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Online Marketer'sSegmentation Guide
segmentation guide
Engaging Customers on Their Terms Segmentation Benefits CustomersMost experienced online marketers could prob- Today's customers expect-no, they demand relevancy. If what you're try-ably write the curriculum at their local universi- ing to communicate doesn't connect with them and their issues in a split ties for classes related to various strategies and second, you've lost them. Knowing who your customers are and what they tactics of online marketing. However, it seems need is a requirement to compete in today's competitive online world. that many online marketers tend to ignore the Anticipating what they want and providing value at the right time, place valuable lessons that database and direct mar- and format is what is needed to win... keters have learned over many years of prac-ticing their craft. These traditional marketers What distinguishes online marketing from various forms of database mar-know that marketing is, at its very core, about keting is the incredible wealth of data and the velocity at which everything connecting with prospects and customers in a moves. Consequently, businesses that are able to successfully measure, meaningful way-on the customer's terms. The segment and digest thousands or even millions of customer transactions online marketer's challenge is to make sense in a fast and efficient way will realize a significant competitive advantage. of the vast information that traditional offline The proper use of customer information and segments will benefit cus-marketers could only dream of to connect and tomers too. Customers should perceive the information and offers they build relationships that benefit not only their receive from you as a benefit (if it's relevant) of having a relationship with organization, but also their visitors and custom- your company. ers. This guide will help you identify your key segments and, more importantly, provide you How do you touch a customer's life through segmentation and a data-with tools and knowledge to better manage base? There are many ways, some of them so simple that we may over-those segments. look them. For example, when I visit Blockbuster.com, they greet me by name and more importantly provide me with recommendations based on So, how do you effectively develop relation- my previous selections and the scores I have given to movies. Personal-ships with thousands of individuals that come ization is nice, but recommendations are valuable. Blockbuster is able to to your site? The truth is, while one-to-one make these recommendations because of the data they have collected marketing is a worthy goal-in many cases, about me over time and through tracking my behavior.it just isn't practical. Just as the catalog or direct marketer looks at cluster codes, lifestyle Not too long ago, I was shopping for light fixtures online. I even put an overlays, the online marketer needs to create item or two in my shopping cart, but decided to leave the site before meaningful groups or segments that are sig- placing the order. When I revisited the site a few days later I was offered a nificant as well as manageable. As an online discount on lighting fixtures and I was provided additional information on marketer you can then develop the marketing a new line of lighting fixtures that the store was now carrying. This was an strategies and tactics that will strenghten your unexpected benefit and made my shopping experience easier.relationship and keep them interested in what you have to offer. Finally, the other day I received an email from an online women's clothing store. It was a brief email from the department manager, reminding me of my wife's upcoming birthday and it contained an offer to gift-wrap and send a dress by one of her favorite designers, in her favorite color and size in time for her birthday. I snatched up the offer. This business is providing a valuable service for their customers and I bet it's a very profitable one too. It made me glad to be in their database. And it was all made possible through
www.omniture.com | 1.877.722.7088 Online Marketer's Segmentation Guidecustomer intelligence and smart segmentation. shutting off placements or keywords, you are in essence segmenting your When done well, segmentation and database efforts for one of two reasons or the combination thereof: 1) the placement marketing will make your customers feel con- is too ex... [download for more]
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