I was just featured on Northwestern University's thought leader series on digital marketing. The topic was how retailers are embracing digital as fast as possible to not only counter the Covid crisis, but improve the customer's UX in the process.
Brands around the world are accelerating their digital strategies. Our clients are scaling their digital marketing and direct to consumer initiatives. Take a look at my video where i use a great example from Home Depot. I call this digital convergence, where mobile experiences converge with physical. Maybe the physical version these days are curbside pickup but you'll see the idea right away.
How do you know any of these innovations will work? You have to use a suite of digital analytics to demonstrate how the idea will drive a business objective. You could measure media performance - "we got a lot of clicks and likes." But that's not good enough.
The best digital brands measure customers, not clicks. The big questions are:
- Who clicked?
- Are they new or repeat customers?
- Are they valuable repeat customers?
- Are they influential repeat customers (i.e., will they post UGC about the experience)?
At Hansa, we help brands with digital strategy which is never without its evil twin: digital analytics. Call us, we'd be delighted to share more examples
