Sponsored by InQuira and hosted by the American Marketing Association, this webinar offers a compelling look at how companies can leverage the real-time insights of search interactions to boost online conversions.
It is standard practice today for companies to target specific customer segments by demographic attributes or historical purchase patterns that correlate with desired purchase behavior. Though targeted marketing is far superior to mass marketing, database segmentation tactics are incomplete for two key reasons:
- First, segment profiles are based on insights from a composite of individual transactions and attributes, so that when applied against a specific individual, it is highly unlikely that the segment profile will perfectly match the customer in question.
- Second, historical data is of limited value in predicting future behavior. Just as "past performance is no guarantee of future results" in the financial world, marketing to targeted segments is no guarantee that sales will follow.
Many segmentation and targeting solutions for the online channel lack capabilities to track and respond to real-time changes in consumer behavior. The next wave in marketing through the online channel is to complement targeting strategies with real-time insights into what your customers need today.
To learn more, click the title below to view the webinar:
Real-Time Customer Intelligence in the Online Channel:
How to Leverage Search to Target Customers by Purchase Intent |
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In this best practices webinar, you will learn how to:
- Leverage search interactions to uncover current customer needs.
- Implement business controls and automated processes to personalize marketing messages based on the customer’s purchase intent.
- Test, measure, and revamp marketing offers based on customer intents.
- Identify opportunities to fine-tune marketing messaging to appeal to previously unrecognized customer needs.
Presenter:
- Bob Macdonald, Chief Marketing Officer, InQuira
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