A website always involves an investment of resources that is justified only to the extent that it meets its objectives. But are you clear about the objectives of your website? And more importantly, do you know how to measure and improve the degree to which your website is reaching its goals?
The management of traditional economy companies has led to the development of numerous methods to assess the degree of achievement of its objectives. The increase in productivity, cost savings, the fulfillment of the sales objectives or the total of useful impacts achieved by an advertising campaign, all of them correspond to a quantifiable goal to be achieved in a certain period and with an evaluation method to establish the extent to which the predetermined objectives were achieved. With the achievement of the various short-term objectives, the marketing agency seeks to achieve its strategic objectives in the medium and long term. 1. Your website must be aligned with your strategic objectives The objectives of the website are aligned with the general strategy of the marketing consulting company, marked by the General Directorate. So when we talk about the web, we don't talk about IT or Systems. We talk about Marketing, Commercial, Human Resources, Purchasing, and Customer Service 2. Your website must have tactical objectives to meet From the strategic planning, each department establishes the objectives of its area, also on the marketing consulting company's website. For example, a customer service department can download part of the work to its call-center using a complete Frequently Asked Questions (FAQ) page on its website or by inserting a query form that can be answered in low hours activity (many people will prefer to fill out a form with their query instead of waiting to be served 25 minutes while listening again and again to the boring melody of their 902). 3. Identifying the Key Performance Indicators Based on the tactical objectives of each department, ways of measuring the improvement in the degree of achievement of these objectives must be established on the web. Although it is interesting to know the global traffic figures of your website (unique visitors, page views, references, etc.) we must study in more depth those visits that reach the goal of ours. This is easy to see in an e-commerce store: of the total number of visitors that access the home page, only a part will use the product search engine. And of the latter, only a certain percentage will finally culminate in the online payment process. The relationship between total visitors and those who finally bought gives us the conversion rate to customers of our site. Obviously, the higher this percentage, the higher the performance of our website. This would be a Key Performance Indicator of electronic commerce. 4. Measure web performance The identification of the Key Performance Indicators allows implementing two fundamental processes to improve the performance of a website: Let's go by parts. The traffic statistics of a website, in general, contain information of a technical nature, in an excessively specialized language and measure endless parameters, most of them of little relevance to a department manager. These factors cause this information to be consulted only by computer scientists or webmaster and only sporadically. Now, if we identify only the data that allow us to measure each of the Key Performance Indicators that we have established for our website, what we will be doing will be “translating” the statistical data set into a much closer language that those responsible for each area can identify and relate. 5. Improve web performance From the identification of the Key Performance Indicators, we begin to measure point 0, that is, the starting situation of each Indicator. From that moment, each department can propose and develop strategies to improve the performance of its area. By having perfectly-identified indicators and a consistent and continuous way of measuring them, We are in a position to "test" strategies and almost immediately assess their positive or negative impact. This feedback will stimulate decision making and the initiation of actions to improve the performance of each area. Ultimately, the evolution of the Key Performance Indicators will give us the extent to which our presence in the network is aligned with the marketing agency’s overall strategy. Conclusion We can evaluate the ROI of our website, and we will be able to adjust the investment in it on a solid budget basis. The web is another scenario where you can develop business. Let's set goals, measure their achievement and act to improve.
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There are different types of leadership in the workplace, and each with its advantages and disadvantages. In the world of organizations, there are rarely recipes that work for all jobs, companies and teams alike, since what works and what does not depend largely on the context. However, knowing these types of leadership helps to focus on these issues.
The culture of the marketing agency, the objectives pursued or the personality of the employees, among other factors, determines which leadership style best fits the company. Within some organizations, even different styles of leadership coexist according to the tasks or objectives that must be met. So, as everything depends on the context in which we find ourselves, if we want to squeeze the maximum possibility of having a good leader or leader at the head of a team or organization, it is first necessary to know the types of leadership, since no one is superior to others. Types of leadership: what are the main ones? It is important to understand that the style or type of thought leadership marketing exercised by supervisors or senior positions in the marketing consulting company will always have consequences for workers, even if we do not realize or confuse these effects with the intrinsic personality of each person. Being clear about this is very important since leaders are agents who, by their power of decision, are in a privileged position when it comes to influencing others, for better or worse. That we have been in the same organization for many years and have always seen the same people behaving, in the same way, does not mean that this range of behaviors cannot be modified: varying the type of leadership strategy can emerge very different work and relationship dynamics, and in this change of mentality will participate much of the organization. 1. Leadership laissez-faire The laissez-faire leadership type, also known as delegative leadership, is a style of non-intervention and lack of regular feedback. The name refers to the French word "let go" or "let it be." The laissez-faire leader intervenes only when necessary and with the least amount of control possible. It is a non-authoritarian style that is based on the theory that employees with a lot of experience, training, and motivation need less supervision to be productive. Since these workers are experts and have the skills to perform independently, they can fulfill the tasks with very little vigilance. Advantage For some employees, autonomy is liberating, improves creativity and helps you feel more satisfied with the work that is done. This type of leadership can be used in situations where subordinates are passionate and enjoy high intrinsic motivation. On the other hand, sometimes this type of leadership allows people who are more specialized in their work or who provide greater added value not to be constrained by formalities and excessive organizational rigidity and do what they do best. Disadvantages Keep in mind that not all employees have these characteristics. This style is not appropriate when working with employees who do not possess the aforementioned skills. Many people are not good at assigning their deadlines, managing their tasks and solving problems that may arise. In other words, they have a much more passive working style in which everything depends on having very specific instructions and, in ambiguous situations, they do not have to apply common sense or tend to work less while waiting for more information. 2. Autocratic leadership The autocratic thought leadership marketing allows supervisors to make decisions and set guidelines without the participation of the group. The leader concentrates all power and no one defies his decisions. It is an exercise in unidirectional leadership; the only thing subordinates have to do is obey the guidelines set by the leader. Advantage It can be effective in work environments where decisions need to be made quickly. It also seems to be highly effective with employees who require close monitoring of activities, since eliminating the tendency of workers to relax can increase productivity and speed in tasks. Disadvantages The disadvantages of the autocratic leader are obvious. It does not take into account the opinion of workers and employees are simply people who must comply with orders. Some employees may feel undervalued and tend to show little affective commitment to the marketing agency, being able to leave the company or perform less. 3. Democratic leadership Usually called participatory leadership, this type of leadership is characterized by creating enthusiasm among workers by prioritizing the participation of the entire group. The leader promotes dialogue among his followers to take into account the opinions of the group, but the final decision is made by the superior. Advantage This type of leader wins the team because employees contribute to the decision process. Therefore, employees often feel part of the company and the changes that may occur in the organization, improving their affiliation and commitment to the marketing agency, in the same way as their productivity and innovation capacity. In this way, for example, it gives more incentives to stay in the organization, so it facilitates the retention of talent. Disadvantages Although there is some consensus in affirming that this type of leadership has many advantages, some researchers think that it also has its disadvantages. For example, disagreements between two or more parts of the group cannot be overcome or the road slows down when it comes to reaching a goal, compared to other leadership styles. Also, this type of leadership requires that the leader possess a great ability to maintain the motivation and collaboration of those who follow him, as well as full self-confidence. Otherwise, the balance of a set of individuals could be broken. 4. Transactional leadership The transactional leadership is based on transactions, in exchange processes between leaders and followers. Followers receive awards for their job performance and the leader benefits because they fulfill the tasks. Advantage It is a type of goal-oriented leadership and, therefore, followers are motivated with rewards for the results achieved. The transactional leader creates clear structures, where what is required of his subordinates and the rewards they will receive is well defined. Therefore, this type of leadership focuses on objective aspects and easily recognizable units of analysis, with which it is relatively easy to operate. Disadvantages The follower profile of the transactional leader is a rational individual, motivated by money and other benefits or rewards, whose behavior is quite predictable. Transactional leaders focus on the present and are very good at making the organization run smoothly and efficiently. However, although transactional leadership involves following certain rules and works very well in times of stability, in the changing world we are in today, where the success of companies often depends on continuous changes, there are more leadership styles effective. 5. Transformational lead The transformative leaders use high levels of communication to achieve the objectives and provide a vision of change that they manage to transmit to the employees. They bet to generate a shared and transversal vision about what the thought leadership marketing in which they work should be. Advantage This is one of the types of leadership that provide greater flexibility to the operation of companies. In this way, the leaders who work from this philosophy motivate and increase the productivity and efficiency of the group. They have a very broad vision of the work to be done, thanks to which they lead the change within the organization and can change the expectations, perceptions, and motivations of the team. Disadvantages Transformational leadership, instead of analyzing and controlling specific transactions using rules, instructions and incentives, focuses on intangible qualities, such as vision, shared values and ideas, to create relationships, giving more meaning to independent activities and to offer a shared vision that allows to work together with the followers in the process of change. However, at the same time, there are not many contexts in which it is better to sacrifice long-term prosperity for short-term results. That means that many companies and organizations that veto the entry of new leaders based on transformational leadership thus assume a high opportunity cost: they grow less than they could, and this is something that in many cases they are not even able to detect. Providing the company with a competitive vision is one of the main strategic growth objectives for any organization. So here are the 8 Marketing and Sales trends that will evolve in 2020.
Also, the introduction of new technologies is transforming the work in the marketing consulting firm departments, opening them some possibilities difficult to predict over time. All this drags us to give a strategic dimension of our activity, which acquires a greater influence on the decisions of senior management. 1. MARKETING AUDIT The marketing has nothing to do with art and improve divining, but, on the contrary, is the result of logic, the method, and effort. It is not intended to determine the future, but to provide work tools to manage it. It does not eliminate uncertainties, but it helps reduce them and live with them, positioning the marketing agency in a highly competitive situation. The changes that new technologies are implementing in the economy, the company and the market, in general, should be analyzed, since, when customers change, companies have to adapt quickly to the new environment to survive. 2. DATABASES AND CRM In 2018 it was the year of the entry into force of the new GDPR, which is considered to enhance innovation and the development of data marketing, although in the first stage it was thought that the GDPR would slow down the dynamics of the sector. It is essential; therefore, that companies and managers know how to understand that intelligent data management will be decisive for their success. 3. BIG DATA What makes us understand that it is the fastest-growing sector in recent years and that puts the marketing consulting firm in a position of continuous learning and career! Therefore, the first challenge that companies pose knows whether they should incorporate different profiles such as mathematicians, statisticians, etc. into their marketing department. that are capable of generating data models for the customization of the process. 4. CYBERSECURITY Cybercrime has become one of the biggest threats to companies. The increasing dependence on the digital world of companies means that no one is free from these attacks. 5. E-COMMERCE The consolidation of e-commerce or electronic commerce occurred when the logistics and urgent transport market realized that it was an important niche market that was not sufficiently covered. Although initially there were companies that considered it a threat to trade (travel agencies), time is showing us that it is an economic activity with great development, in which technological innovations play an important role in customer loyalty and many other benefits it has. 6. CUSTOMER EXPERIENCE: CUSTOMER EXPERIENCE At present, more and more customers choose a product or service not only for the price but for the experience offered by the purchase and consumption of that good. Therefore, to compete with guarantees of success in the price war that exists in the market, it is essential to offer a differential value. 7. INBOUND MARKETING The rise of new technological tools and digitalization has contributed to the evolution of the relationship between the client and the company or brand design agency. Content-level marketing trends confirm this. New ways of communicating, greater opportunities to obtain information and the possibility of buying at a click are just some of the factors that highlight this stage. Therefore, brands have been forced to reposition their marketing strategies to position themselves in the top of mind of customers. 8. NETWORKING Networking is a methodical and systematic activity that consists of seeking contacts with other people, establishing relationships and maintaining them in the long term. All this, with the open intention of helping each other and obtaining advantages from each other. Networking, from a marketing perspective, means showing interest and showing empathy towards other people to establish a fluid and permanent relationship that helps us achieve our personal and professional goals in the future. |
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