Are you managing your digital business cycle efficiently?
Digital Marketing has mutated into Digital Transformation
Users have multiplied their moments of interaction with brands by a factor of 10. This is as a result of an exponential increase in the digital assets made available to them throughout the ecosystem. There are ever more environments, windows and digital functionality in the relationship with your customers or the consumers of your brands.
In the meantime, you are busy monitoring all the data (usually in separate reports from several different sources), making sense of it globally and trying to get the best out of it to optimise your investments. But… as the complexity of managing all these windows and data grows, perhaps so do your doubts about whether you could be doing it better and more efficiently, cost-effectively and strategically for your business?
You have been immersed live and direct in the mutation of Digital Marketing into a true digital revolution. As you built your ecosystem one block at a time with the common thread of your digital marketing strategy, the knowledge that your company, your industry, all companies and all industries have generated has absorbed the ecosystem. The data-atoms that everyone analyses on their own have become independent and have built their own paradigm and transformed the way not only in which work is done, but also in which new businesses are structured and in which existing businesses which want to continue to be profitable are transformed.
Do you already know how you are going to manage this reality in an integrated and optimised way?
To achieve maximum profitability and efficiency in your digital ecosystem, you need to manage it with your own intelligence. THAT is the key to real transformation. And the sign of effective platforming. Because, do you find you have lots of elements implemented, lots more to be implemented and no single guiding control tower to help you really grow?
To manage your not-so-new but fast-paced business reality you need to transform your company’s structure and culture towards an efficient digital business model. But first of all, you have to make sure that your digital model is correct. The first thing to do is to have the whole picture in your head:
- First shot: your IMPACT strategy. Relationship content (and its corresponding containers), your positioning strategy and the right indicators of success will help you to continually increase conversion rates, because you will have a model of user behaviour and activity data. And based on that, you will be in the best position to take the next step.
- Second shot: your ACQUISITION strategy. The way you acquire new users (consumers, customers, stakeholders…) is EVERYTHING, because they will be your PROPRIETARY DATA mine and you will be not only investing in gaining them for yourself but saving costs in the new wave that’s coming with the Cookieless scenario. Efficient capture, based on the user-behaviour knowledge you are acquiring.
- Third shot: your ACTIVATION strategy. What do you put in front of each user, each segment? Which clusters are more amenable to your proposals? What opportunities to increase repeat purchases or visits to the point of sale?… Once you start to have a certain critical mass, you must have a clear picture of your typical customer or consumer and within these typologies, you must know who are the most profitable so that your activation strategy helps you to grow.
- Fourth shot: your LOYALTY strategy. The relationship content (and its corresponding containers) that you have been developing as a result of the knowledge of your users that you are acquiring is already working to retain them, lengthen their lifecycle, their average purchase value, their frequency of repeat purchase, their recommendation of your business to other like-minded users…
We often see all these shots being fired in an isolated and non-integrated way in businesses that think they are doing it right but lose themselves in fine-tuning the aim of each one without taking into account that in reality these four bullets are aiming at a single target: (we insist) EFFICIENT MANAGEMENT OF THE DIGITAL BUSINESS CYCLE. And it is not always necessary in all businesses (due to size, budget, opportunity…) to fire all four bullets at the same time in the same exercise. You can (and probably should) go one at a time, but always knowing that only those who aim carefully with each bullet, even if they shoot in four rounds, will hit the target every time.
At Genetsis we help you to plan the digital strategy that best suits your business
and to manage it
intelligently.
What it all boils down to is that your digital marketing strategy should aim to make your relational and transactional content work for your positioning and bring you conversions; that this strategy should be built on smart platforms on which the user experience (of all kinds, such as consumers, customers, stakeholders etc.) is seamless – we develop, integrate and fine-tune all relevant and effective sources – and in which you retain sight of conversion optimisation (in e-commerce, a marketplace, a loyalty environment…) by acting on the entire user lifecycle.
And then, if you want, we can talk about your first-party and third-party data not being integrated and therefore not optimising your digital business cycle in a single process.
If you were thinking until now that this was “nice to have” but not MANDATORY, we have to tell you that by 2023 all browsers will have blocked third-party cookies, so you have until then to have your own data (declared, inferred and tracked) on an intelligent platform that lets you manage your users’ lifecycles without putting all your chances of growth (and survival) on data that third-party agents will have been collecting for a long time now. But this, as you can imagine, is a topic for another conversation 
.
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