Empowering Real-Time Customer Engagement: Fishing for a Prized Catch

Akin to fishing for a prized catch while competing against many other anglers for the same spot, in today’s online marketplace, companies are constantly trying to attract and retain customers while fending off competition. This is becoming increasingly challenging as customer attention, just like fish, is fleeting. A competitor’s site is always just a click away and traditional market assumptions and rules no longer apply. Today’s digital channel offers an increasingly dynamic and interactive environment for companies and consumers alike. To survive, companies have to embrace powerful audience and performance measurement tools that reach across platforms and markets to create a highly personalized, interactive and predictive experience to lure and engage with their customers in real-time.

This paper looks at how advanced analytics, data and marketing programs enable companies to engage with and draw in consumers at a level of precision never before seen. The paper discusses how the tools available to online marketers today empower them to not only impact a site visitor’s engagement, journey, and likelihood of conversion in real time, but also use that information to construct personalized and targeted engagement campaigns, and make sure customers keep biting.

With more than 2.4 billion people with Web access, 1.5 billion activated smartphones, and more than a billion people on Facebook, no channel segment can be ignored today. The online market is only going to get bigger, more crowded and complex. With no prize for coming in second, companies need to seize the opportunity while they can and use the technology tools available to secure long term customer value and engagement where, when and how the customer wants it.

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