BC NA December 2020

(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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