Moving Away From “Spray and Pray”
Clearly, the Internet is established as a global medium that allows over a billion people to efficiently obtain information, communicate and conduct business. It is the preferred technology by which new social networks form to shape and influence our culture and how businesses interact with their customers.Customers have new expectations when it comes to interacting with a brand online. They may have chosen not to leave their home to visit a store, but they still want a highly relevant, highly engaged experience. And when they don’t get it, customers can change brand preference at the click of a button. Never before has the customer been in greater control over their interaction with the business. As a result, top brands are constantly exploring new ways to differentiate their offerings and personalize their interactions to meet customer needs and desires.
The bar for doing it right in our digital world is rising each day.Using web analytics to measure visitor behavior provides key insight into the experience customers want, based on the clues with which they have provided you along the way. But giving them what they want, when they want it extends well beyond understanding their behavior. You need to have the right delivery mechanisms in place to humanize and improve the relevance of interactions to meet customer needs and desires in near real-time. And when you successfully give customers what they want, when they want it, your ROI reflects that success. Many smart brands have recognized this and are engaging what I refer to as “revenue recovery campaigns.”
You see, unlike an airplane that takes off with empty seats and can never recover that missed revenue opportunity, digital interaction with customers provides all of the cues needed to re-engage and either recover or enhance customer value. New strategies like this are achieved by integrating multiple technologies together with web analytics as the foundation that makes the system vastly more intelligent than the individual systems operating independently. Marketing integration solutions like Omniture Genesis enable this capability, allowing marketers to achieve a more relevant and engaging experience for their customers.
In the “revenue recovery” example, marketers are using web analytics to track product or brand engagement, shopping cart abandonment, etc., and then, using these behavior cues automatically trigger highly relevant emails to potential customers who bailed halfway through the checkout process, offering them other products, within the same category, that have high rankings and customer reviews.Conversely, marketers who still practice what I call “spray and pray” marketing — offering the same message to all visitors, regardless of behavior — are doing themselves and their companies a disservice. We have found that, when you take time to understand your audience behavior, craft relevant offers and time their delivery to behavioral cues, revenue recovery for a campaign can improve by as much 500 percent.