As a recap, the adage to remember when thinking about navigating the online marketing channel is “Technology first, then Marketing”, because you only have one chance to make a first impression. At this point in our analysis you understand the website technology and data requirements you need to have in place before embarking into the online marketing channel.
In previous installments of this 4 part series, we established the mantra for navigating the online marketing channel to be “Technology First, Then Marketing.” Your website is the hub to which all marketing channels lead.
In the early days of websites it was common practice for a web-master to custom create the site in programming languages such as C, C++, PHP, and Python. The first real cost effective technology breakthrough came in the late 1990’s with the advent of open-source content management systems (CMSs) for websites. These CMSs allowed retailers from all industries to utilize templates to build and manage most of the ongoing content changes on their website from an administrative login at a much lower cost.
It’s a fact that very few independent retailers do meaningful e-commerce. At the core, the reason for so few success stories is the sheer difficulty of the process and the breadth of personnel resources and skills sets that are needed to create and manage the technology platform and the online marketing strategy. Only after the right technology is in place can a meaningful marketing message be delivered and the analytical insights discovered, for a strong return on the advertising and marketing investment.