Recently we were asked to share our views on the evolutions regarding conversion marketing for a marketing magazine. Customer-centricity is clearly a key game changer. Conversion marketing success requires a customer-centric approach and single customer view. Selligent customers and partners are increasingly taking the preferences of the consumer as a whole into account. This is also what we see in the market in general, yet many business still have to take the leap towards a customer-centric conversion approach.
A solid email marketing segmentation strategy is not a luxury in times where contacts demand personalized and relevant content and offers. Several segmentation techniques exist in email marketing and are being used to respond to changed consumers' expectations and an increased sensibility to marketing noise. In the traditional view on email from the campaign perspective, marketers often segment based on the email interactions themselves.
However, in a customer-centric approach, interactions with messages and touch points across multiple channels can be used to increase conversion of life cycle based and triggered emails.
Many marketers call upon benchmarks to see how they are performing. Several companies and associations publish them, and often they are interesting to look at. When you are analyzing them or using marketing tools that enable you to compare how you do in comparison with other users of that tool, caution is at its place. It's important to always realize what benchmarks are: benchmarks.
The goal of conversion marketing is to improve the efficiency of customer touch points in order to turn visitors, subscribers and other connections into leads and customers. In order to achieve this, you need to have your goals defined, as well as the metrics that measure how well you are performing. Whether you engage in outbound or inbound marketing, it's also important to define your target groups.
At Selligent we strongly believe in a customer-centric vision that turns the marketing approach upside down and puts the customer at the heart of marketing tactics and strategies. It's what we called the Copernican revolution in our white paper 'Moving towards integrated interactive marketing' (you can download it here).
Here is a definition of streetwise: "Practical knowledge, as opposed to ivory tower or book knowledge, knowledge on how to succeed through life, or generally how to avoid the pitfalls". As a marketer it's very important to be streetwise. Furthermore, in order to become it, you need to go out on the proverbial street: listening to people, understanding their needs and acting upon them. However, as a marketer you also want to attract their attention and be prepared when they come to you.