Enhance Your Digital Commerce Strategy: Key Steps

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Enhance Your Digital Commerce Strategy: Key Steps


The Gist

  • Adaptable roadmap essential. Building, borrowing, or buying capabilities key for dynamic digital commerce strategy.
  • Investment priority shifts. CMOs focus on enhancing digital commerce capabilities, crucial for revenue growth.
  • Holistic strategy needed. Successful digital commerce requires integrating people, processes and technology

In recent years, the success of digital commerce in generating revenue has prompted greater expectations for returns and investments. According to Gartner research, 90% of CMOs say that increasing investments in additional capabilities to support digital commerce is a priority for the next 18 months. These investments are vital for supporting revenue growth and digital commerce success. Let’s take a look at digital commerce strategy.

Many organizations prioritize technology investments but fail to address broader capability gaps in terms of processes and people. To identify and prioritize where investment is needed most, digital marketing leaders should work to develop a roadmap that addresses holistic capability gaps (people, processes and technology) in order to support future ecommerce growth.

Related Article: Customer-Centric Marketing Strategy: A Leader’s Inside Look

A woman browses online for cargo pants on a laptop in piece about digital commerce strategy.
To identify and prioritize where investment is needed most, digital marketing leaders should work to develop a roadmap that addresses holistic capability gaps (people, processes and technology) in order to support future ecommerce growth.Stanisic Vladimir on Adobe Stock Photos

Digital Commerce Strategy Step 1: Conduct Operational Capability Gap Analysis

The operational capabilities required to enable digital commerce vary by route-to-market (RTM). This depends on whether the organization leverages a direct RTM, (e.g., selling via owned sales channels), an indirect RTM (e.g., selling through third-party sales channel partners), or a hybrid RTM which is a combination of the two.

Digital commerce operates in isolation in many organizations, but digital marketing leaders need to change this by taking a more holistic approach. Digital commerce strategy must be integrated into the governance and operations of each function involved regardless of the RTM leveraged.

Let’s look at advertising as an example. When thinking about the capabilities that should be considered foundational for advertising, the approach for organizations with an indirect RTM should be different from that of a direct RTM model. For an organization with an indirect RTM, it’s important to focus on the people, processes, and technology to support advertising through channel partners’ retail media networks. However, an organization whose digital commerce relies on direct RTM should invest in capabilities to support performance marketing for direct channels, such as media buying and SEO optimization.

Marketing leaders should think about the foundational capabilities required across a range of disciplines, including selling, experience, data and analytics, logistics and customer service in order to identify the people, process and technology capabilities required for their specific RTM approach.



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