To effectively target customers, and connect with them successfully, you must gain in-depth customer knowledge. From that point, you then must use that knowledge appropriately across all channels.
1. See – and capture – the whole picture
Through your website analytics, you need to gain a holistic view of visitor performance. You need to track every touch point visitors use on your website –every click, conversion, abandonment, where they came from, where they went. All this information is available, so you need to be geared to use it.
As your store of data builds over time, you can better understand not only your online customer, but your customers in general.
You must be working towards turning one-way marketing initiatives into two-way dialogue.
Ideally, you create a customised experience for each customer. The benefit is that you can keep that customer coming back. Then you can devise relevant offers and personalised messages, and these should give you a higher likelihood of conversion.
2. Get deeper insights with time
Rome wasn’t built in a day. You need to continuously capture visitor behaviour – what they click, what videos they watch, what content they view – and analyse that behavior over time.
If you link current behavior to previous sessions, you may be able to unearth how likely customers are to buy or engage with you.
3. Maintain a cross-channel view
Customers interact with brands online and offline. Incorporate offline data with online data to get a more accurate, well-rounded view of customers.
Where you combine data, it’s easier to optimise the customer experience. For retailers, how does the average sale online compare with the average sale in store? Why are sales at a particular time heavier online and poorer in store? As you delve into these sorts of questions you are all the time learning about your customers.
4. Use key performance indicators to enhance paid search initiatives
Develop keywords and ads that meet your objectives. Most visitors don’t convert with a single visit. Because of this, you need to track how paid search campaigns perform on their own and how they help drive other marketing goals.
5. Make every message compelling
Use customer data to place highly relevant product and service recommendations across your site and throughout email campaigns. Such tactics help you increase cross-sell opportunities and keep customers engaged.
09 March 2010
Getting closer to the affluent market
Who are the heaviest users of loyalty programs?
The affluent, according to Rick Ferguson, editorial director of COLLOQUY, a provider of loyalty marketing services based in the US.
Ferguson defines ‘affluent’ as households earning $125,000 or more per year in disposable income.
But marketers can't serve up the same loyalty program features to this customer segment as they do to other program members and expect to keep their business.
So what will the affluent segment value in a loyalty program?
1. Offer value and experiences that they can't get anywhere else.
Affluent people tend to be financially savvy and they crave value.
Let’s take the case of an affluent customer who enjoys golf and who buys some unrelated goods: a good offer may be "spend $200 with us during the next month, and we'll double your points and give you the opportunity to redeem those points for a three-day golfing holiday on the Gold Coast”.
Such an offer can work on many different levels. It's an opportunity the customer can't get anywhere else, and it will be a memorable one. Plus, they'll seek to repeat the behaviour that created that experience.
Of course, not every offer has to end with a golfing holiday. It can be something as simple as a discount to a local restaurant. That can be equally powerful. It's just got to create a memorable experience, and it's got to be the right experience.
2. Demonstrate your loyalty, rather than trying to gain theirs.
A loyalty program, no matter how well it's run, is not going to make a customer more loyal to a company. The purpose of the program is to demonstrate the company’s loyalty to a good customer. That's why extra value in the form of economic value can work so well.
3. Improve the emotional connection
Equally important is the emotional element. Your promotion must say to the customer, “We value you as a customer and as a person, so we’re offering you some special pricing or a special event that will make you feel more emotionally connected to the company”.
Usually, the combination of economic and emotional benefits is a very powerful and effective one.More than anything else, in the affluent sector, it's all about experiences. The idea is to use data to enable you to understand your customer and to enable you to make offers that are appealing.
For details about how the Action Words team can help you with all kinds of copywriting, please go to:
http://www.actionwords.com.au/home/
The affluent, according to Rick Ferguson, editorial director of COLLOQUY, a provider of loyalty marketing services based in the US.
Ferguson defines ‘affluent’ as households earning $125,000 or more per year in disposable income.
But marketers can't serve up the same loyalty program features to this customer segment as they do to other program members and expect to keep their business.
So what will the affluent segment value in a loyalty program?
1. Offer value and experiences that they can't get anywhere else.
Affluent people tend to be financially savvy and they crave value.
Let’s take the case of an affluent customer who enjoys golf and who buys some unrelated goods: a good offer may be "spend $200 with us during the next month, and we'll double your points and give you the opportunity to redeem those points for a three-day golfing holiday on the Gold Coast”.
Such an offer can work on many different levels. It's an opportunity the customer can't get anywhere else, and it will be a memorable one. Plus, they'll seek to repeat the behaviour that created that experience.
Of course, not every offer has to end with a golfing holiday. It can be something as simple as a discount to a local restaurant. That can be equally powerful. It's just got to create a memorable experience, and it's got to be the right experience.
2. Demonstrate your loyalty, rather than trying to gain theirs.
A loyalty program, no matter how well it's run, is not going to make a customer more loyal to a company. The purpose of the program is to demonstrate the company’s loyalty to a good customer. That's why extra value in the form of economic value can work so well.
3. Improve the emotional connection
Equally important is the emotional element. Your promotion must say to the customer, “We value you as a customer and as a person, so we’re offering you some special pricing or a special event that will make you feel more emotionally connected to the company”.
Usually, the combination of economic and emotional benefits is a very powerful and effective one.More than anything else, in the affluent sector, it's all about experiences. The idea is to use data to enable you to understand your customer and to enable you to make offers that are appealing.
For details about how the Action Words team can help you with all kinds of copywriting, please go to:
http://www.actionwords.com.au/home/
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