Wednesday, June 27, 2012

The Digital Journey

Last week, I fortuitously ended up in a meeting between a client's digital marketing team for a food-centric website, and Cisco's director of marketing for Cisco.com and our social strategy.  The meeting topic was monetizing customer traffic, or conversion, and the client is having a tough time figuring out where to focus their efforts.  Their content is great- dynamic, relevant, and very useful.  Yet, short of a small online storefront, they don't really have a way to capture customer wallet share.

Cisco's Marketing Director shared our company's philosophy for website interactions with visitors: the Digital Journey.  Cisco has mapped out about 10 "digital journeys" that are as close to a "typical" interaction with our company as possible.  The layout of the website, SEO strategy, and all marketing accompaniments are created in support of these visitor journeys.  Cisco felt that it was such a critical piece of the digital strategy that there is a full-time employee whose entire job is to map these journeys and pick up where changes are occurring (ie, more people accessing from mbolie devices) so we can get ahead of the demand.

The Slide above shares some interesting stats about Cisco's website evolution, including the rapid increase in mobile access, paritcularly from tablet users.  Interesting also are the stats around search referrals and how many organic referrals are received- I'm sure this is a factor of the strong brand recognition and dominant market share position of the company.  It's a good thing that Google works so well on smartphones.....


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