Are you trying to increase the efficiency of your online presence but don’t know which digital marketing tools to start with? Do you want to boost conversions and stop spending more on your PPC campaigns than you’re earning on them? Or have you just adopted a new digital experience platform (DXP) and are about to dive deeper into the world of digital marketing but don’t know what to focus on? Read on to find out how understanding the level of your business’s digital experience maturity can steer you in the right direction!
Convert online visitors with confidence.
Let’s face it—it’s no longer enough to just get people to visit your website. In the oversaturated world of online content, we need to make sure we do everything we can to offer online visitors what they came for. We need to capture their attention, nurture them, and lead them to a conversion with all the power and tools we’ve got.
To do so, we have to be able to speak to them directly, with a message that is tailored to their specific needs. After all, research shows very clearly that not only are consumers more likely to consider purchasing from brands that personalize but also purchase repeatedly and recommend your brand to friends and family. In this case, shooting in the dark might cause more damage than profit. The only way to get this right is to be absolutely certain about who our visitors are, what they want, and how they interact with our website. Now, does that sound overwhelming? Not at all!
Leverage the power of digital marketing tools.
Luckily, enough years have now passed since the times when addressing this issue was new and the solutions were uncertain. Nowadays, we can rely on digital experience platforms, providing an entire arsenal of digital marketing tools that help us get everything we need—from understanding user activity on our web to creating perfectly personalized messages.
Combining content management system (CMS), online marketing, and commerce features allows us to step into a world of well-tailored digital experiences through which we can boost visitor engagement without too many question marks. One question remains hanging though, do we all start at the same place to achieve positive results for our specific business needs?
Knowing where to start with your DXP is key.
When it comes to customer engagement, building stable, personal relationships with our customers requires a well-balanced stack of tools to optimize our performance. Leveraging features like marketing automation, content personalization, A/B testing, search engine optimization (SEO), lead scoring, social media marketing, marketing analytics, and more are without a doubt key ingredients in our recipe for success.
However, just like a young student trying to cook a truly sophisticated dish when the top of their culinary experience is pasta with ketchup, or forcing a Michelin-star chef to use an underwhelming set of beginner’s knives to prepare his top-notch meals—we know it won’t work. You can’t skip basics and expect great results. Just like you can’t put a masterpiece together without using appropriate tools. The right choice is important and being aware of what is reasonable to aim for when it comes to your abilities and needs is essential.
Secure positive ROI through understanding your digital experience maturity.
The same applies to the ‘so called’ digital experience maturity, or customer experience maturity, as some say. Depending on how digitally mature your business is, there’s always a suitable set of tools and recommended steps that are appropriate for you to take in order to reach maximum efficiency of the adopted solution.
It often happens, just like the unskilled student, that companies get really excited about the features that their DXP of choice and MarTech stack offers and want to start using them right away—only to get disappointed that they’re not reaching their desired objectives. For instance, they want to utilize A/B testing and have big plans with it but they don’t know their personas at all. Sure, they can set it up anyway, they know how to use the feature, but are they ready to do it right? And most importantly, will it bring the results they hope for?
Assess your level of digital sophistication.
To ensure you reach the best possible success in the adoption of the digital marketing tools within your digital experience platform, we’ve created a helpful guide for you—the Kentico Xperience digital experience maturity model. It’s an easy way to establish the level of your digital sophistication and a roadmap to show you the most suitable journey to reach your set goals.
It’s based on thorough research of our customers and their individual needs and demonstrates that each digital marketing feature has its own time best suited for its implementation. Just explore the individual criteria and see where your business is at. Are you at an early stage, aiming to start utilizing DXP features that belong to a more digitally mature stage? With this model, you can clearly see the path to follow on your way to growth.
Explore every step of your digital journey.
It’s always good to remind yourself that beginning in the middle of something doesn’t make much sense and can turn out to be rather impractical. The same rule applies to increasing the efficiency of an online presentation of your company. First and foremost, the website has to be built on a stable DXP foundation—it needs to follow best practices in terms of SEO and have a clear structure that copies exactly what visitors are looking for. Everything else comes next, step by step.
And the digital experience maturity model will help you identify where on your digital journey you are and what to focus on to grow and reach your digital goals. Developing and executing on such well-considered strategies might seem challenging but if done well, the effort gets converted into solid digital experiences, guaranteeing you a positive return on investment.
Would you like to know more about the digital experience maturity model and how to leverage it to its fullest? Get our free e-book or talk directly to our experts that will walk you through the possibilities and best ways to boost your solution efficiency!
Alternatively, join us for the upcoming Kentico Xperience Connection 2022 virtual event taking place in March, where the topic of digital experience maturity will be discussed thoroughly!
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