Today Steve Mulder gave us “Create and Satisfy Demand: Two Tools to Complete the Marketing Loop,”, an academic piece in iMediaConnection that well-defines the fundamentals between demographic segmentation and behavioral targeting or what he referred to as “goal targeting.”
Steve talks about customer segmentation based on demographic and psychographic profiling. Of course you can push this farther and consider buying habits, product preferences and other known store-interaction behaviors which can be categorized. Anything you know about your customers can be grouped and segmented. So while Steve talks about the anonymous segments, when we’re talking about customers we can dive deeper and look at the information that our eCRM systems can capture and that our site-side analytics can measure. If I have a customer who purchases monthly, like electronics (i.e., Target.com) and spends on average over $100 per transaction, I can drop that user in a bucket with other like-demographic customers. The segmentation possibilities go much deeper.
This is not to suggest paralysis of analysis by creating too many segments, however if you are a Target.com, a BestBuy or other big box retailer, you have many, many customers and you have the ability to create 10-20-30 customer segment groups. If you are an e-tailor like LLBean, or Amazon or Overstock.com, you can create these segments.
Steve talks about Personas, as a defined “who or what,” meaning “…Why does this product or service make sense to your target audience? Why do the people represented in this audience need it, and why will they use it? How should we structure and design it to satisfy how people will be using it? How do we make sure the site gives people the experience they need and the business results we need?”
In Steve’s discussion, Personas are the other side of the equation, the behaviors that you target or goals. This article focuses on web site content placement which is vital to the emarketing equation. How you react to your customers when they are identified on your site will directly correlate to your recurring revenue potential. I have discussed the integration of CMS and dynamic content many times before.
When someone logs-on an identifies themselves, you tap into eCRM and you can tap into the segment relationship and/or bucket that user belongs to. They you can target them with content and messages to promote recurring revenue opportunities.
External marketing, such as email marketing can tap into these buckets as well with customer segment targeting as well.
But a topic we have talked about many times before is how you can recognize and target someone BEFORE they come to your site and identify themselves. Well, what about when they come to your site and don’t login. Using cookies enables you to recognize someone and still tap into your customer segment models right? So you don’t have to wait until they login to identify them.
That takes care of returning customers. What about someone who blows out their cookie? Well, as soon as they login you can re-recognize them and re-cookie them right? Cool.
What about someone new? They click on an ad and come to your site, you grab the click-thru URL and interpret the source and put that into the cookie as a prospect and let CMS take over until they create an account. Cool. Once they become a customer, segment membership begins and more data can be written to the cookie for future recognition and content targeting – more CMS. CMS is Content Management System btw.
Then there is the external recognition of your customers – what about the topic of choice with regard to advertising. If you are spending time creating customer segments and you are spending time creating goals for CMS targeting. Why wouldn’t you leverage that knowledge to benefit from being able to recognize your customers when you advertise online as well? If you can recognize your customers while you advertise online, you can extend your goal-oriented messages, drive recurring revenue opportunities and motivate your customers to return. When they do, your site-side BT efforts can take over as Steve discusses and your drive home those sales opportunities.
With both of these efforts in place. Taking the time to create and analyze your customers to create segments and creating targeting goals that affect both internal, site-side and external, advertising-side efforts you will gain huge insight into what works. The knowledge gained will improve your ability to make better decisions about your future marketing efforts, both site-side and external.
Reactionary with Insight
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