Marketing
fromThe Drum
11 hours agoBusiness effectiveness unpacked: what it means for brand marketing
Creative effectiveness is essential for overall business effectiveness and future-proofing brands against market challenges.
A staggering 85% of respondents were worried their brand is not being used correctly within their organisation. Given the huge levels of investment that businesses make into their brand, this may be seriously jeopardising the integrity of Marketing's efforts.
Her payment form wasn't connecting to the payment processor, and every attempt ended in an error message that made no sense. I understood her frustration. As a founder myself, I was acutely aware of the pain of trying to run a business and feeling like nothing was going your way. When I dug into her form, I found the problem a few minutes later: a mismatch between test mode and live credentials.
That's a problem. Without a doubt, a great website and top-level marketing will help generate new sales, but it's the delivery experience that warrants future ones. This is because today's consumer not only has options for where they'll buy but also a high set of expectations. What's more, they remember the way a product arrives at their doorstep more than how it was sold.
If you're a manufacturer with a $10M+ business and your website is "just there," you are losing money to competitors who treat their site like a 24/7 sales rep. If the phone isn't ringing and the inbox is empty of RFQs, it's usually because of these five specific friction points.