Online Strategy - stay focused on the customer by thinking beyond the website
There are several components to a holistic online strategy but it commonly involves us helping you answer the following fundamental questions:
- What exactly do you want your online presence to achieve? Why?
- Does your online presence achieve each of these objectives to the degree you want?
- Why do you think so?
- How do you plan to evolve your online strategy and processes to get your organisation from where it is to where you want it to be?
- What mechanisms are in place to know whether your goal has been reached?
Online strategy is about reviewing your entire online presence. The power of the internet is about its ability to connect information, people and processes across the globe.
Increasingly people are choosing online as the preferred media over traditional channels like TV, radio and print. As this is where people are spending more time, online is where your organisation's focus should be to engage them.
Common Mistakes
A common mistake is to focus purely on just the website. The audience demands more than an online brochure - they want to interact with your business. Enhancing the engagement could include allowing the audience to customise and experience your product or service online - and share that experience with friends before they purchase.
Understanding the different interaction points between your organisation and the customer ensures a framework can be built to maintain the conversation to a desired outcome.
For organisations that have existing offline operations, to start this strategic review process we recommend that you start with analysing customer interactions uncovering areas such as:
What are the typical interactions that your organisation currently has with your customers? Look at this from a sales and support perspective. For example, what are the most common questions your customers ask when interested in buying a given product?
How can this mechanism for dialogue be replicated in the online space if not already? For example, how can you efficiently lead your online visitors to answers to questions they are likely to ask in an intuitive way?
We understand business and technology which makes us an efficient translator of business drivers into a compelling online strategy and execution plan.
To find out more please contact us.
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After an extensive review of web crawling capabilities against competing services from the US and Europe we chose CE, not just because of their technical superiority but their understanding of our core business drivers and attention to detail.CIO publicly listed Financial Services firm
