“The Conversation is leading the Conversion”
Personalized and automated marketing increases the effectiveness and efficiency of online communication with your audience. By approaching customers based on their interests, preferences and behavior, you trigger their interest more intense.
A Large and global target audience, short time-to-market, low cost and enabling technologies. The benefits of communicating online are numerous. The power of online 
communication is huge, because almost everyone is “connected” today. Virtual contact exists fully next to physical contact. The online conversation is the gateway to a sustainable personal or business oriented relationship. Getting attention by first giving attention, or listen before engage. All because of a simple rule: The conversation is leading the conversion.
Online communication is often the first (and most important!) introduction to your brand or product. In just seconds, it is possible to convince consumers. And online communication is much more than Facebook or Twitter alone; design, content, usability, personalization and online services are crucial. Authenticity, information and transparency are essential!
Personalize!
There are dozens of ways to communicate online with customers and prospects. But the most effective method is personalized communications. Personalization confirms the relationship between you and recipient and inspires confidence. A well designed personalized marketing campaign features a series of personal messages at the right time to encourage the interaction (eg. exchanging information or buying a product).
Personalization of online marketing campaigns raises the effectiveness (conversion, client and customer value) and efficiency (channel use, touch points and volume) of online communication. Traditional marketing rules combined with new channels and technologies.
Still, many companies experience challenges with personalizing most online communication for large customer groups. Companies experience the transition to personalized communication often as a complex, time consuming, intrusive or privacy-sensitive activity
Marketing Automation
The increasing interest in automated and ‘Closed Loop Marketing Solutions, also known as Marketing Automation is a logical consequence. Marketing Automation enables repetitive marketing activities to be fully automated and based on customer intelligence insights.
Closed Loop Marketing Automation Cycle
This means that the right message is communicated at the right moment on the right channel or device and fully compliant to all corporate style guides for ensuring a seamless cross channel experience. Customers are targeted based on their interests, preferences and behavior on individual level by a cleverly tailored call to action.
Most online communication takes place based on knowledge of previous actions and triggers and in which phase the customers are within the buying process, from need to purchase. People get the right communication at the right time to encourage interaction.
Software vendors act smart on this trend and offer web-based platforms and SAAS solutions that are fully open for integration with other platforms. Marketing Automation software often consists of a selection of the following features: CRM Integration, List Management, Email Marketing Platform, Lead Nurturing features, Lead Generation features, Online Analytics and Reporting.
Marketing Automation solutions offer you the possibility to realize effective and successful closed loop marketing processes. In addition, the various pay-per-use models, predictable costs, high ROI and integration across platforms are mutually important advantages and drivers for online channel growth. This growth is realized by firstly a strong brand experience which increases absolute online sales figures, increasing average order value, lower costs per order and also the number of high quality leads.
Do you want to know more about marketing automation or other online marketing opportunities for your organization? Please contact me and share your requests, thoughts an views.
Personal favorite vendors and solutions:
- Eloqua (www.eloqua.com)
Eloqua automates the science of marketing campaign execution, testing, performance measurement, prospect profiling, and lead nurturing and allowing marketers to drive revenue and do what they do best: develop strong brands, build creative campaigns, and deliver compelling content. With Eloqua, marketers can read and automatically respond to their buyers Digital Body Language and triumph over their biggest challenges.
– Net-Results (www.net-results.com)
Net-Results provides a SaaS automated lead management solution for companies of all sizes. Net-Results’ combination of power, simplicity and affordability is unmatched in the industry. Integrated with Salesforce, SugarCRM and Microsoft Dynamics, Net-Results allows companies to automate lead qualification processes; nurture leads until they are deemed ready to buy, and identify and prioritize qualified leads.
– Neolane (www.neolane.com)
Neolane provides the only enterprise marketing software specifically designed to manage, automate and optimize programs across traditional and emerging channels including direct mail, email and mobile. With Neolane’s cross-channel direct marketing and lead management solutions, marketers can manage campaigns, resources, customer data and analytics from a single platform to dramatically improve effectiveness and ROI.
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