Friday, October 1, 2010

Three Ingredients for Interactive Marketing Success.

Resource: Unica (NASDAQ: UNCA)a recognized leader in marketing software solutions. According to one Jupiter Research report, personalized emails using website click stream data produced 3.8 times more revenue than broadcast emails. The problem - Too many online marketers don’t know how to use online interaction date to their advantage. Consider: · An Aberdeen Group Survey found that only 16% of marketers personalize email content beyond using the recipient’s name. · Only 16% of respondents to the e-tailing group’s 2009 annual merchant survey agreed that “our emails are very personalized based on past customer behavior” · The e-tailing group survey found that only 9% of US online retailers dynamically show product based on past customer purchases. When the potential is so great, why is the opportunity to engage individually with customers and visitors often ignored by online marketers? Because most marketers miss the THREE KEY STEPS to REALIZING the VALUE of ONLINE INTERACTION DATA. 1) MOST CUSTOMER PROFILES REMAIN WOEFULLY INCOMPLETE. Major consumer marketers routinely spend hundreds of thousands of dollars for generic list data. Yes these same companies often ignore the proprietary data riches right under their noses. To build truly interactive, customer and behavior-driven campaigns, you need a complete customer profile that includes: *Website Behavior data such as how visitors found your site, what interested them, what they looked for and maybe even what frustrated them. *Marketing responses to search ads, website promotions, email offers and more that reveal important insights on individual interests. *Social Media Activity such as product rating tools, social networks, blogs photo and video sharing sites, community platforms that engage customers and can improve your marketing precision. While many companies have some of the above elements, few have what it takes to integrate online behavior data together with traditional offline information such as demographics and transactions. 2) TOO MANY ONLINE MARKETING SYSTEMS ARE FRAGMENTED. There is no shortage of analytical tools, monitoring services and technology vendors but the very proliferation of options has made it almost impossible to coordinate online marketing actions into one informed, effective whole. The most troubling obstacles included: *Redundant page tagging that requires frequent rework as marketing goals & site designs. *Disconnected applications with separate interfaces that increase training requirements, delay time to-value and reduce productivity. As a result of this fragmentation, marketers are overly dependent on technical resources that are scarce, expensive and time-consuming-yes essential for improving the targeting, timing and personalization of email and website content. 3) THERE ARE THREE BASICE OTIONS FOR INTERGRATING ONLINE DATA- BUT ONLY ONE OF THEM IS A PRACTICAL SOLUTON FOR EFFICIENT MARKETING. a) Build a custom data warehouse where online interaction data is downloaded and stored on premises. b) Share data via a “virtual” platform. Many vendors have this API capability but do charge heavily for this added service. c) Use a single, integrated solution for online marketing. By working with one integrated solution, marketers can: *Streamline the workflow across systems to move customer information across channels without disruption, allowing data from one source-such as web data streams – to serve as triggers for actions from other applications, such as email offer or even traditional direct mail. *Eliminate other dependencies on technical resources for executing marketing work, including adding JavaScript page tags, posting updated site content or new landing pages, setting up content testing and more. *Automate processes and execution for personal dialogues with thousands or even millions of website visitors by using software that allows you to define triggers and turn online interaction data into customizable, scalable marketing efforts. SEE WHAT INTERACTIV MARKETING ONDEMAND CAN DO FOR YOU. Integrated, automated online marketing is not a pipe-dream, but a practical reality within your reach. Resource: Unica (NASDAQ: UNCA)a recognized leader in marketing software solutions.

1 comment:

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