Marketing optimization is a never-ending story of segmentation, personalization, optimization and taking into account the needs and signals of customers. Marketing optimization is not a one-time effort or related to one specific marketing channel. It's an ongoing and holistic customer-centric effort to be more relevant and personal by offering great customer experiences through a single view on the customer.
One of the two flagship solutions of Selligent, is Selligent Interactive Marketing. We call it a conversion marketing solution and there is a reason for that. In our view, conversion, optimization and cross-channel dialogs are related.
Regardless of where customers or prospects come from, what channels they use and how they choose to interact, today's marketers need to be able to offer a highly customized and personalized experience across all touch points.
Marketing optimization and conversion marketing run through all these interactions and efforts. By definition, this means that several disciplines, departments and marketing tactics are interconnected. It also means that it's crucial to track the behavior of contacts via all channels and on several online properties. Understanding and acting upon this behavior, combined with other customer data, as acquired through, for instance, CRM, is essential towards behavioral profiling, segmentation, personalization and efficiency.
Marketing optimization is a core competence for industry leaders
The role of marketing optimization can hardly be overestimated. It is a core activity of every business. In a guest post for the Fusion Marketing Experience congress in Antwerp, that is supported by Selligent, speaker and conversion marketing expert Bryan Eisenberg even takes this a step further. For Eisenberg, a business should have a marketing optimization team that works across channels and departments. He doesn't call it the "conversion optimization team" because, I quote, "for digital marketing efforts to maintain consistency across all channels, traffic generation needs to be intimately connected to your website and if appropriate your offline experience - after all those are the experiences promised."
He says solely focusing on a part of the conversion exercise or specific channels is an "organizational monstrosity that is part of the we-work-in-silos-but-pretend-to-cooperate mentality that produces poor and disconnected experiences for customers."
In the post, Eisenberg further elaborates on how such a team should be composed and what skills the manager of it should possess. However, the main thing to remember is probably that marketing optimization is not a project. Eisenberg: "Steady disciplined optimization is not a project it's a core competence for industry leaders."
And that's exactly why Selligent offers a comprehensive suite of campaign planning, cross-channel marketing, personalization, profiling and marketing management solutions: to enable marketers to focus on what matters most: generating more revenues and providing better customer experiences.
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.
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