After a busy first half of December and a nice long break for the second half, I came back to work this week excited for the new year! The break gave me some time away from the daily routine to really evaluate my marketing strategy. It allowed me to find new inspiration and open my eyes to a bigger picture. Before the work ramps up again, I would like to take some time to put some goals down on paper (so to speak) and start the new year on the right track!
- Nail Down Processes
2015 was a year of adjustments and re-calibration – adjusting to the new position, learning my way around the internal structure of the company, A/B testing, re-calibrating and then more testing. Jumping from project to project, my goal was just to keep up! Instead of working more this year, I want to work smarter. Now that I have a better understanding of the ebb and flow, the key players, and the internal processes, it is about putting processes in place that make my work easier. It is also about having a stronger and more complete strategy that will guide all marketing activities.
- Putting Mobile First
Mobile has already overtaken desktop in local search – I’ve known that for quite some time. This past year, my Google Analytics and email dashboards more than proved this to me. Now it’s time to make sure the mobile-first thinking is applied not just to the website but to emails, search ads, display ads and everything in between.
- Simplify the Customer Experience
Attention spans are getting shorter and consumers are faced with information overload that clutter their ability to make decisions. It’s a fine balance, deciding on how much information to put. In 2016, my goal is to simplify the customer experience – by using single call to actions that clearly lead to the next stage of the funnel, by clearly labeling actions and defining the next steps.
- Refining Segmentation
Email marketing plays a significant role in our overall marketing strategy. Beyond using email to communicate with our customers and staying top of mind, this year I want to take our emails to the next level and use them to build and cultivate relationships with our audience. Segmentation, customization and personalization will be a top priority for me. This will definitely mean more work for me but hey, if I get #1 figured out, this shouldn’t be a problem ;)
Tracking, monitoring and reporting are so important – it’s your feedback from your customers. But when the work ramps up, somehow the reporting always end up at the bottom of my to-do list. This is dangerous and I risk losing touch with what my customers care about and making assumptions that are not based on fact. I know this and my goal this year is to delve deeper into analytics so that I can have a deeper understanding of what my customers want.
I believe all of these ‘resolutions’ are achievable and I plan on tackling them all in 2016 because ultimately, they will just make me a better marketer! Have you set any marketing ‘resolutions’ for the new year? I would be interested in knowing what your goals are for this coming year.