How Information Technology Successfully Adds Value to Marketing – Part I
23 August 2013 Leave a comment
Challenges in connecting Marketing Automation and CRM was the subject of my last post. Now, let’s look into IT and Marketing working together for best results. Theoretically, in the Internet age the obvious and easy thing to do is personalize and optimize the customer dialogue. But only if you’re able to integrate the different marketing systems, you can deploy every possibility here.
The intelligent use of data gains relevancy in online dialogue marketing. The focus is on approaching the individual customer who increasingly expects a dialogue. At the same time, dialogues are a relevant means to increase sales. However, how can data be transformed into a fine tuned marketing communication based on behavior and interests of customers? And what data driven solutions you need to link to achieve the personal approach and to increase the Return on Relationship? I discuss five examples of how to use data through integration of individual marketing systems for concrete actions.
1 Personalized website for improved customer customization
Today’s multichannel landscape requires a consistently high level of customization – most of all relevant touch points. An often neglected contact point is your company’s website. Often, we develop the internet site in such a way that every visitor sees the same content. We ignore existing customer relationships or interaction history in other channels.
We cut this nuisance within the customer experience by integrating a Content Management System (CMS) with a Digital Marketing platform that allows for individual behavior profiles. In order to be able to show personalized web content to the website visitor, you must show text, images or offers of similar customer’s history and requirements in your CMS. As a result, we present the website visitors with content tailored to their interests and offers.
2 Hidden sales potential in your shopping cart
Interruptions in the online purchasing process are not uncommon. Reasons for this are complex, but the result is always the same: the goods stay in the basket. The broken down transaction hides sales turnover, which can easily be generated. Personalized follow-up messages with the right content and offers can help finishing the interrupted purchasing process. Solve this by integrating a Web Analytics or e-Commerce platform with a Digital Marketing platform. As a result, we send a trigger message with proper content timely to the affected customer one or more times.
The income generated by personalized memories, is often large. In particular messages containing product name, description plus photo and product reviews are very useful. Sometimes your sales can end up much higher through personalized follow-up messages.
3 Sales and marketing data together lead to optimized lead management
In order to lead interested consumers effectively through the buying process, it helps to know who they are and in what stage of the purchasing decision they’re in. It’s about getting a total picture of your client. It proves to be useful to synchronize your CRM system with your Digital Marketing platform and thus merge the data between both systems. For best practice, use a bi-directional real-time data exchange. Based on contact data, you can do lead reviews, segmentation or targeting more accurately. Integrating both systems also facilitates transparency between sales and marketing departments and makes valuable information for both sides visible.
To be continued
So far ‘How IT successfully adds value to Marketing – Part I’. I will publish Part II in a couple of days, so stay tuned. What is your experience with IT working relationship with Marketing? I would appreciate your comments, ratings or shares.
Errol van Engelen is owner/director at Bizzmaxx, a marketing service provider specialized in improving your sales funnel through Digital Marketing, Lead Generation, Marketing Automation and Marketing & Sales Alignment.