Keith Klade, Vice President of eCommerce // September 18, 2016
The demand for On-line Business-to-Business (B2B) eCommerce is growing at a tremendous rate and it is no longer an option, but a necessity.
We have a very fluid approach to this. We move efficiently through the process, starting with: What’s the goal? Simple enough question but you may be surprised at how often the answer is too vague. This is where success (or disappointment) begins. A true Digital Marketing goal gets to the heart of the primary goal of a company. Once we have a legitimate, single minded goal we start developing the strategy. It should be repeatable and linked to agreed upon metrics. These metrics do more than help us determine success, they help us evaluate tactics and make improvements.
Every company is different. We will meet you where you are. What marketing assets do you have? Can we create more in a reasonable timeframe and budget? Are they likely to meet an established goal or do we create a goal based on what we have? What has worked for you? All simple yet indispensable questions.
eCommerce is a journey – a metamorphosis – from being internally focused to buyer-centric. And here’s the secret – it’s not all driven by technology.
VP of eCommerce