Target audience marketing: maximising the online user experience
One-to-one marketing has evolved to encompass target audience marketing. A more comprehensive way of maximising the online user experience.
Description
Market segmentation
In the 1990s mass customisation became the next paradigm for Marketers in both the manufacturing and services sectors. It was all about knowing the exact needs of your individual customers and delivering the promise! It is fair to state that the reality of mass customisation is what we call Target Audience Marketing. Individuals tend to want the same as the group they belong to. For Online Communication this means that publishing separate Web sites for targeted audiences should be fast and easy with maximum reuse of content and design elements.
Target audiences
For many enterprises the promise of real one-to-one marketing is unrealistic and, for even more, not really necessary. Of course, every customer believes he or she is unique but in reality we know that from a sales and marketing perspective there is nothing wrong in grouping of customers and markets in entities with similar product needs and communication requirements. Mapping these target audiences to a global business model however is the true challenge. Multiple sites, languages, offerings etc. often cause sleepless nights for communication managers, marketers and IT managers.
Using your distribution channel
Your company often has to deal with distributors, consumers, prospects and other stakeholders. Implementing a marketing strategy across all of these audiences and channels in a consistent way is a true struggle for many enterprises these days. Also the direct interaction with consumers or end users of your products or services is new to many enterprises and thus marketers. Concepts like online self service are often talked about yet rarely implemented successfully. Things that seem so obvious suddenly become a communication and technological challenge. This complex mix of information sharing and cross channel communication asks for a solid content management infrastructure.
And what about Web 2.0
The new online paradigm called Web 2.0 brings new demands to enterprises in relation to their online presence and offered functionality. Interaction, contribution, collaboration, communication between yourself and your customers pose new questions and challenges on communication strategies and corporate positioning. Apart from what your company’s choices in this new era will be, you need to ensure your WCM system and its underlying platform support the chosen strategy.
Benefits
Increase sales
Effective targeted marketing results in increased conversion rates of your Web site visitors into valuable prospects and leads for sales. Many SDL Tridion customers benefit from our target audience functionality to execute their online direct marketing strategies.
Identify and communicate
Target audience marketing that works depends on the ability to identify Web site visitors. SDL Tridion enables this through its audience management and personalization & profiling functionality, which allow you to collect the relevant data to communicate with your customers in a tailored way.
Personalized, dynamic content
SDL Tridion enables you to creating a personal online experience to each and every Web site visitor. This personal approach combined with persuasive content and appealing applications makes your Web site ready for the real Web experience.
Download the white paper about five ways to persuade your target audiences.
Web 2.0 support by SDL Tridion
The definition of "Web 2.0" continues to shift as individuals and organizations define its use and benefits. SDL Tridion Content Management allows you to incorporate any type of Web 2.0 application, including blogs, wikis, forums and RSS feeds, to enhance the visitor experience to your customers' online experience.