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Discussion: ROI of Web vistors - catching them before they leave after the click.
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Lindsayj |
ROI of Web vistors - catching them before they leave after the click.
Oct 13 2006, 10:17 AM EDT
The challenge that many organisations face is after spending tens of thousands of Euros to drive the traffic to the site - ads, Adwords, DM, ... and once the visitors get to the site they come in, look around, and then leave. So how can companies capture the big fish before they leave the site. This is giving rise to a whole new generation of solutions to create intelligent, real time interventions to engage quality visitors i.e. instant offers, push to chat with call centres, and smart lead detection forms. To do this intelligently a platform is required to convert traffic into business intelligence, to covert unknown visitors into known visitors based in instant pattern detection, artificial intelligence, and predictive modeling. We are using one such solution with auto and ICT brands. The results are impressive. Shorter sales cycles, higher sales conversions/lead, high call centre response rates, and positive branding impressiong made in the pre-sales process.
Marketing professionals need to look at how to measure quality of traffic rather than quanitity and make links to the revenues campaign generate and the campaign sources of the leads that generate the revenue. With RT monitoring and marketing accountability tools, this is now becoming possible. 2 out of 2 found this valuable. Do you? |
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Posted Anonymously |
1. RE: ROI of Web vistors - catching them before they leave after the click.
Oct 17 2006, 9:27 AM EDT
Well, I have to say to this comment and in general e-marketing efforts this tip. ALL e-marketeers try to promote the domain of a site. I mean we see various banners or other adv. vehicles that try to sell emotion but in the end they promote the URL (i.e. www.myvaluabledomain.com). But imagine that there are many many other "things" to promote from your site/business. The actual content. I mean, no one does this. There, you have 10ths, 100nds, 1000ths of pages with different content and they just sit there. Well, how one uses these "weapons" to attract, retain and turn visitors into customers? This is a point.
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Posted Anonymously |
2. Internet marketing is *not* grounded in analogue principles .
Oct 17 2006, 11:33 AM EDT
I hesitate to challenge the Economist, but just this once...
The pitch of their 'ultimate marketing machine' article is grounded in analogue principles, where marketing is controlled, scheduled and edited by the advertiser. Not online it isn't. The customer has control. This though is embedded in thinking from Cluetrain to Tipping Point: markets are conversations, which marketers may participate in and influence, but they do not control. This is the fundamental shift brought about by the internet. All else is short term competitive advantage in analogue marketing's 4 p's. 1 out of 1 found this valuable. Do you? |
