Every day we see 2,900 commercial messages, we register 50, and remember 4. Which do you remember today? It isn’t easy to stand out in this media noise that we have today, but the ones who find something that is easy to catch and remember, can succeed. ICA in Sweden is a common answer to this question, a series of commercials that has been hanging around in impressive 14 years. Storytelling is something that has proven to be successful in creating a relation with customers, we see it in several commercials every day, some more settle than others.
Touch Points
Omnichannel is starting to be a necessity and something that is obvious in everyday life for those who want to take their solution to the next level, all channels must interact. When, where, and how does the user meet the service? Which are the needs then? There are several meetings with customers, touch points, where you can get your eyes open for a company, consider to use it, make an order or get service. You can use blogs, review sites, search engines, price comparison sites, e-commerce sites, stores, or just talk to someone that is familiar with the business in some extent. Make sure to have common messages, and a strategy for how to meet the customers in the different touch points.
Work Process
If you should work with activities to increase sales, you can set up steps in a process where insight, strategy and implementation is first carried out, and after that reporting, analysis, and optimization is carried out in an iterative process.
- Insight
See where you are now, what are your prerequisites and goals? You can also carry out an analysis of technical platforms, collect data and analyse.
- Strategy
The things you find in the insight phase becomes an action plan. How can it be measured and become more concrete?
- Implementation
The measure tools you can use is for example Google Analytics. Implement and configure the different measuring tools to be able to evaluate the outcome.
- Reporting
You can define measuring points and KPIs to see how the web page performs with the changes you make.
- Analysis
During the analysis phase you can look at activities to improve, A/B tests, different types of customers, which channels that are used to see what can be changed.
- Optimization
You can then make a prioritization matrix with the changes you have selected to implement. Then it all starts again with reporting, analysis, and optimizations.
Get Started Today
So, what can you start with today? Look through your goals, identify your target groups, and touch points. Set realistic goals and secure resources, both competence and budget. Plan for quick wins. Measure and follow up, measure and follow up again, and again!
