As you know, the decision-making path of consumers has changed with the explosion of digital technology, easier access to the Internet… But especially with the development of smartphones.
Now consumers have the power. They can connect anywhere, anytime, and search at a glance for solutions to meet their needs.
For companies, it is crucial to put in place a digital strategy in order to be present at every stage of the customer journey.
💡 the goal? Meet the expectations of consumers before their competitors, in order to be the natural choice of the customer when making his purchase decision!
But be careful, going digital is not just sending emails! Your company’s digital strategy must be precise and comprehensive, and must address all aspects of your consumers’ decision-making journey. This is what will allow you to deliver the right communication, at the right time, to the right person and on the right medium!
A disrupted decision-making journey
First consequence of the digital explosion: the consumer’s purchasing journey is no longer linear. For example, he can start with a search on the web from a family computer, then locate a product and decide to continue his research from the brand’s mobile application. Then, he can browse the web to see product reviews, passing on specialized sites or on social networks.
Once convinced, he can choose to make his purchase on line, off line (in point of sale), or both (Click & Collect, for example).
What must be understood is that with digitalization, the possibilities for a company to enter into communication with its customer multiply at each stage of the decision-making process.
Developing a digital strategy is therefore essential to grow your business and stand out from your competitors.
How to set up an efficient and sustainable digital strategy?
To implement a digital strategy that adapts to the customer journey, it is important to respect a few principles:
- Define your objectives: increase your visibility, your volume of contacts or sales, your notoriety, your turnover… To define them, use the SMART matrix (specific, measurable, attainable, realistic and measurable objectives over time).
- Understand and know your consumers: to know your target, the first thing to do is to create personas, the files of fictitious people representing your customers. This will allow you to segment your audience, to get to know them and their background better, and therefore to best meet their needs.
- Define a strategy to optimize contact points: as you can see, the consumer’s journey today is cross-channel. It is important to optimize each point of contact that it has with your brand in order to make it a lever for conversion.
- Monitoring its performance: this is an aspect that should not be neglected! Monitoring the performance of your actions via web analysis makes it possible to determine their ROI and to make trade- offs accordingly.
But before you put all this in place, you must of course respect a basic principle: your website must be efficient, mobile first (your Internet users must be able to navigate easily from their mobile) and be in compliance with the GDPR.
From there, you can put in place actions aimed at strengthening your visibility: natural referencing, paid referencing, advertising on social networks, but also setting up personalized messages to reach consumers at each point of contact.