“Digital marketing is still marketing. Where people go wrong is they get sucked into the technology and don’t think about what they’re actually trying to achieve”
The current economic turmoil has forced us to be more efficient and targeted. People’s behaviour in the web world is in many ways the same as in the physical. Every time a visitor comes to your website their behaviour reveals what they are interested in and what their pain points or needs are. You need to be able to respond with the same degree of sensitivity as you would in the physical world.
The website has become the first step in the customer engagement process. It can tell you what your customers want and is a platform to interact with them intelligently. If they look at price, for example, it may be a buying signal, and shows you that the prospect is trying to qualify you in or out of their selection process.
The process of turning your website into a customer intelligence tool involves three phases. First, you must create different kinds of web experiences – using your website to experiment with web page designs, product offers and descriptions, and content order and flow. Second, you must leverage information about different target customer groups – determined by profiles, geographic location, or other target segments – to give them an increasingly personal experience. Finally you must track what happens and compare the results against alternative options.
Customer tracking and analysis must be tied directly to the content you deliver. Your website needs to be able to connect the underlying dots for you – how a visitor first arrived at your site, what content they browsed, in which order, and what difference a new piece of content made.
Finally, it’s vital to associate these real – time customer interactions with other customer management data, such as call centre data and other offline interactions typically held in your customer relationship databases. This level of customer intelligence offers an unprecedented wealth of detailed insight. By tapping into your customers’ attitudes, organisations can now harness the web to build a true 360 degree view of their customers.
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