Adapting content dynamically focusing on the specific visitor
Marketing automation is the process of intelligently tracking visitors to your site, social media and email marketing and then altering the content of your site and your marketing actions to match the known interests of the visitor. By doing this dynamically you are able to present a customised view to each visitor, learn their interests as they navigate your site and improve conversion rates for contact enquiries and lead generation.
Intelligent marketing automation combines a range of techniques to monitor each visitor and make decisions based on their actions. You are then able to start identifying visitors, learn their interests and focus your marketing activity towards them personally. Full reporting provides instant analysis and helps drive your campaigns.
The whole process starts with a ‘decision tree’ where specific actions determine decisions on what to display or what to do, a simple example might work as follows:
Your website covers three major sections of interest (Product lines, A; B; and C) which are displayed as 3 panels on the homepage. An unidentified visitor arrives at the homepage and clicks on the 2nd panel indicating an interest in your product line B. The marketing automation system records the IP address of the visitor and the fact they were interested in product line B.
The next day the same IP address arrives at the homepage of your site, this time the IP address is recognised as having potential interest in product line B. Now the main banner of the website promotes product line B and the major call to action is directed towards a contact form requesting further information. The visitor completes that form providing an email address and requesting further information. Your marketing automation system now generates an email to the visitor with details of specific products within category B. It is usual practice to offer 3 options in such an email with each one linking back to specific landing pages on the website.
The visitor receives the email and clicks on one of the links. You have now identified a specific individual for the original IP address, have demonstrated an interest in product line B and within that a specific product range or item. The next visit to the website can now be tuned specifically for this particular item. The overall process is repeated for each visitor and IP address with reports back to the sales and marketing department feeding potential sales leads into your sales funnel.