Although more and more consumers are buying online, it doesn’t mean that they want to give up the personalized service to the business with whom they are engaging. In actuality, that personalized connection is more important than ever as they give up the human interaction. An online brand must speak to each visitor individually with content and information that is relevant to their needs.
A CMS system is by its very nature a dynamic platform, which is enhanced with the addition of marketing automation software. The data exchange between the platforms validates customer behavior and buyer personas to further engage with visitors; suggesting actions and making recommendations based upon their activities compared to targeted persona profiles.
Marketing Automation collects online behavior from the CMS and establishes a score and profile for each and every visitor based on their online activity. The insight for the profile comes from visitor’s preferences, the forms they fill out, what they download, what they view and what they click on your site. You can create a profile based on their activity and present content that fits this profile or persona.
When a visitor performs an activity, the website will dynamically deliver content based on the profile that is triggered from the rules created in the marketing automation software or customer data platform. The implicit data derived from the visitor’s activities allow you to predict their interests and personalize content and trigger communication events that are meaningful.
Check out “Supercharge Your Conversion Rates” for more information on how an integrated CMS platform delivers a personalized customer experience.