Wednesday, July 7, 2010
As the internet has evolved from the traditional informational brochure to the revenue-generating shopping center, so too has digital marketing communication. Gone are the days when email was simply an alternative to print ads; today email is forging the way for a digital storefront by providing a customized experience for each consumer. Today, retailers invest only in their ecommerce sites, which is a great on-demand, per user-initiated interaction. What many retailers don’t realize is that they are missing out on the opportunity for pre-demand through delivering emails to their subscribers inboxes to offer their consumers products … before they’ve even asked for them – pre-demand! Extrapolating from this seldom-used term, pre-demand, retailers must anticipate consumers’ wants rather than passively supplying a product catalog. Fortunately, as the commercials say, there is an app for that.
Content personalization begins with data. Web analytic data certainly provides a significant source of behavior information, and can be used, individually for remarketing efforts. To truly deliver individual content, leveraging multiple data sources including CRM, Inventory-management and ecommerce databases are equally essential for providing the most relevant message to a recipient. Most organizations have the data sources; however, the complexity arises in synthesizing the data to determine the appropriate messaging. Rather than reinventing the wheel, the ExactTarget Extensions Network offers a number of partners Baynote, Certona , iGoDitigal, MyBuys, and Strands (among many others) deliver product recommendations within email. Real-time, product suggestions maximize the effectiveness of marketing campaigns with more sales, higher AOV and higher conversion rates.
Leverage the power of a Content Management System. Individualized messaging does not stop with product recommendations. By leveraging the power of a CMS, marketers can create dynamic content throughout an entire email. Business-rule-based content leverages predetermined demographic segments (and often consumer data) to drive a message custom-built for a shopper profile. Everything can be tailored in an email from the sender email address to overall content layout. The more customized the email, the more relevant the message.
Be aware, providing personalized content is no longer a competitive differentiator, relevancy is. Building a complete profile of a shopper and delivering the right message at the right time is what turn your marketing dollars into conversions and revenue.
For more information, please visit our Extensions Network, or contact your ExactTarget relationship manager.
Bios: Jason Fordham, Strategic Alliance Manager with The Partner Team at ExactTarget