3/5/2008 2:16:00 PM
by Pontus Edenberg in
Marketing
So with the
example of the IKEA catalogue in mind, how should you adjust your
website to meet your customer to achieve the greatest results with individual
marketing?
Well,
basically the more you know about your customer the greater chance you have to
succeed. From the obvious to know from which country he comes and language he
speaks, to what is on the top of his mind when he lays eyes on your site next
time.
Who is he?
What has brought him to your site? What is he looking for? What could he also
be looking for that you offer? What do you want out of his visit?
If you have
a login on your site for the service you sell, it is very easy to keep track of
every time a person logs in (if not, you can use cookies or similar). What
pages/products has he been interested in before and what could he be looking
for next time?
For a site
selling electronics for instance, if a person has bought a camera through your
site, he is most likely not interested in cameras next time. Whatever he comes
looking for next, there is a good chance that he is interested in a tripod, external
flash or an extra memory card, even though he doesn’t have that in mind when
coming to your site. Providing him with that relevant information will generate
more sales and give you a happier customer, while you keep on collecting
personal information about him, for a new sale pitch next time he comes by.
What can
you do meet my needs even better when I come to your site next time, whether I
know what I want or not?
Tags: individual marketing, psychography, crm, seo, ikea