One of things that I like about consulting is the diverse industry & functional knowledge that one learns (or has to learn) in a short period. One such exciting project around global digital presence transformation for a client propelled me to study further about the current market trends & technologies around capturing online shopper’s time and attention.
To begin with key pillars of digital marketing tactics (partially inspired from ) can be grouped by customer engagement continuum of attract, acquire, and retain.
|SEO/SEM – optimizes site’s visibility in search results for specific keywords|
|Campaign Management – automates execution of cross-channel outbound marketing campaigns such as display ads, contests and their measurement. This can be expanded to include Influencer Targeting|
|Search Relevance – prioritizes site content most relevant based on a user’s search behavior/preferences|
|Audience Segmentation – allows selective delivery of information to specific audience groups. Taking a step further, dynamic micro-segmentation continuously evaluates which target market a customer fits into based on their profile, interests & current intent|
|Product Recommendations – displays selected items based on millions of similar users, similar items, groups of experts or groups of friends|
|Personalization – whereby individual users can choose, configure or are presented with content tailored to user’s behavioral or explicitly provided preferences|
|Digital Customer Care – gathers feedback and provides customer support over digital channels such as social media, online communities, virtual assistant|
My intent in follow-up articles would be to study and learn from industry leading examples, and explore technology enablers behind some of these capabilities.