Marketers who publish relevant content and update their websites regularly can win big and separate themselves from the “losers in this race” according to a new study by IDG Communications Inc.
The ‘Digital Insights 2019: How marketers confront the obstacles of digital customer engagement’ report based on a poll of marketers at medium to large-sized enterprises around the world found many are struggling to deliver content that targets and converts customers.
More than three-quarters of consumers conduct more research on a brand online compared to in-store, and 84% of companies say their website is primarily a hub for showcasing their products and services.
These two takeaways would normally align, but 73% of marketers in the study said they still see low engagement and conversion rates, which either means web design is not up to scratch or content is not targeted and personalised, or a combination of both.
“We know consumers expect brands to not only provide them with all the information they need online, but also the ability to purchase from, and interact with the brand, Siteimprove CMO, Jesper Termansen said in a statement.
“Considering the majority surveyed completely underestimate the purpose of their site and fail to regularly update it they have a long way to go before they are utilizing their strongest digital weapon.”
Enterprises can improve their digital offerings by working with third-party agencies, increasing the use of automation so more important tasks and processes can take up the lion’s share of time and resources and refining a documented plan over time.
