Today, most customers are experiencing the "Amazon effect"; that is, ease of search and one-click ordering using prestored payment information. They get things delivered the next day while being updated about the status of an order, shipment, and delivery with simple emails or text messages. They expect similar ease of use, speed, and convenience from other businesses as well.
In addition, they expect real-time problem-solving when faced with service hiccups. If they’re not happy with the experience and quality of answers, they take their frustrations to Twitter or some other social media of their choice. In the era of Twitter and Instagram, even a 24-hour reaction time is too slow.
Positive digital marketing experience is vital to the success of every business. It directly impacts revenue and profit. Yet it is very hard to measure it. It is even harder to improve it. Such an effort requires an innovative, cross-functional, and interdisciplinary approach blending marketing, sales, customer service, digital technologies, and finance, supported by real-time advanced analytics, automation, and subsequent real-time alerting.
Greg Gutkowski, Digital Strategist and Bestselling Author has over 25 years of multidisciplinary global business experience spanning marketing, sales, and IT management, as well as Internet software development, IoT, advanced data analytics, and journalism. Greg has earned the following advanced degrees: MBA in IT Management, MS in Economics, MS in Journalism.
He currently runs the business analytics software company 3CLICKS.US and teaches business analytics and digital strategies at the University of North Florida Coggin College of Business.
Greg has worked over the years with customers from various industries. He has helped, among others Allstate, American Express, Aon/Hewitt, AT Kearney, AT&T, Blue Cross Blue Shield of Illinois, Charmer-Sunbelt, Continental Bank, Dean Foods, Exxon-Mobil, First Bank, John Alden Life, Ralph Polo, United Stationers, and University of North Florida.
He has also designed analytics systems for several K-12 public and private school districts across the United States to assist them in evaluating the effectiveness of various education programs. His analytic software has been implemented by many leading US school districts.
CHAPTER 1: Digital Marketing Introduction
CHAPTER 2: Digital Marketing Foundations
CHAPTER 3: Digital Marketing Framework
CHAPTER 4: Email Marketing
CHAPTER 5: Social Media
CHAPTER 6: Paid Ads
CHAPTER 7: Competitive Analysis
CHAPTER 8: Readiness Index
CHAPTER 9: Marketing Analytics
CHAPTER 10: Customer Experience
CHAPTER 11: System Integration
CHAPTER 12: Digital Marketing Strategy