We have entered a new and exciting era. We are facing the fact that consumers, more than ever, have greater control over our brands. They've always had the power of the wallet, but it used to take months or quarters for marketers to react to how consumers wielded that power. Now, we receive instant feedback on virtual store layouts, messaging, products, and more. That information most often comes to us via online channels, through the use of analytics, qualitative feedback, and, most recently, social media.
So, how do we respond using the primary property we, as marketers, have most control over? How do we ensure the websites we operate have all the necessary features to support this new decision-making framework and response cycle? Here are some of the features that your site should have. This is not a "requirements document" -- and I truly hope that I don't see this return to me as an RFP. Rather, this article provides a litany of proven elements that marketers can incorporate into their sites to make them work harder day and night, as intended.
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