( often an element that is underplayed in digital brands ) and match it with superior advanced analytics to ensure long-term success . Advanced analytics allow you to personalise , select elements that are appropriate , and allow you to spend efficiently . When companies get that right , their investments generate value quickly and they develop strong relationships based on trust with their customers .
MM : Put the customer at the centre of your strategy . Understand : how do they engage online , where they are going , and what content are they consuming ? As a digital brand , these questions are paramount . Digital tracking is an effective way to spot changes in digital search and buying behavior . With access to in-app buying behaviour and mobile search , our clients use digital tracking to understand when and how consumers shop . Brands should also focus on user centric design . A good UX designer always has the consumer at the centre of their design . With this approach , users are at the centre of every step of the design process .
Digital is not only about the external , it ’ s about the internal . Employing digital technology in areas like research speeds up decision-making and creates agility
“ The ability to find talented contractors and online tools to help has never been easier ”
— Angus McLean , Director at Ebiquity
within an organisation . Moving offline research processes online allows you to keep the customer close while also maintaining the integrity and quality of your research .
AM : The most effective strategy is one that gets implemented , which generally means keeping it simple . Defining the vision and setting goals , establishing a timeline and clearly communicating the strategy to everyone who needs to be involved . A strategy cannot be effective if people are not aware of it and have not bought into the vision .
Management support is also key to any digital initiative . They require investment in tools and people but progress is better than standing still so don ’ t over complicate it . Set goals , use data , test , iterate , support successes and learn from failures .
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