Survey that Informed New Features Found 80 Percent of Marketers Find Online Engagement Important
BOSTON – March 12, 2014 – BlueConic, a company that helps brands optimize cross-channel marketing opportunities through improved customer engagement, today announced several sizable enhancements to its online customer engagement platform.
These upgrades make critical online engagement capabilities available in a fully self-service model, making it easier to execute real-time, highly personalized inbound marketing campaigns that guide the customer journey without the need for advanced training, in-depth data knowledge or technical consultants.
In today’s rapidly changing and highly interactive business environment, brands are constantly looking for ways to deepen customer relationships, increase loyalty and provide the individualized experiences consumers have now come to expect. Online customer engagement is emerging as an effective and efficient way to address these new market conditions by dynamically adapting communication across all inbound marketing channels to address individual visitor characteristics—whether those visitors are unknown or well-established customers.
In fact, based on a survey BlueConic fielded to more than 15,000 marketing professionals in the U.S. and Europe, 80 percent of marketers cited online engagement as important to their organization, yet only 15 percent are currently using them. This points to the need for an easy-to-use solution to enable online customer engagement, a gap BlueConic is filling. The survey also found:
- An additional 57 percent of marketers are currently considering using online engagement tools
- Customer satisfaction was the key driver for the adoption of online engagement tools (cited by 90 percent of respondents); reducing churn rates (67 percent) and increasing conversion ratios (76 percent) were other top drivers
- Those who are using online engagement tools are seeing results, including an average of 30-100x more clicks, 60-70 percent greater conversion rates and 50 percent increase in revenue.
Based on the findings of this survey and a thorough analysis of more than 60 brands currently using the BlueConic platform, the company updated its offering to provide a more structural approach that helps marketers optimize their customers’ journeys.
A new workflow and menu bar more closely aligns with the way marketers think when designing online engagement campaigns, with a focus on three steps: profiling, dialoguing and reporting. This not only makes it easier to design complex engagement campaigns, but also easier to conduct advanced listening and combine this with highly targeted dialogues.
To help marketers with structured customer data gathering, listeners, or the mechanism that profiles visitors, have been divided into four major types: form listener, behavior listener, interest ranking and scoring.
“We looked closely at the needs of our current customers and that of the broader market when developing this newest version of the BlueConic platform,” said Bart Heilbron, CEO, BlueConic. “It is abundantly clear there is a need among marketers to create better online experiences and with that, generate better results. Our goal is to deliver the technology that makes it as simple and easy as possible to do that, regardless of whether their customers use a website, email, social or a combination thereof to engage with a brand.”
The upgrade is the first in a series of platform improvements that will be rolled out throughout 2014.
BlueConic is the leader in user-driven marketing, empowering digital marketers to optimize customer journeys from discovery to conversion. Delivered from the cloud, the BlueConic platform enables marketers to guide users, whether anonymous or known, across all digital touch points to improve engagement. More than 70 brands currently leverage the platform to drive cross sell and up sell initiatives, increase conversions and decrease waste to grow incremental sales and revenue, including Volvo, ING and Ahold. Founded in 2010, the company is headquartered in Boston, with offices in Europe. Learn more at blueconic.com. Follow us on Twitter (@BlueConic) and like us on Facebook.