketplace, that is a goal worth achieving.
