Our ability to target a person with relevant offers is greatly enhanced if we understand their digital footprint. They key to success is being able to capture peoples online activities as they traverse the internet, your web assets and engage with your email campaigns and social properties.
Life before a Digital Footprint
In the example below we (those of us 30 years and older) will remember what it was like buying something. It may have been a pair of jeans, a TV, a car or even a house. The buyers journey was much the same for most of the purchases we made.
Life with a Digital Footprint
The buyer’s journey has essentially remained the same, we still go through the same emotional stages, however the channels we engage through are very different. We now arrive at the purchasing point far more educated than we were previously.
We’ve engaged with other buyers and sought their opinion. We understand the products features, its shortcomings and have price expectations based on reviews given by others.
In each of these steps we leave a digital footprint. Through keywords we use across blogs and social media properties, cookies on our devices, forms we complete etc we leave a digital footprint. Augmented by possible phone calls to contact centres we build a profile of our online behaviour.
How does this help the marketer?
Well, it’s all great information but it will depend on your organisation’s ability to capture this data, segment it and then action campaigns based on the digital footprint.
Perhaps you could start here
Start with something as simple as people who “opened” an email as against those who did not. You could take it one step further and segment those people who clicked on a link in the email as against those who did not.
Based on the content of your initial email, prepare a second email which is connected to the original. Given you have an audience who have expressed interest by “clicking” a link, you have a better chance of engaging with them because your content is hopefully relevant.
Then, don’t miss the opportunity to measure the performance of the two emails and evaluate the difference. Some A/B testing is always good practice.