Digital Marketing Magazine – Why it Pays to be Creative in this Digital Age of MarketingOctober 21, 2014
In this digital age, the ways in which people consume content has changed. The evolution of mobile technology has resulted in multiple channels in which brands and businesses can communicate with consumers. As a result, marketers need to be creative to ensure their campaigns and ongoing initiatives stand out in the mass of information now available.
Marketers who build a real understanding of the people they are trying to reach will have a much higher chance of implementing a successful campaign. Through this level of understanding, retailers are able to expand their knowledge of the buying behaviour and specific needs of their client base, which will ultimately allow them to engage with their customers in a more personalised and contextual way across the purchase journey.
With this increased need for creativity, sharing ideas and campaign success stories through online communities can provide a valuable source of inspiration for brands and marketers looking to improve the way in which they communicate with their target market. Engaging with your consumer audience effectively along the entire purchase journey leads to the customer experience being greatly improved which can in turn result in an increase in conversion and website traffic.
One such example of this is from Brazilian estate agency Tam Viagens, who earlier this year trialled inserting promotional messaging into its employees’ out of office replies. During this trial, if you emailed an employee who was away, you received an email encouraging you to book a holiday of your own for a special discount. The marketing campaign proved to have an impressive conversion rate with over 90,000 people having received the promotional emails in just two weeks, leading to 13,500 holiday bookings.
My Customer – How to get real-time personalisation rightSeptember 25, 2014
Personalisation promises to get the right communications to the right people at the right time.
But upon closer inspection, most personalisation efforts actually tend to focus on the first two components and overlook the final aspect – time.
Yet it is this characteristic that could ultimately prove to be the most powerful.
“Immediately reacting to customer behaviour on the site increases relevance and engagement, helps customers to know that you are listening to their needs and often gets them more quickly to the product or information they were looking for,” emphasises Jamie Brighton, strategic marketing EMEA, Adobe Marketing Cloud. “It can help them through the customer journey or expose them to other products and services that they didn’t know they needed in cross- and up-sell messaging.”
Bruno Berthezene, UK country manager at Solocal Group UK, adds: “If you personalise marketing in real-time, you are targeting customers when it is most likely to have an impact on their purchasing decision – during their path to purchase. For example, if someone is actively browsing websites for local beauty salons, you could engage with them in real-time and insert an offer or promotional discount code. This ensures that the context is as relevant for their current need as possible and is most likely to result in conversion.”