Optimization Is the 2006/2007 Rallying Cry for Marketers
Wednesday, 11 October 2006
Web optimization is the rallying cry for marketers in 2006 and 2007, according to independent research firm Forrester Research Inc. In a report titled, “Marketing Technology Adoption 2006,” June 2006, Forrester interviewed 371 marketing technology decision makers and influencers, and more than 40 percent say their organizations “have plans to implement Web interaction optimization software by the end of 2007.”
Web interaction optimization solutions were the number one category of solutions that the surveyed marketers have plans to implement, beating out 11 other solution categories. A free copy of the Forrester report is available for download at www.TouchClarity.com.
Touch Clarity, named in the Forrester report, provides a highly automated on-site behavioral targeting solution that optimizes Web visitor interaction on an individual level by fully considering the current visitor’s behavior and context, as well as all previous visitor behavior in making its decisions for serving the optimal content, promotions, or merchandising recommendations.
As Web marketing accelerates, organizations are focused on optimizing their online marketing efforts, and targeting the right content and promotions to each visitor on the company’s Web site itself is becoming understood as critical to increasing site conversion rates and increasing the ROI from all Web marketing efforts. Touch Clarity’s on-site behavioral targeting solution humanizes Web site interactions and provides a mechanism through which a Web site can “listen, learn and respond intelligently” to each visitor and directly measure its effectiveness in doing so.
“Across the board, organizations are realizing that they can no longer target their customers with “one-size-fits-all” content and promotions. In fact, by taking such a broad approach to marketing products and promotions to customers, companies will not just cause minor irritations – they may actually lose a valuable transaction and the life-time value of a customer,” said Brent Hieggelke, chief marketing officer, Touch Clarity. “By learning in real-time through an automated process precisely which on-site content and promotions drive the greatest engagement, from which visitors and under which circumstances, we’ve witnessed our clients experience up to 200 percent lift. And since it’s fully automated, and can share the already installed tags from top-tier Web analytics solutions, it can be very easily implemented and managed.”