Digital Marketing Should Begin, Not End, On Your Website

By Kurt Heinemann

April 16, 2013

You have the ability to customize your Google AdWords campaigns, your email service provider allows you to segment your list by different selects, and display retargeting gives you a way to encourage targeted visitors who abandoned their shopping carts to come back and buy.

Web browser - 3dSo why do you settle for anything less when it comes to the same freedom and flexibility to target relevant content on your own website?

For the longest time, you’ve succumbed to the idea that since you can't make changes to your website, you're going to make the rest of the web change instead, and turned to off-site opportunities to target prospects and customers. And after spending a lot of money on inbound marketing, once visitors arrive on your website they're treated to irrelevant messages and content that drives them away.

While everyone in marketing works on creating a relevant experience off of the website, the site itself gets avoided because it could never fully integrate with inbound marketing channels.

Thankfully, this antiquated way of thinking is behind us now that marketers can use in-line visual editing tools that make it easy for marketers to change anything on their website using nothing more than their own web browser and client-side applications.

By gaining this newfound website control, marketers can both prove and dramatically improve the ROI of their inbound channels. Additional benefits include:

• Creating consistent and relevant experiences from inbound conversions through purchase conversions.

• Obtaining a complete picture of all inbound customer types through richer, more meaningful analytics.

• Identifying more relevant ways to target your customers and test new experiences.

Marketing campaigns now can actually flow from the website and not the other way around.

The website truly becomes the core conversion point, allowing you to capitalize on unifying these various traffic sources with a complete website experience. The result is the ability to analyze each channel's performance more accurately, rather than shifting blame for poor performance on a website that you used to have no control over.

Web Browser image courtesy of Shutterstock.

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