DIGITAL MARKETING SERVICES
The in-house “Custom Live Solutions Team” which allows Envisage to work directly with clients or brands. The team provides implementation, configuration, customization and technical support services to move engagement beyond the customization of basic templates and canned programs to complement the efforts of our agency partners. They are instrumental in using Engage 360 to meet unique “live channel marketing” program requirements and work continuously to identify and evaluate new engagement technologies and complete technical integrations where necessary.
The solutions developed and implemented by Envisage for our clients are typically focused on one of three specific desired activities or outcomes;
The two-part process of not only acquiring “net new” customers – those who either are not, or are not known to be currently engaged with the brand or company – by immediately qualifying and thereby enhancing the quality of the prospect through a value exchange. New customers can either be proactively targeted based on demographic profiles, or reactively engaged after referral or self-selection via an array of opt-in call to action options – including proximity tracking.
The process of capturing and analyzing data to uncover insights and build a deeper understanding of customer profiles, compelling journeys and relevant engagement activities. Broadly defined, this process draws from two types of data;
- Demographic Profiles: the data captured to create or enhance individual customer profiles. A profile is typically created at the time of acquisition, (and may contain only a few fields) but continues throughout the duration of the customer relationship. The source data can be;
- Active: (during a live “value exchange” engagement – i.e. tasting event, test drive, etc)
- Passive: (data captured without live engagement – i.e. aggregated across other digital marketing channels, third party sources or through automated tracking mechanisms).
- Propensity to Convert: the data regarding the dynamic relationship between Demographic Profiles and the associated Customized Experiences build from compelling journeys and relevant engagement activities. It captures how effective a particular customization is in driving prospects through to conversion (see description below)
The data can be used to improve targeting of new customers, to segment existing customers for differentiated engagement experiences or to enhance and iterate the elements within those experiences and over time, to identify optimal paths to conversion by audience segment.
The point at which a customer undertakes or achieves a specific desired outcome. Conversion activities could include; retail activation, (purchase) retail status attainment (total number or dollar value of purchases), incremental data capture or specific participation via attendance, engagement, product upgrade, social media mention, referral or other specifically defined activities or outcomes.