Segment of One -Building Streaming Audience Engagement Analytics for customer lifecycle engagement automation

The future of Audience Engagement – Real Time – Real World “Segment of One”

How is Customer engagement defined in new digital world?

• Customer engagement today has new meaning – it needs to be renamed as Life Cycle Engagement because it’s about engaging the audience, even before they have become a customer – Infact it is about engaging the audience the moment he steps into your customer life cycle journey. This would mean engaging the audience even in anonymous state of suspect or a prospect
• Till Now the audience and their behaviour was tracked from the moment they became a customer – Because till then they are anonymous or unidentified state and were dropping out before becoming a customer.  It was not possible to collect and tag behavioral data at an individual level.
• From a marketing point of view the entire effort – driven through the conversion funnels are Inwardly skewed towards 80- 90% drop outs before they even become a customer
• Using technology to improve performance & delivery is just not enough – its all about increasing experiences – keeping Delivery & performance as constant

More visitors or more customers?

While most businesses, may be facing a host of operational, logistical challenges; there is a key area that everybody is either consciously ignoring or not giving a serious thought to is about conversions.

The facts and trends today seem to be going in the wrong directions.

• Conversion rates of Digitally enabled marketing processes is less than 5 %
• Over 90% of visitors on a website are anonymous
• Focus on social and Mobile is not necessarily yielding conversions
• Customer acquisition costs are mostly on an increasing trend
• Customer loyalty through digital mediums is not even worth mentioning
• ROI’s on digital spends are not necessarily as positive as previous quarters

The above facts may point to a direction that the digital trends are bound to get broken or effect stagnation. Needless to say that most ecommerce and online marketing businesses are facing the profitability challenges.

While most of the digital marketing efforts today are focused at driving visitors to the site or carefully orchestrated inbound marketing efforts, which increases the traffic on the site, but every website today suffers from a congenial paralysis of what to do or how to lead a visitor or customer when they are to their site.

Radical thinking or technologies of engaging visitors – (Yes even though many might be anonymous) is an idea that not many are experimenting or involving themselves with currently.

One way to look at the problem is to flip the problem upside down, which would mean broadening the bottom end of the conversion funnel rather the top end   

Solving the Unsolved Challenges in E-commerce & Digital Marketing

Solving the unsolved challenges in E- commerce & Digital Marketing from Pavan kumar

Customer Centric Digital Marketing

In today’s new age economy, more and more businesses are driven by digital commerce, as traditional and new businesses are leveraging the web as a channel to sell their products & services. Most businesses, small or big, whether they like it or not, has witnessed the rise of the new digital consumer, especially the ones that have tried to harness technology and leverage on the power of digital consumer web or e commerce.

Online marketing still seems to be largely disconnected from the customer, in spite of the fact that social web, mobile web and other web apps have become an ever-bigger part of the online experience. However, many have not recognized its importance or are still trying to figure it out or just trying to avoid or bypass them altogether in the context of their short term priorities.

The Invisible Customer

The Invisible Customer

The invisible Customer on your website:

The conversion funnel has been the holy grail of many Digital marketers till date, wherein usually about 3- 7% of the total visitors to the site actually convert, leading to the question what happens to the remaining 90+ %?

The reasons for the drop outs attributed are either as bounces, dropouts, casual window shoppers, price checkers or just about anybody else who was never interested in your product. It is in somewhere in this 90+ % visitors that brings to light the concept of “invisible customers”.