Page 19 - index
P. 19
RESEARCH, ANALYSIS & TRENDS




customer groups. Define prospects my language and understand me." ones? Which wording does the cus-
and customers according to their tomer prefer on Twitter – more con-
typical behavior, linguistic style etc. In cross-channel campaigns, the servative or progressive words?
and develop prototypes/clusters customers determine which chan- Which of the offered links is he us-
from the four corporate basic types nel they access at what time within ing?
- the rationalists, conservatives, a campaign. Unconsciously, they
intuitive and emotional – to raise the choose what they prefer, be it more Omni-channel campaigns derive
conversion rate. rational, conservative or emotional from cross-channel campaigns,
text and image modules. where the same message is distrib-
Then arrange the content according uted across multiple channels the
to the four defined basic functions If someone, for instance, books a customer prefers. These processes
of language: information-, warranty- short trip on a mobile web page, it increasingly demand measuring
, experience- and contact function – could be that this person sends the content typologically to be able to
and, ideally, create a text version confirmation via a Twitter tweet and find out what each and every cus-
for each relevant type of customer. uses a link there to a website for tomer group likes most – compre-
more detailed information. hensively from product development
Often changing an adjective is just to sales information, followed by
enough to give a product descrip- Looking at this user’s behavior, the purchase experience in eCommerce
tion a more rational, conservative, shop owner receives answers to to typified after-sales activities.◊
intuitive or emotional touch. The the following questions: Which
customer, regardless of type, modules did the user click on the By Daniela La Marca
should have the feeling: "They talk
website - the rational or emotional



























































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