Conversion marketing

Marketers have been using triggers for cross-channel marketing and interaction purposes since years. Triggers are well-known in advanced email marketing and event-driven marketing. In a customer-centric and multichannel reality, they are used across other channels such as mobile as well. Many businesses still limit themselves to fairly simple triggers.

Some have been implementing them on a behavioral level: customer activities that lead to follow-up interactions, based on specific behavior.

Typical examples include shopping cart abandonment, site behavior and interaction with specific content. Marketers that have implemented these kinds of triggers, have reaped the fruits of doing so, as we showed in recent posts and as our customers show everyday.

Everyone who has been involved in conversion optimization exercises, knows what personas are. Traditionally, in conversion marketing, we don’t look at the same kind of personas as, for instance, in web development projects.

In usability and web design, we create personas depending on the potential visitor profiles and scenarios, and we build our websites around the tasks these visitors want to perform. We also look at the different kinds of personalities, based on their online behavior traits, dividing them into typologies such as the rational personas, the more intuitive ones, etc.

Time for some facts. 30% of consumers use three or more retail channels for any shopping transaction. 78% of smartphone owners use their phones while they shop. 92% of shoppers have more confidence in information sought online versus anything from a salesclerk or other source.

It's clear: the behavior of the consumer is multichannel. And the real challenge for marketers is to get engaged with their customers across all touch points.

The data and statements come from a keynote by conversion marketing guru Bryan Eisenberg, who presented them at an event in Antwerp, Belgium, where conversion marketing and interactive CRM software specialist Selligent was the lead partner.

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.