It's true. I've been passionately partnering with business owners for more than ten years – and what I've learned is that, regardless of the industry, customers have a much higher expectation online than in-store. And, it's not even about the transaction as much as it is the engagement.
What the customer actually remembers, however, is the lack of engagement a business offers them when they've reached out digitally.
Your digital audience is way bigger than you give them credit for. Your digital audience doesn't just refer to the people who like your Facebook or LinkedIn pages; they're also your potential audience. You have to understand who that audience is and how to reach them in a measurable and actionable way. Updating your brand and website are also important parts of your digital presence, and when you start to count all of the things a digital marketing director would have mapped out for you, your head begins to spin and you find yourself breathing into a paper bag.