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White Paper
3 Big Challenges and 1 Easy Answer to Interactive Marketing Success
If you knew more about your customers, you could tailor their experi- 2. Too many online marketing systems are ence to their unique profile and online behavioral history. According to fragmented.1one Jupiter Research report , personalized emails using website click Analytics tools, monitoring services, multiple technology vendors - stream data produced 3.8 times more revenue than broadcast emails. the very proliferation of options has made it almost impossible for marketers to coordinate online marketing actions into one informed, But too many online marketers don't know how to use online inter- effective whole. The most common obstacles include:action data to their advantage. Consider: . Disconnected applications with separate interfaces that . An Aberdeen Group survey found that only 16% of marketers 2 increase training requirements, delay time-to-value, and reduce personalize email content beyond using the recipient's name. productivity. A fragmented marketing infrastructure makes it . Only 16% of respondents to the e-tailing group's 2009 annual harder to reuse marketing assets (offers, campaign codes, merchant survey agreed that "our emails are very personalized segment definitions, etc.) and makes it impossible to automate 3based on past customer behavior." personalized communications to thousands or millions of potential . The e-tailing group survey found that only 9% of US online retailers customers. Imagine how confusing the conversation becomes for 4dynamically show products based on past customer purchases. your customer when, for example, your website communications and your email messages fail to present unified offers. Each chan-When the potential is so great, why are marketers slow to engage nel must inform the other to sustain meaningful dialogue. individually with customers and visitors? Because most marketers . Interaction data locked in separate silos, either vendor by miss the three key challenges to leveraging the value of online vendor, or campaign by campaign, preventing a true understanding interaction data. In this brief, you can explore the trio of marketing of visitor and customer online interactions. A survey of web challenges that stand in the way of your success and learn the one analytics practitioners undertaken by Unica and eMedia confirms integrated solution that makes greater online success a practical the problem. Respondents cited "integration with other marketing and efficient reality. solutions" as the most common challenge, while "missing data types" was third. 1. Most customer profiles remain woefully incomplete. 3. Marketers are overly dependent on technical Major consumer marketers routinely spend hundreds of thousands resources.of dollars buying generic list data. Yet, these same companies often In a 2010 global survey of marketers, 67% of respondents identified ignore the proprietary data riches right under their virtual noses. To the lack of IT support as their number one bottleneck. Executing build truly interactive, customer- and behavior-driven campaigns, programs end-to-end when you are dependent on IT resources puts you need a complete customer profile that includes: marketing at the mercy of an already stretched part of the organiza-tion that has a host of other priorities. As a result, marketing waits . Website behavior data such as how visitors found your site, in line to have technical resources recode page tags, integrate data, what interested them, what they looked for - and maybe even post landing pages, or update web content. Today's online conver-what frustrated them sations are immediate; waiting in a queue for scarce IT resources to . Customer responses to search ads, website promotions, email continue the conversation with your customers means two things: offers, and more that reveal important insights on individual interests a lack of brand interaction and lost revenue. . Social media activity such as product rating tools, social networks, blogs, photo and video sharing sites, community Overcome these challenges and succeed at platforms, etc., that engage customers and can improve your Interactive Marketingmarketing precision The fundamental answer to incomplete customer profiles, fragmented While many companies have some of the above elements, few have infrastructure, and dependence on technical resources is an integrated w... [download for more]
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