A major challenge is how marketers can maintain relevancy throughout their marketing initiatives. What is relevant to one customer might not be to another, and delivering irrelevant marketing messages using any marketing medium can cause brand erosion, list attrition and decreased customer loyalty.
The difficulties in developing relevant messaging strategies historically have been rooted in poor data collection, limited reporting capabilities and lack of technology integrations between Web analytics and messaging systems to provide individual customer relevancy in a timely manner.
But this relevancy challenge is not without those working to bridge the gap among technology, site behavior and customer contact strategies. Marketers are finding tremendous success using Web site analytics data to fuel targeted campaigns. While Web analytics is valuable in improving site performance, it also can be effective in re-engaging Web visitors and interjecting relevancy throughout marketing programs.
A new method helping marketers achieve the highest relevancy using Web site analytics is to tag key pages on a site that will capture, report and analyze the most relevant data for specific targeted and triggered re-marketing campaigns. Because only key pages are tagged, setup time is minimal, non-invasive and can be used by any company.
The increase in online purchasing has resulted in a rise in cart abandonment. Some clients experience cart abandonment at rates near 50 percent, and by tagging key areas of their site such as product, shopping cart and checkout pages, marketers can gather critical detail on individual customer behavior.
Thus, marketers can seamlessly transfer that data to deliver the most relevant messages while the shopper is still in the purchasing frame of mind.
This behavioral data can be exported into any campaign management solution for use in timely online and offline marketing campaigns. Though most widely used to execute triggered e-mail messages, the technology can be applied to other customer touch points such as Web site, direct mail and call center.
The program. Though there are many types of re-marketing programs, by delivering triggered messages to shoppers who abandoned shopping carts, many of them are recapturing these often-lost revenue opportunities. Marketers also are finding success with varied messaging strategies based on products or product categories browsed, error messages or other upstream events.
By offering related products in their messaging, customer service messaging for site errors or promo opportunities, marketers are interjecting deeper layers of relevancy into their campaigns and experiencing higher ROI. Examples of re-marketing programs:
Messaging:
Web site behavior captured: Visitor abandons shopping cart.
Possible re-marketing campaigns:
· Reminder that the cart expires soon.
· Encourage the shopper to return through a discount, free shipping or other promotion.
· Campaign containing complementary products to the one/s abandoned.
Web site behavior captured: Product category/ies browsed by visitor.
Possible re-marketing campaigns:
· Targeted campaign for overstock items from that category.
· Targeted campaign for the specific item or items in that category.
· If product is not purchased, a reminder when the product goes on sale.
Web site behavior captured: Error message during checkout process.
Possible re-marketing campaigns:
• Follow-up with visitor to ensure the transaction could be completed.
• Follow-up “apology” encouraging the visitor to return to the site (a discount can be offered here as well).
Web site behavior captured: Visitor requests an out-of-stock promotional item.
Possible re-marketing campaigns:
· Notify the visitor once the item becomes available again.
· Offer similar in-stock items instead.
Response rates and ROI from re-marketing programs of this kind are soaring. By combining Web analytics integration and e-mail marketing, marketers are experiencing conversion rates six to 10 times higher than standard broadcast e-mail campaigns.
Re-marketing is an easy, effective way to interact with customers who already are engaged and ready to buy, and leveraging Web analytics data to deliver the right message to the right person at the right time can result in hundreds of thousands of dollars a month in additional revenue.
To read more stories from our Web Analytics special report visit: http://www.dmnews.com/imarketing
