Understanding how customers digitally engage while shopping on line helps CMOs quantify the effect of these interactions on in-store purchase behavior. A recent Deloitte Digital study concluded the ongoing growth of digital influence—the degree to which consumer use of digital and mobile technologies during the shopping journey impacts in-store sales—extended the gap between consumers’ digital expectations and retailers’ ability to deliver.
Much depends on an organization’s ability to be found online by its search engine-using target audiences through search engine optimization (SEO), the Internet marketing strategy of improving a website’s ability to be found in a search engine’s unpaid search result listings. SEO is often considered confusing and mysterious, in part because search engines are secretive about their ranking methodologies. This research paper seeks to shed light on effective SEO techniques that are based on understanding and leveraging the primary functions of search engines. While dated, it still contains much relevant information about the SEO process.
“Innovation is the central issue in economic prosperity,” says Michael Porter of Harvard Business School. Many companies use an innovation process that relies on ideation and brainstorming to generate creative, high-level concepts that are tested through market research. But even the most creative new products and services may be unsuccessful if the company uses an approach that lacks rigor of process, customer perspective, and scientific experimentation.