When starting out in business or adding digital to the marketing mix we often have…
Have You Included This Important Factor into Your Digital Marketing?
I am a digital girl. I love how technology can transform our lives and our businesses however the one factor that always gets overlooked is the human factor. Despite the technology there is one vital component to the mix. People! It’s people that are using technology. We are the one factor that can make or break a digital channel or product.
For this reason you need to make your digital channels people friendly. You need to take into account how someone might logically think when navigating on your website or what path they need to take to click and buy from you. Looking at your data can help this process but you also need to consider how people factor into the equation.
It is people that are controlling the click of the mouse. Where it moves, what they click on, how it makes them feel… all important factors to take into consideration. It is people who are making the buying decisions (even if you have automated sales funnels set up). Everything we do from a technical aspect involves people on the other side.
Emotion should be part of the digital experience. How someone feels when they are on your website or Facebook page can determine the buying outcome. Are they inspired, impressed, frustrated, interested, angry, impatient? Can they find what they are looking for quickly? Are you making their online experience a positive one? If you make them feel good about the experience and you can merge their offline reality with online fantasy.
Most businesses never consider how to include people in the process when you are setting up your online experience. For example, many never look at the path to purchase before building a website. Most never test their website with their ideal audience to see if it ticks the boxes or totally confuses them.
Digital technology is simply the enabler. Business and buying decisions are made by people and it’s not just about the technology. The ability to digitally enhance your business processes is determined by a clear digital strategy supported by the C-suite or owners which then enables positive change to happen in your business.
Digital channels can play a part in changing your business culture, buying processes, lead generation and sales but remember at the end of the day it is people that you need to influence and have a positive impact on.
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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