Almost every single meeting I go to these days, involves a conversation around brands wanting to grow their own e-commerce, so they have more margin control and customer data that is truly their’s, rather than a partner like Amazon’s. The problem is that most founders, brand managers and even CMO’s lack the digital chops to get it done. That is not an insult, just an observation from the field.
Truth is there are plenty of great branders and marketers out there who never had to learn digital, especially this current landscape we live in. Nowadays many are just a bit outside of their comfort zone. As a result, they either try silo’d tactics with shiny platforms like Curalate, HubSpot, Mixpanel, Bounce Exchange etc., that ultimately fail because they are not part of a bigger, more strategic plan OR just sit on the sidelines and don’t actually do what they know deep down needs to be done.
We created a product called The Digital Deep Dive a couple of years back to help brands change that trajectory and get a handle on their digital footprint. With each passing month the need gets stronger and the ecosystem becomes more diverse and difficult to navigate. You must be looking under the hood to assess if you are doing things the right way and that you are setup to win. It is not a complex concept and the impact is a powerful and meaningful one for any online business.
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