[et_pb_section admin_label=”section”][et_pb_row admin_label=”Row”][et_pb_column type=”2_3″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] On average across the US, 20%…
The subprime market in automotive is booming. In addition to moving more inventory, subprime financing…
A typical website for a single-point automotive dealer has 5000 to 10,000 visitors per month. With…
Recent years have seen an explosion of new tools for marketers focused on personalizing the experience of company website visitors. The goal of all these sophisticated technologies is the same: increase web visitor conversion by dynamically modifying web content.
Before undertaking such an initiative, it makes sense for marketing teams to see where they’re going to see the majority of payback and make sure there’s not an easier way to get 80% of the value with just 20% of the work.
92% of Americans prefer to buy from local small businesses than from national chains. They like to deal with people like themselves, because locals are more likely to share their priorities and values.
If you serve multiple markets, then it makes sense to promote your local credentials. You’re more likely to be trusted, and at the same time you’re creating a competitive differentiator compared to other brands who haven’t localized their message.
With a well placed cookie and a smart algorithm, you can take purchase history, page views and social graph data and serve up relevant content that improves conversion and makes happy customers.
But what can do you before you have that rich profile data?
With location, you can build a very credible proxy for a customer profile without much effort.
The majority of retail websites use some type of store locator to direct prospects to local points of sale. At some point in the process, however, most mapping solutions redirect customers away from the website, requiring them to find their way to their local store on their own, with no control of the experience, or any power to bring them back to the store’s website later.
Nowhere else on a website would a digital marketer consciously end a web session with a visitor showing such strong buying signals, but most companies do exactly that when it comes to store location.
Push was one of the few reasons that companies still supported a native app. This is very important as native apps are suffering from “download fatigue”: customers would much prefer to visit a website than be forced to download yet another an app, and website operators are looking forward to maintaining only one content base.
Geo-Shifted Content Swapping enables any website to automatically change page copy and multimedia based on the geographic location of each and every visitor. This is a powerful marketing capability that personalizes the website experience of potential customers, improving the ROI of existing marketing spends and boosting sales results.
Virtually any company that operates across multiple geographies can improve web marketing effectiveness with Geo-shifted Content Swapping, and the applications of this technology are endless. Nevertheless, most companies find that their greatest return on investment lies in using this type of dynamic web content management under one of the following five scenarios.