Today's marketers have more data than they know what to do with to help them understand their target audience. This wealth of data allows marketers to calibrate content to best suit the needs of their audience and create personalized marketing messages to reach consumers in a highly-targeted manner.
The Multiple Device Problem
Even though marketers have an abundance of data at their fingertips, there are some roadblocks along the way that make it more challenging to get their content in front of the right audience at the right time. One of these roadblocks is the multiple device problem, which we recently discussed in our blog post about sequential messaging.
The multiple device problem refers to consumers seamlessly using several different devices (smartphone, tablet, desktop computer, etc) to access a website. When traffic originates from multiple devices, it makes it more difficult for marketers to decipher whether the traffic is coming from one source or multiple sources. Without this information, marketers can't build an accurate and comprehensive user profile, which takes away from the effectiveness of converting website traffic.
What is Visitor Stitching?
A solution to the multiple device challenge is visitor stitching. Instead of having to manually decipher where your visitors are coming from, visitor stitching uses a real-time mapping solution to create a comprehensive user profile that can distinguish the same visitor on multiple devices. By utilizing visitor stitching, you're able to more accurately target your audience regardless of the type of device that they're using to access your website, thus helping you to earn more conversions.
The Value that Visitor Stitching Brings to Your Business
If you want to succeed with digital marketing in 2018, you must be able to master data analysis. Understanding your data will make you aware of who your customers and what motivates them to make a purchase decision.
Leveraging data and ensuring its accuracy will also give you a competitive edge. We've talked about the importance of personalizing marketing messages, and using data will allow you to will allow you to take a more targeted and personalized approach to delivering marketing messages, which will lead to more conversions and greater consumer loyalty. Research shows that personalization can generate 10 to 30 percent more revenue. Data makes it possible for businesses to take advantage of personalized marketing strategies.
With an overwhelming amount of data at their fingertips, it's easy for marketers to become flustered and know where to start with using this information. Visitor stitching plays a critical role in helping you to embrace the power of data and see the full user picture. Because visitor stitching compiles all of the visitor data across each device used into one comprehensive profile, you're able to understand your consumers at a much deeper level and proactively anticipate their needs.
It's no surprise that the majority of marketers aren't getting the most out of their data. This is why taking the time now to truly understand your data and how you can use it to reach your audience with a more personalized approach to marketing will give you a competitive advantage.
Personalized Marketing is More Important Than Ever
Thanks to the digital world and the wealth of data that comes with it, finding a way to personalize your marketing message is more important than ever. A successful personalization strategy reaches customers in a way that makes them feel that their interests are being taken into consideration. Visitor stitching gives marketers the opportunity to have a better understanding of the various facets that go into each customer to more accurately determine user preferences and characteristics.
Between email, social media, and blogs, today's online consumers are confronted with a plethora of marketing messages on a daily basis. Marketing messages that are personalized and catered to the user's needs will stand out in the overload of information.
Taking the time to personalize your marketing messages offers a number of benefits to your business, including improving the customer experience, increasing revenue, securing customer retention, and boosting brand awareness. Visitor stitching is advantageous to your personalization strategy as it helps to ensure that your data is more accurate and that you're seeing a bigger and more clear picture of your website visitors.
Does the thought of data analysis make your stomach churn? Do you feel that your organization is taking full advantage of data to more accurately target your audience? We can help your organization to use data to be able to serve personalized content to the right audience at the right time.
Our team at New York Ave will help you take full advantage of your analytics data to develop a personalized marketing strategy to serve your target audience with relevant, high-quality content that inspires them to take action. Contact us to learn more about how your business can fully embrace the power of data to earn more customers, generate more revenue, and benefit your bottom line.