MARKET REPORT Digital Channels
“When people hear of a brand or your company name the first place they will
head to is your website. So, it’s imperative you have it right. Around 60% of
resellers have a great blend
of digital channel as well as
traditional telephone sales
operations – combining the
two. I would say it’s probably
lead by digital and con rmed by
telephone.”
Richens said, “When was
the last time you updated your
website? When was the last time
you actually used your website?
Your website is the backbone
of your business and your
sales and marketing strategy:
88 per cent of consumers will
research product information
before they make a purchase
online or instore. Your website
serves as the home base for this
research: customers will visit
purchasing decisions are researched online.”
Steve McIntyre, Chief Marketing Officer, Nimans
your website to get a clear idea
of your band, and what kind of
services or products you o er.
All of your digital channels &
communications – content,
emails, advertising, social media
– will also point to your website.”
Sparrow added, “A useful
website that customers and
prospective customers enjoy
using is essential. Pay attention
to what customers want and
the user experience you are
providing, with a constant
focus on the actions you want
people to take. Too many
companies focus on talking
about themselves, rather than
the solutions they can provide
and the problems they can solve,
WHAT ABOUT GDPR?
Paul Richens, MD of Tricca
“Despite GDPR scar mongering,
e-mail marketing can be
effective but don’t be a
spammer and use a compliant
subscriber base. Having regular
communication with your base
is an important digital tool that,
when done well, will generate
leads. A carefully crafted email
marketing strategy that tailors
messaging to target specifi c
segments of your customer
database can be very effective.
Don’t assume that you have to
send every type of message
to every type of customer. Be
focussed, know your audience
and target with specifi c and
even personalised messaging.”
while making it easy for people
to contact them.”
Morey said, “We’re glad to
say that most partners know the
value of a good website. We’ve
seen them investing a lot of
time, e ort and money on their
websites. What they also need
to be mindful of, is the fact that
a great site just isn’t enough,
partners need to keep the
momentum going with regular
content and ensure their website
is up to date.
“In addition to a great website
and solid content plan, partners
need to start using tools to
enhance user experience, capture
data, track visitor behaviour and
encourage repeat visits.”
ED SAYS…
There is so much to learn in the sphere of digital marketing most partners are going to
need some help in generating the right leads and developing a content strategy which
will put them in the hearts and minds of their customers before they make purchasing
decisions. The simple fact is, as younger generations move into positions of power
within businesses, digital channels will become essential to master for partners
looking to survive and thrive.
©ipopba_vfx-stock.adobe.com
page of the review site and any
instructions.”
Your online ‘shop window’
Creating a website can be as
easy or complex as you care to
make it. If you spend any time
looking at multiple reseller
websites it doesn’t take long
to nd some shocking e orts
at creating an online shop
window. Why is it so important
to have a website which not only
looks good but also functions
well?
Steve McIntyre, Chief
Marketing O cer, Nimans
commented, “ When people hear
of a brand or your company
name the rst place they
will head to is your website.
So, it’s imperative you have
it right. Around 60 per cent
of purchasing decisions are
researched online. Web tra c is
up over 30 per cent this year at
Nimans and we are continuing
to develop our online presence,
completely revamping our
e-commerce platform later this
year for example.
“Some of our most successful
48 | Comms Business Magazine | July 2019 www.commsbusiness.co.uk
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