Why is it important to consider your end-to-end marketing strategy when you are designing your digital storefront or online marketing campaign? Because the success of any Web marketing campaign relies on the ability to get the customer through your doors. Your customer, after all, is always on their way out. They are searching for a specific outcome and you need to deliver the one that delivers this outcome. When they are ready to leave, they will – literally and figuratively – take their marketing with them.
To help you understand why it is important to think about your end-to-end marketing requirements from the perspective of your customers, it helps to consider an example that occurs each time you provide a product or service. You have a number of different user experience requirements that you must meet before they are ready to purchase. If you are delivering a new version of your product, you will need to meet the basic usability requirements, as well as those associated with the latest enhancements you are making to the product. If you are launching a new site dedicated to providing tips about your products or services, you will need to meet the SEO requirements.
Each of these user journey requirements can be incredibly detailed. To help you better understand them, imagine that you are building a website to help someone obtain their driver’s license. Your primary concern is that this person should be able to quickly and accurately complete all of the tasks that are required of them. In addition to being easy to use, your website must also be search engine optimized (SEO) friendly in order for it to be visible to a target audience.
In the case of how to create a “driver’s license” website, the designer would need to focus on usability. He or she would want to ensure that the screens are clear and easy to navigate. Along with this, he or she would also want to include various features that will allow the prospective driver to acquire their driver’s license. The result would be a successful online marketing campaign which accomplishes its purpose: helping to facilitate easy application.
In terms of SEO, the designer would again focus on usability in order to ensure that the pages are search engine friendly. Again, if the pages are not easily navigated, the potential visitors will opt to go elsewhere. In addition to this, it is important to think about the different user experience requirements associated with each page. If the information on the page requires the user to do something more than just click, then this will likely cause the visitors to abandon the process and move on to a competitor’s site.
When you are launching a social media site, the designer will also focus on the user experience requirements. This means developing content and posting it on the website that is easily accessible to the target audience. In addition to this, the pages should offer the visitors the opportunity to leave their comments.
When a person leaves a comment, they typically leave their URL and an email address where other interested parties can follow the person. In order to attract targeted visitors and build relationships with these individuals, online marketing professionals have developed a series of tools and formats that help to do this.
The last component of an online marketing campaign is the ability to track the results. When the marketing campaigns incorporate the use of call capture systems, you will be able to measure the performance of the marketing efforts. In addition to this, the marketing company will be able to use reports and analytical reports to monitor the effectiveness of the online marketing campaign. By doing so, it will become easier to determine which advertisements work and which ones are failing. In turn, it will become easier to improve the content, website designs and keywords that will be used in future campaigns.
By evaluating the needs of the visitors to the website, online marketing companies have been able to fine tune the design of the website, content and other components to better meet the needs of the target audience. Additionally, the end-to-end marketing process also allows to track the progress of the marketing campaign in comparison to the original set goals. This allows the company to make necessary adjustments to the online marketing campaign if it is not meeting the objectives. By evaluating the needs of the visitors and measuring the results of the online marketing campaign, online marketing professionals have helped to transform websites into highly effective marketing tools.
