eCommerce Strategy, then Tactics.

The other morning I was sitting in a meeting with a client and a collection of experts in marketing and copy writing. We were brainstorming about the client's current market position and identifying where they wanted to go. Very often companies, especially small and medium-sized enterprises (SMEs), will throw a dart in the dark and almost as often miss the target when it comes to market position and eCommerce strategy. This wasn't the case with this client. They were quite eager to approach things in a sensible manner. Unfortunately not all clients take the sensible approach.

As part of our development process, we highly recommend investigating and developing a strong strategic position first to understand where a client will be positioned in their marketplace, then outline a set of tactics we will use to achieve the desired end result. Occasionally, much to our chagrin, clients see strategy as the first line item in a proposal to be cut. It's nearly impossible to hit a target you haven't identified.

First build a strategy, then develop the tactics or the details to fulfill that strategy. This is one of the most important steps in providing the maximum opportunity to succeed. Don't shy away from things like eCommerce strategy, research and usability tests in eCommerce website design and development. These elements are all necessary parts of assuring your eCommerce initiatives have the best opportunity to succeed.