Businesses invest millions of dollars in online advertising, social media
and email to drive millions of visitors to their websites, wasting 96% to 98% of those dollars.
Why? Because with meager sales conversion rates of only 2% to 4%, the
vast majority of website visitors leave the website. Therein lies the dilemma; and an opportunity to improve the ROI on your
online marketing programs with one-to-one targeting.
One-to-one targeting
processes can:
Uncover who those lost website visitors are (before or after
they enter the website)
Identify their preferences, previous visits, their transaction
history, their browsing history
Dynamically determine their place in the sales
cycle; and quickly
Re-market to them one-to-one with a right message-right time-right
channel program
These online sales programs are created using
inference-based online sales models. Now opportunities can be acted upon immediately and not lost with the passage of time.
What goes into an inference-based sales model?
When people click on an email link topic it infers an interest
When people enter a website from a search engine, the word or phrase they use infers an interest
When people use a website search function, the word or phrase they use infers an interest
Spending time on a website page or series of website pages infers an interest
Participation in social media campaigns on Twitter, Facebook or LinkedIn infers an interest
Expressed topic or communication preferences stored in your website preference center
Previous visits to your website
How is this possible?
Five steps enable these one-to-one programs to come to life:
Enable session
tracking on your website, at an individual level
Store that information on cloud
servers
Identify who visitors are by...
passing customer information in email links
linking anonymous website
visits to previous visits when you knew who they were
knowing who they are
when they log into the website, or simply
asking them who they are
Join the right customer, prospect and transaction data in the same cloud servers
to deliver a 'super view' of the marketing opportunity
Run predefined
business rules to generate one-to-one content and messaging and send it back to the visitor while they are still on the
website or later in a re-marketing program
Technically speaking,
all of this has been possible for the last 15 years by tapping into website logs and merging the contact history into a massive
database. A very expensive, very time consuming and very tedious process.
Today, enabling these targeted one-to-one communications has become faster and much easier and much less
expensive. What would have taken months to create with a project cost in seven figures, now can be done in weeks for five
figures.
This evens the playing field for
mid-sized companies enabling them to deliver the same or better one-to-one targeted communication to improve their online
sales conversion results without incurring high software and staff overheads.
