Tag Archives: internet

Infographic: How to Effectively Use Remarketing To Increase Your Revenue

A word of caution: From my own anecdotal evidence, people find being “followed” around the Internet really creepy. And you have to stop for a moment and think about what that does to your brand image. If your product or service is in the B2B marketing or sales space, then I wouldn’t worry about this. Most people in our industry understand remarketing and retargeting. But, if you’re in the B2C space, it might be a good idea to survey your customers that converted from a retargeting campaign and ask how they felt about your ads. Try to detect if your…

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Infographic: How to Effectively Use Remarketing To Increase Your Revenue

A Complete Guide To Switching From HTTP To HTTPS

HTTPS is a must for every website nowadays: Users are looking for the padlock when providing their details; Chrome and Firefox explicitly mark websites that provide forms on pages without HTTPS as being non-secure; it is an SEO ranking factor; and it has a serious impact on privacy in general.

A Complete Guide To Switching From HTTP To HTTPS

Additionally, there is now more than one option to get an HTTPS certificate for free, so switching to HTTPS is only a matter of will.

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A Complete Guide To Switching From HTTP To HTTPS

Want a Better Way to Engage Your Audience? Try Data-Driven Micro-Content

micro content

Content marketing is in a state of surplus: there is too much supply of branded content and diminishing returns of audience engagement. A report by Beckon analyzed over 16 million in marketing spend and concluded: “Brands might be shocked to hear that while branded content creation is up 300 percent year over year, consumer engagement with that content is totally flat. They’re investing a lot in content creation, and it’s not driving more consumer engagement.” -Jennifer Zeszut, CEO at Beckon The painful truth is: the vast majority of content marketing ended up going down the rabbit holes of the internet…

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Want a Better Way to Engage Your Audience? Try Data-Driven Micro-Content

How To Write Content Without…Well…Having To Write It

how to write content without writing it

Early morning, dew still fresh on the grass, sunrise beautifully lighting a home office, aromatic steam rising from hot coffee, fog melting away from the world outside. And — unfortunately — the first flashes of carpal tunnel pain go pulsing through your wrist. Indeed, the consequences of a repeated routine can manifest themselves in painful ways. Furthermore, doing something in only one way limits personal growth. My suggestion? Maybe it’s time to stop exclusively typing all your content and start dictating some of it. Dictation is a vastly underused feature across all PC and smartphone platforms. Lawyers have been known…

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First CRO Certification Course in Italy – An Initiative Supported by VWO

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How can you learn Conversion Rate Optimization in a way that you can apply it easily to any project?  How can you make a low performing website to a highly remunerative one without redesigning it from scratch?

Those are just two of the questions that Luca Catania, Director of Madri Internet Marketing & Head of Marketing of Catchi, answered during the First Certification CRO certification Course in Italy supported by VWO.

The course targeted a wide audience—from people with no experience in CRO to experts in the field. Attendees comprised c-suite executives—Entrepreneurs, Head of Marketing, Managing Directors, Consultants, from more than 20 different industries.

The objective of the training was to teach participants an innovative step-by-step approach to CRO, in which participants are guided to learn a system that they can apply to any business to increase conversion rates, increase leads, increase sales online.

Participants got the chance to learn how to optimize their websites in a real-time setup. Using the VWO platform live in the course allowed the participants to understand and experience how the software can help optimize websites and achieve better conversions.

Do you want to improve you CRO skills? 

You can read interesting case studies and find the dates of upcoming courses in Europe/Australasia, following Luca Catania on LinkedIn.

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How To Simplify Networking In Android: Introducing The Volley HTTP Library

In a world driven by the Internet, mobile apps need to share and receive information from their products’ back end (for example, from databases) as well as from third-party sources such as Facebook and Twitter.

How To Simplify Android Networking With The Volley HTTP Library

These interactions are often made through RESTful APIs. When the number of requests increases, the way these requests are made becomes very critical to development, because the manner in which you fetch data can really affect the user experience of an app.

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The 17 Best Digital Marketing Conferences of 2017

conference-attendees-best-marketing-conference-feature

Does the word conference bring up memories of suited professionals droning on about… well, you can’t quite remember what? Awkward socializing, shameless sales pitching, lined paper and branded pens — some conferences can be very beige indeed.

But not all conferences are made equal. In fact, some can lead you to completely change your marketing game for the better by giving you the opportunity to learn firsthand the tricks of the trade from the smartest minds in digital marketing — from SEO royalty Rand Fishkin to Unbounce co-founder Oli Gardner.

We worked our way through the colossal number of upcoming digital marketing conferences to uncover the gems and roundup what we think are the 17 best digital marketing conferences in 2017.

Warning: what you see and learn at these events may totally transform the way you do your digital marketing.

Conference Date Location
SearchLove February 23-24; June 5-6; October 16-17 San Diego; Boston; London, UK
Domopalooza March 21-24 Salt Lake City
ConversionXL Live April 5-7 San Antonio
Hero Conf April 18-20; October 23-25 Los Angeles; London, UK
Marketing United April 19-21 Nashville
Marketing Nation April 23-26 San Francisco
C2 Montreal May 24-26 Montreal, QC
WistiaFest June 11-13 Boston
Unbounce Call To Action Conference June 25-27 Vancouver, BC
MozCon July 17-19 Seattle
Content Marketing World September 5-8 Cleveland
Dmexco Conference September 13-14 Cologne, DE
INBOUND September 25-28 Boston
B2B Forum October 3-6 Boston
RD Summit November 2017 Brazil
Dreamforce November 6-9 San Francisco
Internet Summit November 15-16 Raleigh
Advocamp December 6-8 San Francisco

1. SearchLove: February 23-24 (San Diego) | June 5-6 (Boston) | October 16-17 (London)

searchlove

SearchLove is the creation of online marketing agency Distilled. As the name implies, this conference is all about search marketing; topics covered span from SEO to PPC and content creation. Over two days, learn actionable tactics to get your website ranking higher. Sessions run one after the other, so you won’t have to miss out on anything.

2. Domopalooza: March 21-24 (Salt Lake City)

domopalooza

This one made its way onto our list, as the content is worth more than gold to any marketer who wants to step up their data game. The organizers, Domo, are business intelligence wizards and creators of a data-driven business management platform.

If you fancy going deep into business analytics and learning how to get data insights to inform your marketing activities and your business as a whole, check Domopalooza out. Plus, with performances from Flo Rida, T.I. and Nelly last year, the entertainment bar is set dang high for 2017.

3. ConversionXL Live: April 5-7 (San Antonio)

conversionxl

CXL Live promises to help marketers achieve their ultimate goals: drive more conversions, grow their businesses faster and make more dough. How? Attendees get the opportunity not only to watch “hardcore practitioners” wax lyrical about conversion marketing, they can also chat to the pros in person.

The event lasts three whole days — plenty of time to get as much advice as you need from your favorite conversion marketing experts and start racking up leads like a true conversion pro.

4. Hero Conf: April 18-20 (Los Angeles)  | October 23-25 (London)

heroconf

Not to be confused with a gathering for superheroes of the comic book kind, Hero Conf is “the world’s largest all-PPC event”.

If you’re a pay-per-click fanatic, this one’s for you. Make connections with the best in the PPC business and learn how to optimize your PPC campaigns; for example, which strategies and trends can help you drive more conversions. Besides, when else could you chat about your favorite subject over some nosh with PPC industry experts?

5. Marketing United: April 19-21 (Nashville)

marketingunited

Marketing United is a digital marketing showdown hosted by email marketing connoisseurs Emma. This will be Emma’s third event and, like its previous events, it promises to be full of “ah-hah” moments spanning all areas of digital marketing such as marketing psychology, customer experience and brand building.

Attendees can expect to marvel at inspiring presentations from a killer lineup including speakers from Netflix and Pixar. They will also get the chance to discover the vibrant and unique city of Nashville, renowned for live country music and an iconic food scene (bring on the fried chicken!).

6. Marketing Nation: April 23-26 (San Francisco)

marketingnation

Marketo’s four-day event will equip you with the knowledge you need to improve the way you interact with customers and help you get better results from your marketing efforts. You can also improve your knowledge of Marketo and get Marketo certified by attending University Day, where you’ll learn about the market-leading marketing automation tool through a series of workshops and presentations.

Some big names will be there (previous years’ speakers included Arianna Huffington and Will Smith), as will 6k+ marketers, so you won’t want to miss out!

7. C2 Montreal: May 24-26 (Montreal, QC)

c2montreal

Much like its host city, C2 Montreal is a fusion of creativity and commerce. This three-day international business conference, dubbed the most innovative of its kind, focuses on exploring the impact of current digital trends on business. It will get you thinking outside of the box to reignite your creativity and change the way you do business for the better.

Expect to be challenged and connect with your peers in innovative ways. Expect to come away with a new way of thinking and plenty of inspiration. Expect to discover how marketers will adapt as digital evolves.

8. WistiaFest: June 11-13, (Boston)

wistiafest

This Boston-based event, run by Wistia, is a coming together of the great minds in video marketing. Why should you care? Video marketing is recognized to be one of the most effective marketing tools out there, and WistiaFest will teach you all you need to know about this medium including future trends and, most importantly, how to create ludicrously effective videos for your business. And going by what last year’s attendees tweeted, you’re in for a visual spectacle and an all-round cracking time.

9. Unbounce Call To Action Conference: June 25-27 (Vancouver, BC)

ctaconf_blogpost2

Familiar with the Unbounce blog? Then you’ll know that Unbounce is all about giving marketers actionable advice across the hottest topics in marketing and — just as importantly — providing a truly delightful experience.

CTAConf is like the Unbounce blog on steroids, featuring some of the best people in the business to give 100% fluff-free, practical tips that attendees can bring into play the next day. And you can be assured there will be a LOT of laughs throughout the day. Prepare to walk away from the day with a shedload of invaluable notes and some hilarious anecdotes.

Thinking of attending CTAConf 2017?

Subscribe to Unbounce Events and get exclusive discounts and the latest conference updates delivered to your inbox.

10. MozCon: July 17-19 (Seattle)

mozcon

MozCon is hosted by search engine marketing powerhouse Moz. (If you’re a marketer who doesn’t know Moz, it’s time to crawl out from that rock you’ve been hiding under.)

Get on top of your search marketing game and learn what’s hot in the world of SEO, social media and community building, straight from the mouths of industry leaders. This is a three-day conference that promises tons of actionable takeaways and socializing opportunities including MozCon’s very own pub crawl, #Mozcrawl. Hop on for some free drinks and great banter.

11. Content Marketing World: September 5-8 (Cleveland)

cmw2017

Content writers far and wide, this is your cue get excited. The biggest gathering of content marketing front runners, CMWorld will give you an overview of upcoming content marketing trends and plenty of ideas for rolling out an effective content strategy. Over the two days, you’ll have a ton of opportunities to network with the industry leaders and your fellow content peers.

12. Dmexco Conference: Sept 13-14 (Cologne, DE)

dmexco

Taking place in the historical German city of Cologne, Dmexco Conference is a two-day event defined as the “global meeting point for the digital economy”. A truly global conference, Dmexco is an outstanding opportunity to meet some digital economy big dogs from some leading global companies (think Bloomberg and Google). Keynotes, seminars and work labs that cover diverse themes in digital are offered in English or German.

13. INBOUND: September 25-28 (Boston)

inbound

Inbound is a mammoth-sized four-day event with over 19,000 attendees and a star-studded list of speakers (last year’s line-up included Anna Kendrick, Alec Baldwin and Serena Williams). It’s an opportunity for sales and marketing pros to rub shoulders with some of the biggest names in the industry and get tips and inspo on taking a business to the next level.

Four days jam-packed with talks, keynotes, workshops, some serious networking and partying. This year’s event promises to be bigger and better than ever.

14. B2B Forum: October 3-6 (Boston)

b2bforum

MarketingProf’s B2B Forum promises to give you the knowledge you need to build a sustainable marketing strategy. Headed up by Ann Handley, it’s also a unique opportunity to network with B2B businesses from across the globe and learn from their successes.

This event is pretty unique as it offers full-day workshops on one of four marketing topics (to be confirmed). So if you want to learn a lot and fast, come along for a marketing crash course.

15. RD Summit: November 2017 (Brazil)

rdsummit

RD Summit in Brazil is the biggest marketing and sales event in Latin America. With more than 5,000 attendees, 50 exhibitors and 120 presentations, this is a large-scale event, yet organized to the finest detail.

If you’re looking to get solid advice on your inbound marketing and sales strategy and network with a large community of marketers, why not head to Brazil in November? Plus, you can sample the delights of the vibrant Brazilian culture, including its iconic food and long beaches.

16. Dreamforce: November 6-9 (San Francisco)

dreamforce

Dreamforce is a behemoth of a conference that attracted nearly 200,000 attendees from over 83 countries last year. We simply couldn’t leave it off the list for its sheer size!

Run by Salesforce, Dreamforce promises to adorn you with the knowledge you need to significantly increase your ROI. Marketers will learn ways to create amazing brand experiences and better connect with customers. They’ll also discover how to make the most of Salesforce in their marketing strategy. With over 2,000 sessions, there’s something for everyone, whether you’re an SMB or a Fortune 500 company. Just make sure you check out the agenda beforehand to select the content that’s relevant to you.

17. Internet Summit: November 15-16 (Raleigh)

internetsummit

Internet Summit is a forum that brings together a whole host of thought leaders in the field of digital commerce.

If you’re looking for practical solutions to apply to your marketing, analytics and user experience strategies and to learn about the latest trends in digital technology, this event has got your covered. And get ready to network with some of the world’s leading brands including Facebook, AOL and The Onion.

BONUS! Advocamp: December 6-8 (San Francisco)

advocamp

You know the old adage: it can cost 5x more acquiring a new customer than retaining an existing one. This is why we recommend Advocamp — a conference that’s all about the customer experience.

Although not strictly a marketing event, Advocamp will give you some great ideas on engaging your current following and fostering a loyal customer base. After all, your marketing efforts will become even more valuable if your leads become happy, long-term customers and advocates of your brand.

There were some top-notch speakers from leading global companies last year including world-class author Daniel Pink and “The most re-tweeted person in the world among digital marketers” Jay Baer. Expect the same in 2017.

Over to you

Whether you’re a content writer, SEO buff or PPC manager, 2017 has got a standout marketing event that can give you the knowledge and contacts you need to be an even better marketer.

So if you’re set on making 2017 your most successful year yet, we encourage you to bite the bullet and sign up for the most relevant event for you. You’ve got nothing to lose and a whole notebook’s worth of valuable insider industry information to gain.

Is a certain awesome marketing conference missing from this list? Don’t be shy. Share it with us in the comments section below.

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The 17 Best Digital Marketing Conferences of 2017

GPU Animation: Doing It Right

Most people now know that modern web browsers use the GPU to render parts of web pages, especially ones with animation. For example, a CSS animation using the transform property looks much smoother than one using the left and top properties. But if you ask, “How do I get smooth animation from the GPU?” in most cases, you’ll hear something like, “Use transform: translateZ(0) or will-change: transform.”

gpu-animation-done-right

These properties have become something like how we used zoom: 1 for Internet Explorer 6 (if you catch my drift) in terms of preparing animation for the GPU — or compositing, as browser vendors like to call it. But sometimes animation that is nice and smooth in a simple demo runs very slowly on a real website, introduces visual artifacts or even crashes the browser. Why does this happen? How do we fix it? Let’s try to understand.

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GPU Animation: Doing It Right

Should You Be Blogging If Your Target Audience Doesn’t Read Content Online?

The Internet is perhaps the single biggest technological development to affect the world of mass media, making it easier and faster than ever for just about anyone to transmit messages to as many people as possible. The Internet lets audiences provide feedback to whatever content you throw out there, which they can also share with each other. But as a business, what if your audience isn’t online? Let’s say that most people who buy at your store—an arts and crafts shop—are seniors. Naturally, you may think your target audience is composed primarily of people above the age of 50. In…

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Going Omnichannel | A Robust Framework for eCommerce Enterprises

Consumers in the digital age want an integrated shopping experience. They might browse an eCommerce website on mobile but ultimately make a purchase from desktop. Or they might pay online, but pick up the purchased item from the store.

Such user behavior has been highlighted by a 2014 GfK study: “With people constantly moving between devices, it is important for marketers to reach their audience across all platforms. Brand experiences should be consistent, allowing for people to begin an activity on one device and finish on another.”

In this post, we discuss a robust omnichannel strategy that can help eCommerce enterprises create such integrated experiences across devices. The strategy includes:

  • Understanding cross-device user behavior
  • Crafting smooth shopping experiences across channels
  • Forming organizational structures that support omnichannel

But before we begin, let’s see how an ideal omnichannel experience for a consumer, say “Sarah” would look like:

Sarah is checking Instagram from her mobile and likes a dress her friend is flaunting. She visits the retailer’s website on mobile. She adds the product to her “wishlist” on mobile. Later during the day, she accesses her wishlist on the desktop, with the decision to make a buy. She chooses the option “inform when available in my size” and 3 days later, gets an email notifying her about the availability of the dress. It also informs her that “click and collect” is available on the product. She decides to pick up the dress from a physical store.

So how do eCommerce enterprises go omnichannel successfully? Let’s talk about the three steps.

Tracking Cross-Device User Behavior

The fact that people toggle among multiple devices throughout the day makes understanding the cross-device user behavior an absolute essential for eCommerce enterprises. Traditional analytics tracking tools such as Google Analytics do not offer the scope for establishing a connect between users and their disparate gadgets. Cross-device tracking removes this barrier for eCommerce enterprises and enables them to understand their users’ behavior across all touchpoints.

Cross-device tracking allows enterprises to understand whether a person browsing a website from smartphone X is the same person who made the purchase from laptop Z. Such information is important to rectify conversion credit allocated disproportionately to the last device of purchase. So if the use of mobile devices leads to desktop purchases, eCommerce enterprises might want to spend more on mobile ads and mobile website optimization.

cross device user tracking
A simple representation of cross-device usage

There are two main methods to track cross-device user behaviordeterministic and probabilistic.

Deterministic Device Matching

This methodology makes use of user’s signin information. As users are required to sign in to the website on each device they use, enterprises can track their behavior across all touchpoints. User Authentication is a type of deterministic device matching. It uses specific identifiers such as a customer ID, signin information, and so on to study and form a link between user behavior across devices.

Probabilistic Device Matching

Unlike deterministic device matching, this cross-device tracking technique does not rely solely on the user’s signin information. As the name indicates, this method computes the probability that various devices belong to or have been used by the same individual. An example of how probabilistic device matching works is extrapolation. For example, if a mobile and a tablet use the same Internet connection, it can be extrapolated that they belong to the same household. Device Fingerprinting is another famous probabilistic cross-device tracking technique. It combines device settings and browser options with some other attributes such as WiFi info, IP address, and more to identify users.

Build Smooth Shopping Experiences Across Channels

The next step, after tracking and understanding user behavior across devices, is to create seamless experiences for your users.

Walmart CEO, Doug McMillon shares his thoughts on a seamless customer experience:

“Ultimately, customers don’t care about what channel they’re shopping in or about how we deliver them a product or service. They simply know they’re shopping with Walmart.”

For Walmart, no matter what channel their customers buy from, it is important that they recognize the brand and get the same shopping experience throughout. Creating cohesive, consistent brand voice/experience can help eCommerce enterprises pave trust and encourage strong engagement, and, therefore, improve sales.

Other than brand consistency, a smooth and seamless shopping experience also constitutes customer experience. Hubspot talks about Oasis, a UK fashion retailer, in their seven inspiring examples of omnichannel user experience. On entering one of their stores, you’ll find sales associates walk you through all the product-related information using iPads. So, just in case something  is out of stock, the staff places an online order for the customer and the item  is shipped directly to customer’s home.

Here’s how Oasis uses iPads in-store to assist customers:

Omnichannel Strategy Oasis
Source

eCommerce enterprises should focus on the following points for providing a superior omnichannel shopping experience:

  • Providing relevant local information
  • Ensuring faster, safer payment solutions
  • Providing personalization
  • Making use of advanced technologies

Providing relevant local information

 A post on Think with Google reports that 75 percent of the shoppers who find local retail info in search results helpful are more likely to visit stores. For eCommerce enterprises, this data opens up a number of opportunities. For example, eCommerce enterprises can  inform online customers looking for a particular item online about its availability at a nearby store. To make this activity more effective, they can use geo-targeting to drive more in-store purchases from people  from the local vicinity who have an intent to buy.  Moreover they can also provide information such as local store hours, directions to the local store, or any discounts running in the store. Providing local relevant information online can also help convert more of those shoppers who view shopping as an experience and not just a purchase activity. Retailers, on the other hand, can benefit from the impulse buying tendency of people who exhibit a search online, shop local behavior.

Ensuring faster, safer payment solutions

 A Search Engine Journal post lists 10 popular online payment solutions such as Amazon Payments and Google Wallet. As these options are trustworthy and secure, these will encourage users to pay from any channel that they use.

Deploying these payment solutions is a win-win for both the parties, because these solutions are  convenient, quick, and trustworthy.

Providing Personalization

The interconnected and digitally empowered consumer demands relevant and personalized experience. For an omnichannel player, this would mean understanding which devices are used by the consumers and how. For example, Evergage talks about how eBay creates omnichannel personalization for its users. The eBay mobile app allows users to enable push notifications, which informs them about the start or end of any auction. The desktop site, on the other hand, is designed for easy search and window shopping.

omnichannel strategy - ebay personalized push notification
Source

Advanced Technologies

Innovation and technology enhance the omnichannel experience both for buyers and eCommerce enterprises. Using virtual reality, for example, can help eCommerce players make use of virtual environments that are otherwise difficult to create inside a store. For the user, these technologies can address buyer’s uncertainty.

For example, before making a decision to buy a hat, a person would like to know which hat type, color, width, and so on would suit him the best. Without physically trying a number of different hats, he can use such technologies to find out what looks best on him. For the eCommerce enterprise, this means being able to provide their users with better services and experience even if all the types of hats are not physically in store.

Tommy Hilfiger also provides a fantastic in-store VR experience. As a result, shoppers can view virtual catwalks and shop the season’s runway styles.If you are looking for more on the who and how of virtual and augmented reality in retail and eCommerce, here’s a Forbes post to read.

The following image shows customers experiencing Tommy Hilfiger VR:

Virtual Reality in Tommy Hilfiger Omnichannel Strategy
Source

Forming an Organizational Structure that Supports Omnichannel

Customer experience might suffer if an eCommerce enterprise is not structured to meet the requirements of omnichannel retail. When departments operate in silos, the problem of sales attribution often arises. Such conflicts are unhealthy, as they can jeopardize the enterprise’s ability to deliver a smooth omnichannel experience.

An organizational structure that is better aligned for omnichannel, requires various departments within an organization to work together and be accountable to each other. Macy’s, for example, has also completely restructured their merchandising and marketing functions. They have also created chief omnichannel officer positions in their organization.

Keith Anderson, SVP Strategy & Insight, Profitero,  suggests the following when it comes to creating supportive organizational structures for omnichannel.

“Here is the approach I suggest:

  • Top-down commitment and support are essential. In the absence of the same, many organizations fail to prioritize or align on how to implement and execute on omnichannel.
  • Key functions should be responsible, but the whole organization is accountable. Certain teams or titles should be primarily responsible for doing the work of marketing and selling through all channels. But the entire business should be accountable. There is a risk in simply appointing a “head of omnichannel,” without anticipating the impacts on other functions such as customer service, finance, and logistics. Digital and omnichannel competency is necessary for all company functions and disciplines, not just an isolated, specialist team.
  • Definitions of success and incentives matter. Many companies that try to embrace omnichannel discover internal conflicts driven by misaligned incentives. For example, who gets the credit for an online sale fulfilled and collected in-store? How are inventory and labor costs allocated?

Ultimately, KPIs and incentives need to balance near-term and long-term goals such as maximizing profitability in the short-term versus growing market share. Also, enterprise success must always be prioritized over success in an isolated channel.”

Conclusion

While creating  customer-centric experiences is the key to succeeding with omnichannel, it begins with understanding user behavior and extends to framing the right kind of organizational structures. There is a huge scope for eCommerce enterprises to adopt and excel at an omnichannel level, given that they make use of user information, technology, customer service, and their internal structures efficiently.

Over to You

Have feedback on how eCommerce enterprises can develop a robust omnichannel strategy? Please leave a comment.

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Going Omnichannel | A Robust Framework for eCommerce Enterprises