Anna Harrison - Digital Brand Romance: How to Create Lasting Relationships in a Digital World

Digital Brand Romance

Digital Brand Romance

How to Create Lasting Relationships in a Digital World

Anna Harrison

Digital Brand Romance:

How to Create Lasting Relationships in a Digital World

Copyright Business Expert Press, LLC, 2022.

Cover design by Anna Harrison

Interior design by Exeter Premedia Services Private Ltd., Chennai, India

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any meanselectronic, mechanical, photocopy, recording, or any other except for brief quotations, not to exceed 400 words, without the prior permission of the publisher.

First published in 2022 by

Business Expert Press, LLC

222 East 46th Street, New York, NY 10017

www.businessexpertpress.com

ISBN-13: 978-1-63742-223-6 (paperback)

ISBN-13: 978-1-63742-224-3 (e-book)

Business Expert Press Marketing Collection

First edition: 2022

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Description

Tomorrow arrived, and all great relationships now begin onlineincluding the ones between your future customer and your brand. Whether you are selling shoes, software, or spaceship parts, the romance begins and evolves in a digital world. While over 80 percent of businesses think they provide excellent customer experiences only 8 percent of customers agree. The reality is that the state of modern, digital brand relationships is quite dysfunctional: an average conversion rate of 3 percent means that 97 percent of engagements with your brand fail. Not only does this inefficiency chew up marketing budget but it also taints future engagements with your brand.

In Digital Brand Romance, you will learn the proprietary six-step ADORE processTM that has helped brands worldwide consistently achieve conversion rates above 20 percent. The ADORE processTM is used by some of the most innovative scaleups, fast-growth exporters, and leading brands to consistently sell more, more often. Each step of the ADORE processTM aligns with one of the key moments of influence in the digital relationship with your brand. Understanding the forces that drive each moment will allow you to identify signs of relationship breakdown; common causes of issues and how to resolve them; and which metrics to track to measure progress. You will also learn how to apply the process to conduct regular digital relationship audits, removing your reliance on luck in the future success of your brand.

Digital Brand Romance is highly practical and offers tactical, helpful advice to apply in your business immediately.

Keywords

digital marketing; product design; growth; scale; CX; customer experience; SEO; search engine optimization; CRO; conversion rate optimization; digital audit; journey orchestration; ADORE processTM

Contents

Wonderfully clear and practical advice in a complex area.Glen Murphy, Regional Director, Australia Pacific, NZ Trade and Enterprise

Digital Brand Romance is a comprehensive, original, concise, practical, and well-crafted guide covering the whole gamut of digital marketing techniques to get clients, keep them engaged and build relationships.Alexander Manu, Senior Partner and Chief Imaginator at Innospa International Partners

In 1999 I got my first real education into online commerce when the marketing lead and the technology lead of the company I was running let me know, as a side-hustle, theyd been experimenting with selling wine online. At the time, I thought it sounded like an interesting idea that would make them earn a little extra cash and would help us all to learn more about the mysteries of online commerce. The business grew rapidly, became a significant player in the industry, generated millions of dollars for its owners, and is still operating successfully 22 years later.

Why is that story relevant to Digital Brand Romance? Because in 1999 I can remember the most significant learning from my colleagues wine business was that the key to success was not the technology, and it wasnt the wine qualitythe key to success was their consumer base and the extent to which they understood and exceeded their needs.

Reading Digital Brand Romance brought that learning back to me as I reflected on how many of us, including me, make the mistake of seeing digital commerce as something so dynamic and magical that we simply cant keep up. In this book, Anna Harrison brings us back to the reality that through looking at the data available, applying a systematic process, and making simple improvements to our digital approach we can remove the mystery and deliver an experience that exceeds our customer expectations and helps our companies succeed.

Unsurprisingly, given the COVID pandemic, weve been living through I first met Anna via Zoom while I was in lockdown in Auckland. Anna had recently started working as one of New Zealand Trade and Enterprises (NZTE) private-sector advisors and was specifically working with our customer companies to help them improve their digital commerce capability. Even over Zoom, it was easy to be infected by Annas enthusiasm for the work she was doing and not long after that call I started hearing how much our customers were appreciating Annas enthusiasm and her advice. Soon after that I was hearing of game-changing turnarounds in our customers results. What was going on?

It turns out that Anna had a bunch of ideas and frameworks she was working through with our customers. These were a distillation of Annas extensive research of time-honored literature on topics like buyer behavior, contemporary reading on the impact of technology, and then combined with real-life experiments and execution with companies of all sizes and in many sectors. In this book, Anna brings this knowledge and experience together to present a way for any company to improve their digital connection to their customers.

The vast majority of companies we work with at NZTE are tiny on the world stage. They dont have teams of marketing people and only a few of them would have dedicated digital marketing expertise so they need advice and processes they can implement quickly. In the development of the ADORE processTM outlined in this book, Anna delivers exactly that: a practical, systematic, guide for analyzing performance and then addressing each part of your digital commerce approach.

Im thrilled that Anna continues to support our customers and Im thrilled that many more companies can now access the ADORE processTM

and tools through reading and applying the learning Anna shares in Digital Brand Romance.

Glen Murphy

Regional Director, Australia Pacific

New Zealand Trade and Enterprise

August 2021

Simon says we should start with why (Sinek 2009). Attention is one of the scarcest resources on the planet, the driver behind modern economics, and a global leveler. Each day, regardless of where you wake up, you awaken to a fixed set of hours at your disposal. The primary objective of every other entity on this planet is to consume a portion of your available attention. This is entirely my goal too: I have at most one more paragraph to quietly convince you that this is the one book you should read this year, that reading this book will give you an edge over your competition, and that you cant afford to delay. Tick tock.

Brutal transparency, unique vision, and clarity of thought are often cited as my superpowers. An odd combination to hang your cape on, but these are the tools with which I have toiled for 10,000+ hours, mastering my craft. I have worked with clients around the world, from leading brands to startups in almost every industry. I have listened to their stories, deconstructed their successes and failings, and reconstructed them as repeatable and scalable pathways for growth. With their help, I have created a proven formula for success in a digital spacea consistent way to sell more, more often. My