Onsite Targeting Gives Little Wins, Big Success

Bryce MarshallThe annual CTAM (Cable and Telecommunications Association for Marketing) Summit has kicked off in Denver as of yesterday. The CTAM Summit in a phrase: Hundreds of very smart folks gathering to strategize and plan for marketing their broadband, cable, and telecommunications services to the masses.
Every marketer needs a strategy. Strategy guides us through the maze of today's media morass, where we have lots of great content, lots of slick devices and platforms, and lots of media-hungry consumers but few clear ideas on how it all should work seamlessly and profitably. Strategy moves tactics, and the tactics move consumers into the ranks of bill-paying customers.

Marketers at CTAM are looking for wins – from the big, mountain-sized wins as well as the quick, daily wins. The search for the easy marketing wins is why is it great to talk about the value of and straightforward solutions for onsite targeting and testing.

The guys in the high corner offices can strategize about media platforms, and the content distribution rights, what is free and what is paid for, and the disappearing young male TV viewer. The marketers in the trenches worry about providing relevant and timely experiences to customers and prospects through the corporate website, microsites, and landing pages.

The technology, tools and concepts are straightforward with onsite targeting and testing – no high corner office types needed here. The IT team deploys some simple code snippets on the website and then they are out of the equation (the math is simpler when IT is not a factor).

Get those marketing synapses firing and quickly recall all of the straightforward, undeniably successful marketing and communications practices that are employed across direct mail, email, telemarketing, etc. Include those basic tenants in the web experience across the .com site and .net customer portal. IT is the 101 things like:

  • Is this website visitor a customer? If so, talk to them like their business is valued and offer them more opportunities – include offers for services they do not already have, not offers on those they already do have (for less than what they are paying now).
  • If they are a customer, in addition to seeing the great offers for additional services, perhaps they want a simple “Thank You” and a small but valuable demonstration of your affection, like a coupon for a free movie or a gift card to a local restaurant.
  • What services are available for prospective customers in a given footprint (and which are not available in their town, yet… but will be soon)?
  • Which offers are most compelling across demographics groups? Is it the savings and convenience of a bundle, the enviable speeds of the broadband Internet, or the economy of the basic, “lite” packages?
  • Are there special offers that are just for that customer’s area? Can the website provide this information without requiring a zip code first?
  • In those battleground markets, where customers have seen their neighbors switch to AT&T and Verizon… and now they have serious doubts about the quality and value of their service, too… they are on the fence. Some positive reinforcement of their purchase decision is helpful to get them off the fence and keep them off?

Yes, the website can be the frontline tool to satisfy customers and prospects needs with the right offers, the right information, and the right communications at precisely the right time. This is what onsite targeting enables. Lots of little, daily wins adding up to one very big thing: success.

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