you want it the most? As you invest in new platforms
and services, don’t forget to continuously improve your
SEO position. It’s worth measuring, planning, enhancing
each and every month. As SEO models change, don’t be
While you can read a lot of white papers on “digital
relevancy,” the two words say it all. How relevant are
your digital platforms (website, eProcurement, mobile
app) to your audience and the desired behavior you are
looking for? Digital relevancy is something you must
continuously strive for and it can be a moving target
with ever-evolving buying patterns, personas and an
increasingly competitive landscape, particularly with pure
e-tailers now fully in the mix with industrial B2B.
Our customers and their processes are changing.
Website and mobile technology and associated best
practices are changing. When is the last time you
evaluated your website against new best practices? Are
you investing in digital as well as sales and logistics?
The challenges will keep coming with Industry 4.0 and
growing customer expectations for operational content
and analytics platforms. We all believe we understand
our customers but the nature and frequency of our touch
points are evolving. As an example, just look at the trends
of phone vs. email and text in your business. How has
mobile affected those touch points? Further, how many
third parties now stand between you and your customer?
As eProcurement platforms evolve, we must evolve, too.
We must truly understand the multiple stages of
engagement on the digital front and how successful
we are at each stage. Like anything else, this should
be measured, quantified and continuously improved.
Customers want seamless engagement and if we lose
them on our digital platforms, we will likely not be
successful as technology will become more dominant in
our space. While not espousing any specific measurement
tools here, they are ubiquitous. Digital relevancy is a
complex undertaking and deserves a disciplined approach
and honest and quantifiable evaluation.
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