Posts tagged ‘CRM’
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Is the free web dead?
Database Marketing – June
“Quality journalism is not cheap,” said Rupert Murdoch. “The digital revolution has opened many new and inexpensive distribution channels but it has not made content free. We intend to charge for all our news websites.”
The free web has created winners, such as Google, and many losers, such as publishers. In the mid-nineties everyone believed that the information rich internet would be built on an advertising model. Fifteen years later it is hard to find a publisher that makes a profit online. Read more »
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Is there one magic button to rule them all?
In ‘The Lord of the Rings’ the evil Lord Sauron was always hunting for “the one magic ring that rules them all”. Luckily he’s not an online marketer as that sort of attitude just wouldn’t do…
Life would be very easy if one call to action could rule them all. Sites would all be identical and the one ‘super design agency’ would be shared by all companies. Unfortunately this is not the case. As online marketers we are uniquely placed to use the wealth of data and expertise at our disposals to understand exactly what works well on our websites and then select the right elements through testing and optimisation. Read more »
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Benefits of an integrated online database
The benefits of a CRM marketing database and a single customer view are well understood by offline marketers. For some strange reason the same is not true when it comes to online marketing. Online marketers seem to be happy to have separate web analytics, email and e-commerce systems that do not talk to each other. This makes ROI activities such as behavioural marketing impossible to do.
Marketing is all about making the most relevant offers to consumers. Right offer, right person, right time and right channel. For example, if a customer abandons a shopping basket, email that customer with a link taking them back to their abandoned shopping basket. It’s good customer service and you get 2-4% extra sales. In the current economic climate something not to be sniffed at. To do this you simply need your web analytics to be joined up with your email, but for some reason in the real world it’s not so simple. Why is this?
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The future of media reporting. Part 2 – customer communication
In the first part of discussing media reporting we talked about how ‘last click wins’ was coming to an end and more complex and intelligent models would be used in the future. I’d like now to focus on moving past reporting and actually using the data to provide action and benefit, namely through communication with the customer or prospect.
Simple question – if you capture how a user arrives at your site would you not want to use that information to tailor communications with them?
