Driving superior marketing performance in the digital ecosystem across the full multichannel customer experience is an on-going challenge for chief marketing officers (CMOs). It’s a complex task not made any easier by the proliferation of digital channels that influence the customer conversion journey. But the corporate website is a flagship channel that senior marketers can leverage in the drive for brand loyalty and increased sales.
Based on the 2013 Accenture Electronics and High Tech (EHT) benchmark study of 15 consumer electronics1 dotcom websites, CMOs need to:
- Re-evaluate the performance of their corporate websites within the digital ecosystem.
- Introduce superior capability to capture the value of websites as an acquisition channel.
- Ensure brand websites are optimised to reach perpetually connected consumers.
- Close the gap on competitors who are already exceeding customer expectations.
1 Study conducted between December 2012 - January 2013