For today’s marketers, online channels present a vast array of new opportunity – as well as the potential for costly distraction. New and emerging platforms — such as social and mobile channels — continue to evolve the online landscape of consumer engagement. As a result, success metrics and economics can change quarterly depending upon customer adoption curves. Marketers can, and should, choose from a broad menu of customer connection points. But there are endless permutations of online brand building, customer sourcing and repeat driving levers. Which should companies pursue?
There’s also a caveat: Investing early in new applications and platforms can be risky – drawing both time and funds. For example, you may take the plunge and allocate significant resources toward building up a social coupon campaign. While this may have worked for brand X, you might find that your high-cost new customers are more interested in finding the next deal than repeating a purchase.
It can be challenging to find what sticks. Here are my top four tips on building a successful, sustainable campaign online.