How can we make the interactions with consumers more relevant and increase efficiency as a result? One of the answers to that question: by better targeting. In a new collaborative white paper (only in Dutch), Dutch RapidSugar's CEO Jeroen van Stijn reminds us targeting is a broad term that comes in several forms.
Many of them, such as gender targeting and profile targeting, have been used since ages. However, in recent years some forms of targeting become more important, Jeroen says.
According to him the main developments are in the area of behavioral targeting, retargeting and social targeting.
Delivering what consumers expect
Behavioral targeting is - as the term says - based on the online behavior of consumers. The purpose is to make interactions as relevant as possible. This is done by creating an interest profile ( behavioral profiling) that ideally looks at all cross-channel behavior, including what people do on your website and on other media.
A second form of targeting we would love to mention since it is often underused, is retargeting that can be deployed for various goals. Some examples: contacts who haven't converted yet, cross-selling and brand awareness.
Jeroen identifies other forms of targeting, such as system targeting, product targeting, financial targeting, geo-targeting, lifestyle targeting and keyword targeting.
Regardless of the forms of targeting you use; it's clear that by using proper segmentation and targeting techniques, leading to increasingly personalized and relevant interactions, it's possible to deliver consumers what they expect from you. The result is called conversion.
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 dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.
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