online marketing efforts have become very sophisticated in recent years. In fact, the amount of data available to assess the online behavior of your customers can often become overwhelming. But what about all the data that is available from your offline efforts? Your direct mail campaigns, your call center logs, and your point of sale (POS) provide data that is too valuable to ignore.
( Read more : How to register a publisher account on adkode.com ? For online advertising agency )
Fill Customer-Experience Image
If most of your marketing efforts are to serve your digital customers, you might get an incomplete picture of your customers’ experience your mark -. And leaving many of them unserved. Here are some ways to bridge the gap between the customer experience online and offline.
be compatible with your online and offline experiences.
It is not uncommon today for someone to see your ad on the side of a bus, then go online to find your mark. If they do not see the same design and online messaging, your campaigns will disagree, and your brand credibility will decrease. Consumers expect their online and offline experiences to conform.
gain a thorough understanding of the customer journey.
examine the online behavior only tells part of the story and might even be misleading. You need an integrated customer profile including transactions and behaviors online and offline customers. For example, the track only online shopping will not reveal a high number of disturbance calls made about the product or service.
Strengthen closeness and intimacy with your clients.
This could be as simple as adding the address and hours of the most frequently used of an opening customer magazine (based on geolocation and buying habits) or highlighting sections of a catalog that the relevant information can be found (on the basis of declared interests or purchase history).
Given all online and offline channels under the same brand marketing strategy can be the most effective way to attract new customers and serve your existing ones. But how can you do this when your offline data is usually spread over different systems and in different formats, often completely separate from the analysis online? And how can you deliver personalized content on offline channels when customer profiles are often fragmented? Start with a few of these tips.
- Understanding the data you’re collecting and the full range of capabilities on your offline channels. For example, there are many ways to monitor that meets your mail campaigns such as direct mail tracking codes, custom 1-800 numbers, and custom landing pages.
- Catch data call centers, such as the resolution rate in the first call.
- Leverage your POS-system capabilities. Consider printing bids – perhaps, taking the client to a custom landing page -. Directly on revenue
- To determine whether your incoming calls from your digital offers. Having your phone number on your website actually lead to conversions? If you have multiple phone numbers that best converting?
- If you have your website and phone number printed on direct mail pieces, print ads, or outdoor advertising, track the number of visitors and web phone calls from these sources .
- your brick and mortar store compatible with your offline and online assets? A kiosk could integrate your physical and digital experiences and gather customer preferences.
Armed with information about the preferences and behaviors of your customers, you will be able to create cross-sell, upsell and successful loyalty programs focusing on the client instead of the channel . You will be able to create meaningful segments of your customer base and prospects, increasing the likelihood that your offers will resonate and generate sales.
best results – And your marketing objectives
Your efforts will be more effective and result in better return on investment if you engage customers automated, personalized experiences in both channels online and offline. Orchestrate data, offers and channel execution based on interactions and customer preferences on an integrated platform will produce the best results.
Your goal is to go beyond marketing to individual channels, and instead, the market for the individual – where, when, and yet he or she needs and at the same time his need. Integrating your site and off-channel marketing efforts can bring you many steps closer to serving all your prospects and customers.