New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Identify “key moments” across portals where customers can take action.

This article recommends ways for marketers to use web behaviour for connecting and personalising interactions with customers across different touchpoints. To improve attendance at events and customer acquisition, the author suggests creating an audience of website visitors who have browsed specific options, followed by retargeting them with digital ads, emails or direct mails.

Marketers can re-engage existing customers by sending reminders to review, and incentivising the purchasers, downloaders and users who haven’t left a review yet. Using web behaviour, they can follow up with visitors who have watched half or more of a video, but not requested a quote.

Brands can identify consumers who have browsed through particular topics on their portal or FAQ page. They can then trigger direct links to the support team for a faster resolution to their search.

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[6 minute read]

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