Creating Dynamic Targeted Websites
The effort to create more personalised visitor segmentation is leading vendors like Kefta to build solutions structured around site behaviour, prior behavioral information such as purchases or products of interest, search queries, geo-targeting, etc. Based on these, decision making information such as Paid and Organic Keywords, Affiliate and Link Tracking Codes, Banner and Email Promotional Codes could be presented.
Thus, an online marketer ends up with a a best-message/ best-time/ best-channel tool that lets marketers differentiate themselves with the best, most relevant user experience. This in turn leads to long-term customers and higher conversion rates, as the website MyWeddingFavours discovered.
As an example, a visitor coming to a travel website from London (as shown by Geo Trageting via IP) and reading articles on Australia, could be shown banners giving a special rate on a London-Australia flight.
Similarly, a customer who bought hiking shows from an online store, could be sent an email with a special offer on other hiking gear or even hiking packages, or books on hiking trails.
Personalisation of a mass media as only the Internet can offer.
Other reads:
Kefta Lets Customers Self Serve
E-Mail Blasts Kill Channel’s Reputation
Beyond Behavioral
Filed under: Web Marketing