Target audience marketing: maximizing the online user experience
The more that you can tailor your messages for specific customer segments and understand what they are looking for, the more likely you are to capture their loyalty and interest in your products and service. Target audience marketing provides you with a way to connect with your customers through effective online communication.
Description
Market segmentation
In the 1990s, mass customization became the leading paradigm for many marketers.
This involves knowing what customers need and delivering the promise. Part of the reality of mass customization is targeted communication by which marketing communication is designed for specific customer segments, allowing organizations to personalize their offering.
For online communication this means publishing separate Web sites for targeted audiences. This process should be fast and easy with maximum reuse of content and design elements. SDL Tridion BluePrinting™ technology delivers to this promise by allowing for easy customization for multiple target audiences.
Target audiences
Customers always want to be treated as unique, however, for marketing it is necessary to segment customers into groups and match these groups with products and services that meet their needs. It is important to identify the unique requirements of each customer. For the online channel, and particularly for organizations want to that meet high customer expectations, multiple sites, languages, and offerings need to be managed and controlled.
Mapping these target audiences to a global business model however is the challenge that can be facilitated by an effective WCM solution.
Download the white paper about five ways to persuade your target audiences.
Using your distribution channel
Effective communication with distributors, consumers, prospects and other stakeholders requires a targeted communication strategy. Consistent, effective and direct interaction with these groups requires a complex mix of information sharing, knowledge about the needs of these groups, their preferences and the selection of the best possible channel for communication.
This complexity necessitates connecting with multiple customer segments through targeted, relevant and timely communication.
Web 2.0 demands
Web 2.0 has changed how organizations interact with your target audiences. This personal and interactive communication poses new questions and challenges for both 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.