Friday, May 18, 2012
Each Thursday at 11 a.m. EDT, marketers from around the world join the ExactTarget Nexus partner ecosystem on Twitter for a conversation about trends and campaign ideas across the interactive marketing industry. We call the virtual coffee chat the Nexus Café.
Our guest for a recent #NexusCafe chat was iGoDigital, the leading provider of personalization services that guide smarter retail. In the chat we discussed current practices and the benefits of implementing Product Reccomendations into your marketing strategy. Here is a summary of our chat:
@ETNexus Q1 What brand gives you the most personalized user experience?
@eHugheser A1. @OnlineShoes_com is where I go to get the most personalized experience. They always know what size, color, and style I want!
@gina_mueller A1 In my opinion it is difficult to top Amazon. I am also a huge fan of Zappos + you get free shipping!
- @csabbarese A1: Got on a Bath & Bodyworks list and man they are fierce w/ personalized experience
- @igodigital @csabarese - right. also track shoppers' reviews of products and use that to personalize recommendations to the them individually
- @AndySimmons4189 A1: Pandora has done a great job creating playlists I love. Can't get enough.
- @rachelModiano @OnlineShoes_com - totally forgot about them! They're awesome as well
@ETNexus Q2 Have you ever interacted with Product recommendations while shopping an ecommerce site? Who do you think does it best and why?
- @igodigital A2 - @amazon, @OnlineShoes_com, @Scholastic. Great examples of sites that give good product recommendations
- @csabbarese A2: Amazon, Best Buy, Costco...and Yelp reviews are awesome as well
- @coreybauer - A2: I'm always interested in the "recommended products" just to see how well a company knows me - rarely click though.
- @eHugheser A2 Yes, I love Shindigz product recommendations because I can pin them straight to my Pinterest page for all my friends to see!
- @conburt A2 fab.com seems to always get me with their recs - curated content from eclectic hipsters who find cool stuff.
- @AndySimmons4189 A2: I love brands who use a Q&A tool to help recommend the best products
@ETNexus Q3 What innovative things do you do with your emails? Are you leveraging personalization or user behavior in there? If so, Do you notice a difference in conversion or open rates for personalized campaigns vs. general campaigns?
- @igodigital A3- @ETNexus Triggered emails with product recs see click-through rates 40 percent higher than traditional marketing messages.
- @conburt A3 event or weather based view triggers ie Lids: when the @Cubs sweep the sox in a few weeks email folks who've viewed cubs hats.
- @eHugheser A3. Segment Builder allows you to see everyone who has viewed but not purchased a product for a highly targeted marketing email!
- @igodigital Multi-site brand who does some cool stuff with personalized emails ow.ly/aPfeY
@ETNexus Q4 Have you created any unique segments that have driven additional revenue?
- @igodigital A4 - Check out how one retailer sold coats in warm weather using segmentation strategies ow.ly/aPhlp
- @RachelModi A4: If you create a targeted segment you'll see additional revenue. If you use real-time data, even better
- @eHugheser A4 We created a segment to promote a Super Bowl Champ's NY Giants Hat that targeted the east coast with striking results!
@ETNexus Q5 What tools is your brand using to collect user data or behavioral data and leveraging it in your marketing campaigns?
- @igodigital If you're interested in tools to help segment data, including site behavior, check out Segment Builder ow.ly/aPhVx
- @AndySimmons4189 Send a message to anybody who viewed a best pic film around Oscar time, but didn't buy. Improve opens and revenue
- @eHugheser A5. We use our CIE to gather data on our mobile users to better understand how a mobile shopping experience differs from web!
- @igodigital Lots of segmentation tools on the market. Not many that let you collect site behavioral data and build targeted lists from it.
Hope to see you next week!