Picture this, newspapers littered with colorful advertisements of electronics at throwaway prices and unimaginable discounts, along with quirky videos and heavy social media marketing! A large e-commerce company deploys this recipe to quickly increase revenue and improve their customer base within a short span of time. However, instead of celebrations with confetti, plans don’t go quite well due to several technical glitches that hampered the mega shopping spree.
Some technical issues in an unsuccessful campaign stem from server outages and cancelled orders, to delayed refunds. A crucial factor that also contributes to such erroneous results is the incorrect estimation of expected web traffic. Inaccuracy in such a measurement leaves firms ill-prepared to handle such large scale marketing events. Cloud servers and software that facilitate and enhance user experience, especially during a surge in traffic, are some of the essential elements in a successful digital marketing campaign.
A striking example that showcases this is a South Asian television network’s publication of electoral information on its portal. The network dealt with website traffic from over 13 billion people. Yet, their hosting systems remained efficient, resulting in a responsive website—with zero lag and successful streaming of data.
However, this doesn’t underscore the importance of innovative technology in other sectors, including retail. For instance, a globally recognized retailer recently launched a campaign that gave discount coupons to customers who sent them images of themselves wearing the retailer’s merchandise. This campaign worked seamlessly, with a large customer base responding and engaging with the brand. The retailer used innovative solutions to meet the demands of evaluating every photo and sending out coupons within the stipulated period.
These examples underscore the importance of robust technology infrastructure in a successful digital campaign. Organizations can also look at options such as outsourced cloud storage and hosting services, local datacenters, and software to enhance their digital marketing campaigns. Additionally, businesses can also invest in other corroborative elements such as evolutionary website design and effective analytics for enhanced user experience.
Today’s new-age economy requires businesses to plunge into non-traditional technology investments to get an edge over competitors. Failure to do so not only leads to an unsuccessful venture, but also a dip in the brand value, amplified by new-age platforms like social media. For significant marketing in the connected world, smart and effective management of people, processes and technology is essential.
What are the other ways in which technology can enhance digital marketing campaigns? Please leave your comments in the section below.