The Real-Time Challenge of Inbound Marketing Strategies
Most marketers recognize the need to prioritize inbound marketing. Whether it involves an exciting travel offer presented on the homepage of a booking website, a message about new mortgage rates on the screen of an ATM, or optional phone upgrades presented during the discussion with any call center (“For English, press 1...” type of conversation);the goal is the same. Companies need to leverage customer attention to offer them something of value and relevance at a specific given time.
Customer attention is one of the most valuable aspects of any inbound marketing initiative. Unlike outbound communications, your organization will struggle less for customer attention. It will also reduce the risk of losing your communication through spam folders or getting deleted. In inbound marketing, the customer comes to the marketer; indirectly giving you and your organization the chance to leave a mark. At the same time, the customer is unknowingly giving you valuable data through their behavioral and browsing patterns as well as their search criteria.
With all this being said, it is important to note that offline batch analytics
However, by not properly
Naturally, one might question why every single organization does not use real-time offers for all their inbound channels. Simply visit an e-commerce website, log in or create an account, put the products you want into your shopping cart, then empty the shopping cart and log out. Often enough, even after completing all those steps, there will be no immediate response.
So how could something so important not be used on every website? The answer is quite simple: getting it right is not always easy.
Along with the obvious benefits, there are many challenges with a successful real-time inbound marketing channel implementation. There are technical limitations, such as the time limitations the marketing systems have to
Let us look at the examples provided at the beginning of the article and see how companies can easily miss out on some of these crucial marketing opportunities.
- Travel offers can quickly grow out of proportion with over thousands of possibilities for every destination.
- The screen of an ATM has very limited space to squeeze more offers and extremely basic interactions to generate specific information. Not to mention the security requirements needed to work with such a sensitive system, makes it difficult to extract certain information.
- The interface of the call center operative can only be as responsive as the person using it. This sometimes creates very straightforward interactions where the window of opportunity to market anything is just too small (an offer for a phone upgrade would be quite useless if the customer is calling to complain about billing issues).
Unfortunately, to properly address every single case, each one needs to be checked on
Nevertheless, inbound marketing channels have great potential when implemented correctly. You will have a reduced number of offers presented to each customer, leading to lower customer fatigue. More accurate targeting of relevant and personalized offers will lead to higher adoption rates. Finally, a careful study of behavioral patterns will allow relevant follow-up campaigns to acquire, retain and upsell. All of this is driven by leveraging collected data that has been
Munvo is a leading consulting firm helping clients improve their marketing capabilities through a combination of technology implementations, management consulting and marketing run services. In addition, Munvo Lab develops products and connectors for Adobe, SAS, and Unica Marketing Solutions.