There is a real reason to remove the lines that separate offline and online marketing; a program that bridges the gap between digital marketing and direct mail....
As a marketer we can help drive conversions by identifying patterns of behavior that infer intent. This is digital body language. How do you maximize digital body language? Take a minute to learn more in this week's Marketing in a Minute.
When engaging with consumers, our goal is to drive a conversion. As a marketer we can help drive conversions by identifying patterns of behavior that infer intent. This is digital body language.
Think about your last online interaction. Did you go to the exact site, click on the exact item, cart and checkout? Or did you browse multiple sites, view multiple products, view sizing charts and read reviews? Did you move on to another product without carting anything? This is digital body language.
Maximizing digital body language requires capturing the data, utilizing data science to determine which on screen actions reflect intent, and executing programs to capitalize on that intent.
Is there something we can do in real time to secure the conversion? Or do we leverage these clues to address specific consumer needs through additional touchpoints, across multiple channels, and then secure the conversion.
With digital printing, web powered direct mail may be the newest and most effective use for intent data. It allows for data interpretation, the personalization of the content, and speed of execution within the most highly responsive channel.