Making E-commerce Easy

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Helping businesses do business online

Channel specific strategy vs a Consumer Strategy

In the Ecommerce business you quickly realize that lots of Marketing Managers compartmentalize strategies for TV, radio, print, strategy, print, online, mobile and social. Very often they have different teams working in different ‘silos’ to work on these different channels. I cannot tell you how often the online / etailing division just seems to be out there on its own, with nowhere the same kind of emphasis that say mass media gets, or even social gets.

Whats so often missed is a seamless strategy that just focuses on the consumer irrespective of the medium.

Its nice to say that convergence is the keyword and all that jazz, but very few execute it in a seamless manner which follows a customer
from awareness through mass media,
making it easy to research and review the brand and its products and services online with helpful reviews and videos,
and being present in the relevant search online when customers search for the products and services,
and then making it easy on the mobile to find the products and services closest on a geographical basis or in an online medium
and lastly being able to influence others about your brand on the social medium.

The strategies need not be built around the channels, but all around the consumer and thats easier said than done.

At Tenovia with 10Commerce we’re pushing ourselves and our customers to make things more consumer centric at all touchpoints that we interact with our customer’s customers on: Online, Mobile, Social, and Direct. Okay so thats the self publicity bit. Its our blog after all. :)