According to Digital Information World, 96% of users leave a website before converting, and 49% of them need to visit it twice before making a purchase decision. How do you use these data to properly take care of your customers without making them feel overwhelmed by pervasive marketing messages? The key is to find the right tools.
Back in the day, in the parking lots, you could meet gentlemen who tried to persuade people to buy cheap perfume. Tons of paper are flying around the streets in the form of discarded, unwanted leaflets. Brick-and-mortar stores are tough for introverts, who, being repeatedly forced to answer the nagging question “Can I help you?”, whisper under their breath: “Just looking around!”.
And what does it look like in the online world? Intense and thoughtless remarketing can also really boil your blood. After making any purchase, on every site I visit and in every email I receive, I see an ad for exactly what I just bought. But why do I need two lunches in one day or two pairs of the same shoes? Sounds familiar?
Marketers who react only to a transaction made by the user clearly do not have the tools to get to know their current and potential customers well and to plan deliberate activities that won’t be annoying. This is where Sii experts come to the rescue, offering Salesforce Marketing Cloud solutions with a range of means to engage consumers, discover their needs, and communicate with them 1 to 1.
It’s no secret that targeting e-mails and other marketing messages may be based not only on declarative (willingly provided by the user, e.g. by filling in a form) but also on behavioral data. The latter kind is used for creating personas – a detailed segmentation of users according to their behavior and interactions they carried out not only with the received e-mail but also on the website or in the store’s application.
Consumers are becoming more and more aware that their (often sensitive) data is a virtual currency with which they can buy services tailored to their needs. Amazon knows immediately what you want to get for a disliked uncle’s birthday, Netflix accurately estimates what series you’re in the mood for on a cloudy November evening, Uber guesses that on Monday morning you’re in a hurry to get to work (not a party), and Booking figures out that this time, due to the back pain, you will give up a dorm room in favor of staying in a comfy hotel with a pool.
You may take what I’ve written in the previous paragraph with a grain of salt, but the biggest brands really do create their services based on massively collected and meticulously analyzed data. Amazon will check how long it took you to browse the “TVs” category and how long your cursor stayed over the “Buy now” button, and Netflix will keep track of every single time you pause the show. The proper use of this type of data makes the user feel that a particular service has been tailored to their needs.
Keeping the customer on the website and successfully leading to a transaction is a challenge for marketers. According to Digital Information World, 96% of users leave a site before converting, and 49% of them need to visit it twice before making a purchase decision. In order to use data well, and not burden the user with numerous marketing messages, the tools need to be optimized. The Salesforce ecosystem allows you to manage data from different sources from the Marketing Cloud level. If you integrate Marketing Cloud with Sales Cloud or Google Analytics, you will have direct access to all the data in the tool that can make the best use of it. What’s more, you will also have the ability to manage user profiles via the Customer Data Platform (but that’s a completely different story).
Do you have any idea how to communicate with your users step by step? For example – send an email, then send a reminder based on the order or display an appropriate message through a different channel? Such activities can be planned in a clear way within the Journey Builder functionality in Salesforce Marketing Cloud. It allows you to put together scenarios for potential customer journeys like building blocks. In addition, thanks to the possibility of creating dynamic content with the Content Builder tool, you can give the recipient of an email or text exactly the information they expect. As an implementation partner, the team of the Sii Salesforce Competency Center deals with the selection and adaptation of such tools to the clients’ specific business needs on a daily basis.
What’s more, many people will be happy to learn that optimization processes can be placed in the hands of AI. An additional Salesforce Marketing Cloud toolkit, Einstein Analytics, allows you to look into the crystal ball and predict the future. Artificial intelligence bearing the name of a well-known physicist can suggest when the user is most likely to receive the message, how often they need to receive new information, and can even deduce how the recipient will react to the given content.
The tools I’ve presented in the text are just a sample of the possibilities offered by Salesforce. As a certified provider and implementation partner, Sii Poland offers you solutions that will appropriately strengthen your digital marketing strategy. We will also tell you how to efficiently redefine your actions in order to achieve the assumed business goals.