Getting to this level of data fluidity has not only led to consistent double-digit e-commerce growth for certain brands, but it has allowed our aforementioned CPG client to better negotiate data sharing with key retailers, forming a mutually beneficial foundation for a more informed and impactful e-commerce strategy.
►Optimize in a loop
Our typical marketing culture involves evaluating the performance of one twitter database campaign at a time. Agencies, including our own, are guilty of this. We know that the e-commerce business doesn’t operate on a schedule; consumer data flows in non-stop. So why don’t we apply this continuous learning, optimizing campaigns throughout their cycles?
The true benefit of end-to-end commerce is achieved when the extremes meet and become a constantly running cycle. One of our large electronics clients runs
We track media analytics, social campaigns, merchant feeds, supply chain indicators, and inventory, changing campaigns in real time based on a holistic view of all data. There is no beginning or end, just a continuous drive to improve the consumer experience and optimize sales.
The new buying journey is a continuous cycle, and businesses must adapt in the process. Scale what strikes a chord with customers and track key business trends and ongoing performance as a team. This shift breeds an entrepreneurial culture, with a constant test-and-learn attitude more akin to a startup than a Fortune 500 business unit. This fundamentally reshaped the agency-client relationship, and also our approach to the end consumer.
Businesses can no longer afford to plan for the e-commerce revolution – it’s here and gaining momentum.
Businesses can no longer afford to plan for the e-commerce revolution – it’s right here and gaining momentum. Adapting to changing consumer behaviors and transforming complex organizations can seem daunting, but we’ve seen customers successfully make the shift.
Audit and organize around measurable goals; break down silos and share data; and use that data to continually optimize the customer experience. The future of commerce and the recovery of your sales depends on it.
