Which Digital Touchpoints Should You Focus On Now?

This report, originally written for market insights professionals, includes content relevant to eBusiness and channel strategy professionals. Here's why: The golden age of the Web is over. The Internet is splintering due to the rise of powerful connected devices like smartphones, tablet computers, and interactive TVs. Even on PCs, proprietary platforms such as social networks and video streaming sites shatter the unity of web standards. Each of these digital touchpoints — mobile, social, video, and web — requires different skills and significant spending. How do eBusiness professionals decide where to invest? We recommend using the splinternet engagement index, a tool that measures customers' engagement in each of four digital touchpoints. In Europe, for example, 40% of online consumers participate in multiple activities on the mobile Internet; in the US, it's 38%. If your customers are more engaged than average in any of the four touchpoints, your company should be investing there. And if your customers are highly engaged across more than two touchpoints, it's time to invest in an agile commerce strategy to identify and serve customers seamlessly across the touchpoints in which they connect with you.