As marketers, and especially digital marketers, we understand conversion rates and landing page optimization to increase our company’s bottom line and user count. However, are we accurately analyzing our digital experience monitoring (DEM) strategy?
If you’re unfamiliar with the term or concept of digital experience monitoring or DEM, check out the primer I previously wrote. Also, analyst firm Gartner defines DEM as “an availability and performance monitoring discipline that supports the optimization of the operational experience and behavior of a digital agent, human or machine, as it interacts with enterprise applications and services. For the purposes of this evaluation, it includes real-user monitoring (RUM) and synthetic transaction monitoring (STM) for both web- and mobile-based end users.”
Put more simply, DEM is the technique and monitoring strategy of making sure all of your digital touchpoints — whether it’s a website, mobile app, or something else — are delivering a seamless experience to your users or customers. DEM sits at the intersection between marketing and IT since both departments are likely vital stakeholders in the website and mobile app.
So, what does this mean to you? Inherently, you should know that it’s bad if your website goes down right? But do you know the negative consequences of slow page speed or stalled apps? How about how your digital performance varies by region, browser, or device?
These are the necessary questions marketers need to be asking their team. These are the questions that turn good marketers to great marketers. The best marketers are the ones who put their customers first and in this age, it’s all taking place digitally.
In the aforementioned primer, I wrote, “The customers of today and tomorrow expect all of your online tools and communications channels to work flawlessly. Whether you’re undergoing your own digital transformation or consolidating an existing strategy, the customer expectations are the only measure that matter and performance is your only key to success.”
Start putting your customers first, bridge the gap with IT, and implement a digital experience monitoring strategy.