Conversion marketing: the right content via the right channel at the right time

Conversion marketing: the right content via the right channel at the right time

Nov 15, 2011  inspiration

 
 

Marketing is less about crafting effective marketing messages and sending them to a list than ever before. Interruption marketing tactics are losing ground fast in a world where consumers control the way they inform themselves, filter the messages they receive and decide on the channels they use. Obviously, this doesn't mean messages and campaigns are becoming irrelevant, on the contrary: content and context are crucial but there is a clear evolution towards a more holistic approach.

Customer-centric marketing puts people, their behavior and their preferences at the very center. It strives towards a single customer view and cross-channel approach that are defined by the consumer. A consumer is not an email subscriber, social networker, website visitor or mobile user who sits and waits for the next marketing message he receives via email, SMS, display ads or other channels and tactics. He is a connected and multichannel person who wants relevant information and messages when he needs them and how he wants them. 

Data-driven dialog marketing enables one-to-one conversations

The need to steer further away from channel-centric marketing and move towards a holistic and integrated marketing process, whereby interactions are automated and personalized, depending on behavioral and preferential triggers of consumers is increasing. One-to-one marketing is more possible than ever, provided that an overall and data-driven dialog marketing approach with the consumer at the core, is applied.

Dialog marketing is about proposing the right message to the right people at the right time through the right channels. It's the customer-centric and personalized path towards conversion optimization and relationship marketing.

Consumers are deluged with messages, but there are only certain times when they're genuinely receptive to these messages. The needs of people also change and when this happens, a well-timed  message is an important opportunity to engage them. However, this requires that you are able to listen to the preferences and digital signals of people, can identify and analyze them and know how to respond to them fast.

Cross-channel integration is key for customer-centric marketing

These abilities by definition require a close integration of marketing automation, conversion marketing and CRM. They also require that the control over the why, how and when of messages is handed over to consumers and less defined by marketers. Finally, they require a strong integration of channels and a combination of inbound and outbound channels whereby consumer actions drive interaction and all customer lists and insights are integrated and cross-fertilize each other. Businesses have no choice if they want to thrive in a real-time and consumer-dominated economy. 

These integration possibilities are typically not provided by vendors that focus on a few channels, such as email and SMS.

At Selligent, we have a different approach whereby our Selligent Interactive Marketing suite, that is cross-channel and customer-centric by design, is strongly based on marketing scenarios and flows that are based on overall consumer interactions, regardless of channels. These are mostly triggered by behavior and preferences, in strong correlation with CRM data.

Conversions are the goal, scenarios are the path towards them

The goal is to help businesses improve the customer experience and relevance of their interactions, with a strong focus on analytics, reporting and ongoing personalization. This way, we help customers improve conversions by letting the consumer decide, instead of simply crafting and sending messages.

This is typically done by defining flows and using strong personalization possibilities, whereby marketers can easily set parameters that are important for their different key performance indicators, while making the whole flow interaction- and behavior-driven. Based on individual triggers and actions of consumers, these scenarios allow for the best possible next steps in any marketing program.

Since defining these rules and creating reports is so easy, marketers can use these possibilities without the assistance of their IT team. Furthermore, the number of parameters that can be defined to set rules, and measure success is so large that virtually every form, interaction, digital footprint and change in a profile, can be used to accommodate an infinite amount of business goals.

Even the integration with several leading CRM applications is easy and provides marketers that want to be truly customer-centric, powerful out-of-the-box  possibilities to focus on what matters most: be relevant and improve conversion and customer satisfaction while having a single customer view.


Do you want to engage the multi-channel consumer?

Today's customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogues that are driven by his/her buying journey, preferences, triggers, signals and behaviour.

Discover why your business should move to an integrated marketing approach step by step and how.

Download our white paper "Moving towards integrated interactive marketing".  

Discover Selligent's integrated interactive marketing and conversion marketing solutions, offering you marketing automation features, integration with CRM and advanced reporting or contact us for more information.