You can make your teams love guidelines!

All companies need guidelines. Guidelines help teams align behind the company’s vision, strategy, and operational model and are critical to the success of your business. Without clear guidelines, your brand image, strategy, resources, costs, and security are at risk. Guidelines aren’t meant to “annoy” teams; they are established to support a healthy business and all teams should follow them. So why is it that teams tend to not like guidelines and often try to get around them? Teams may believe that their business needs justify not following existing guidelines because Read more…

A data-driven approach drives business – and reduces marketing costs

A “data-driven approach” is not just another buzz word, It’s a solid approach to getting the most out of your marketing investment – and optimizing its impact on your business. Learn these 5 guiding principles of a successful data-driven approach. 1) Understand your customers and their needs If you want to make your customers happy, you need to know them and their needs. The more data you collect about them, the better. But if your customer base is large, having individual profiles may be tough to manage. In that case Read more…

Web centralization vs. localization – where to place the cursor

Most international companies face the same dilemma: should we set up and manage our online presence centrally? Or should we let our local teams take responsibility? The answer is probably somewhere in the middle. It makes a lot of sense to design your end-to-end online user experience centrally, including navigation, information structure, page design, etc. Setting up centrally, then deploying locally certainly drives savings vs. starting from scratch in each country. Another great benefit is ensuring a consistent brand experience across countries. The next logical question then is, what is Read more…

Top 25 website KPIs your company should be monitoring

Today’s web tracking solutions track a very large number of key performance indicators (KPIs). They help companies like yours understand the people visiting your websites, the way they consume your content and how they drive business for your company. However, many companies spend so much time creating web reporting across all these indicators, that they end up without the resources or time to analyze their findings and turn them into actionable insights to use to optimize their digital presence. If this is your company’s situation, the good news is that Read more…

“Web performance is an IT issue” … actually, it’s a business issue

Digital technologies have come far since the 90s. You’ll rarely have trouble finding technical people who can implement the services that your business and marketing teams want to provide for your audience. Of course, some things still can’t be achieved – or only at a very high cost – but it’s uncommon. Focus on your business, what you need to measure and what KPIs are essential. The technology will follow. The million-dollar question about web performance is not which technology you use to measure it but what you measure, i.e. Read more…

Digital transformation… are you on the right track?

Nowadays, most companies are leveraging the power of new technologies. They are adapting the way they engage with their audiences and, in some cases, are developing products and services specifically for online use. Still, some companies are pushing the “pause” button, wondering whether or not they’re on the right path. Is your digital transformation on the right path? Important questions to help with your assessment. Did you define clear business goals for your digital activities? Have you shared business goals across your company, in particular with your digital team? Are Read more…

5 keys to a strong online experience with your brand

Customers are encountering an ever-increasing number of brands, communication supports and communication messages wherever they turn. So more than ever, your company must make it easy for customers to find you, engage with you and do business with you. A unified and consolidated online brand experience is a must-have. Follow these 5 steps to ensure a unified online customer experience. 1) Understand your current situation. You need to have a holistic view of your company’s digital presence across your websites, mobile applications, social media pages, etc. 2) Provide a simple Read more…

How to efficiently set up your marketing automation solution

A marketing automation platform is a powerful solution to automate fundamental components of your digital activity. Still, it’s not a “magical” tool. It’s up to you to define the intelligence that will be built into the platform. Here are some essential features to look for when selecting a marketing automation platform. Does it offer key capabilities for supporting your business needs? How fast and easy is it to implement? How much effort is needed to integrate it with your existing databases, systems, and processes? Does it offer some customization options Read more…

Don’t let microsites get out of control

You probably hear many justifications for creating microsites: “I want to have a website that I can fully control.” “If I send my audience to the master company website, they may go somewhere else on the website, and they get away from the product lines I’m in charge of.” “The experience, design, and page templates of the master website don’t meet my needs.” “It’s easier and faster to create a new website than to get content published on the master company website.” “Leads from my area of the master website Read more…

How to ensure “big data” means “big insights” for your company

Never before have companies collected so much information from their points of sale, websites, mobile apps, social networks, etc. However, the reality is that very few companies today fully leverage the power of this data. Don’t miss out! Big data is a unique opportunity for your company to gain an edge over the competition. Big data is extremely powerful. It enables you to collect large volumes of data about your audience, gain deep knowledge about them, and better address their needs. How well is your company leveraging the power of Read more…

“We need more money and resources” … no, you probably don’t

Sometimes company teams feel that they’re overloaded with project execution, new project set-ups, meetings and administrative tasks. Do they necessarily need bigger budgets and more resources? There are other solutions… Closer collaboration between teams It’s not unusual to see several teams working in parallel on similar projects. It could be due to lack of visibility over projects led by other teams, or because the project developed by one team doesn’t fully meet the needs of the other team, or even because a team wants to keep the pride of launching Read more…

Digital dashboards make it easy for your teams to get analytics

Nowadays, most companies use web tracking solutions (Google Analytics, Omniture, AT Internet or others) to collect large volumes of data on the usage of their websites and mobile apps. And most of their employees have access to these web tracking solutions to set up reporting. So you would expect that all employees are empowered with key analytical data, are analyzing them, and turning them into key actionable insights to optimize the company’s digital presence. In some cases, it’s true – but not always. Why? To understand this phenomenon, let’s analyze Read more…

Having content is not enough… your company needs great content

Your business may not be a media company, but being on the Internet effectively turns it into a newspaper, TV or radio. The Internet is all about “publishing” and in order to succeed, you need to adapt and become a content producer. Content is critical to your business. Great content will convince your audience of the value and benefits of your products and services, maintain your engagement with them over time, and support your business. All companies have content, but how many deliver great content? Do you? You yourself may Read more…

Is your digital strategy really supporting your business?

Digital transformation is at the heart of business’s strategic priorities. Whether it’s because companies fear to be uberized or whether it’s a desire to enjoy the fruits of the ongoing paradigm shift, the impulse for change is now well established. That being said, companies must ask the right questions before committing significant resources and budgets to their digital transformations. What are the business goals of your digital strategy? Clearly define the objectives of your digital strategy – visibility and awareness, revenue growth, loyalty, etc. – and establish priorities. If you’re Read more…

Insights to evolve (not revolutionize) your group in the digital era

A company is often like a large ship. Don’t try to make it move as fast as a fighter jet; it might break. Take some time to plan your digital strategy up front and initiate a positive and progressive transformation. It may take some time, but it will be worth it. First, think about your audience. Are they looking online for the type of products and services your company offers? Are they, or could they be buying these products and services online? And who influences them in their online choices? Read more…