Shutterstock
The digital marketing industry has something close to an obsession with optimization -- and that optimization obsession could drive you out of business. By optimization obsession, I'm talking about a deep focus on measuring and finding opportunities to increase traffic, clicks and conversion rates. But by prioritizing the needs of efficiency above the needs of your ideal customers, your business is likely to fail.
1. Ultra-efficient media spend doesn't mean effective messaging.
From retargeting to programmatic media buying, I've noticed a disturbing trend of incredibly efficient spend without enough thought put into the messaging itself. This is especially true with respect to e-commerce companies looking to compete with Amazon. Retargeting in and of itself does not make you more competitive. Even when you're more efficient with your media spend, that alone doesn't mean you're spending ad dollars that leave a lasting impression and convert to sales.
Today's retargeting has a strong resemblance to that Whac-A-Mole game. A prospect comes to your site and looks at a product but doesn't buy, so that same product surfaces again and again as they browse the internet. Just because a prospect spent time on a website looking at a pair of shoes doesn't mean that prospect is interested in seeing those shoes ten more times while browsing outside of your e-commerce storefront. Most of the people I know find the bulk of retargeting annoying (due to the lack of creative innovation) and it usually has the opposite of the intended impact.
2. Optimizing for faster checkouts breeds unremarkable shopping experiences.
Following a combination of digital commerce trends and e-commerce best practices to optimize your online shopping experience leads to a sea of sameness. At the latest Internet Retailer Conference + Exhibition, I could easily divide all the vendors and exhibitors into two buckets: those that take care of everything you need to find and acquire new customers and platforms that allow you to run your e-commerce from the moment someone comes to the website through order fulfillment.
Simply put, all you need is a product that you're looking to sell and everything else can be taken care of by someone else. While that is incredibly empowering, it also leads to turnkey shopping experiences where the only noticeable difference is your logo and color choices. In other words, it leads to unremarkable shopping experiences that are quickly forgotten.
3. Optimization ignores the importance of content and storytelling that supports the human side of selling.
Optimization, by nature, is technology and numbers driven. The goal is to get prospective buyers exactly what they want as quickly as possible. While this premise is perfectly acceptable, the unintended consequence is that efficiency tends to bypass the importance of great content that humanizes the shopping experience and makes you more memorable for future purchase decisions.
A quantitative focus tends to put numbers and data over more qualitative insights such as the value of word-of-mouth marketing and shareworthy experiences. As more and more technology vendors incorporate artificial intelligence and machine learning into their product offerings, more emphasis is being given to clicks and less to the human side of selling. We're missing the deep connections and rapport that can only be delivered through individual personalities, relevant content and powerful storytelling.
What should you focus on instead?
Don't get me wrong, I'm a huge fan of technology and its continuous improvement. I don't believe that optimization is a bad thing. What I do believe is that too many businesses today are so focused on optimization that they have forgotten the two most important components on which to compete: product experience and telling their story. There are many successful e-commerce examples to support this.
The Dollar Shave Club captured the world's attention through its viral videos and story. Its subscription model is constantly reinforced via clever content both inside the delivery box and online. The Dollar Shave Club has done a brilliant job of identifying its ideal customers and speaking to them in humorous and informative ways that reinforce its customer's memorable shopping experiences and continued loyalty.
Zappos realized it wasn't in the business of selling shoes so much as "delivering happiness." It organized its customer service so the primary focus was on ensuring that people who left the call were happier than when they first called. Its legendary customer service has since redefined what is possible in other industries.
TOMS' mission of giving one free pair of shoes to needy children for every pair purchased rocketed it to success. Its customers are happy to buy from a company that is mission-driven and working diligently to make a difference.
Bonobos helps its male customers feel good about making style choices even if they don't consider themselves particularly cool or hip. The combination of content with a laid-back approach makes the shopping experience memorable.
Blade HQ appeals to knife lovers with its YouTube videos boasting over 300,000 views. The content is practical, including testing out rust-proof claims from knife manufacturers.
Optimize for what your best customers need from you.
In each of these examples, what's consistent is that successful brands go beyond efficient shopping experiences and compete on something more than price. By being clear about who you are, your mission and the people you serve, you will attract a customer base that remembers why they should buy from you versus a default such as Amazon.
To optimize for the needs of your best customers, begin with your most powerful message and the story about why you went into business in the first place. Analytics can then help you refine your message and improve how you deliver that story. Stay tuned for future articles where I'll dive into this very topic.
Read again Three Ways Optimization Can Drive You Out Of Business : https://ift.tt/2M6ivj3Bagikan Berita Ini
0 Response to "Three Ways Optimization Can Drive You Out Of Business"
Post a Comment