By Michael Gaffney
The demise of batch-and-blast ecommerce has been foretold by several writers – Davidson and Senne, among others – over the past 24 months. However, our inboxes are still being filled with emailed offers from senders without any differentiation. You get the same offer as I do, and so do innumerable other folks. Hence the term batch and blast.
Merchants that are still practicing batch-and-blast ecommerce solutions are in danger. If your reputation as a merchant is important, then recognize that sender-reputation algorithms are becoming more and more vigilant at identifying batch-and-blast spam. The poorer the targeting and personalization of your online communications with consumers, the lower your online reputation scores.
The question has to be asked: Why are merchants still using batch and blast? The answer is simple: Because it’s easy to do, and there are a ton of resources already built and ready to deliver this solution.
To attract highly valued customers, merchants are turning to the tremendous growth in online shopping and the various products that help promote and sell their products. Merchants must convert searches to web visits, web visits to shopping carts and shopping carts to purchases. All along the buying journey, they also must create stronger customer loyalty, accelerate repeat purchases, retain customers and, most importantly, have a customer-conquest strategy.
The key to moving away from batch and blast is personalization. Currently, personalization on the web is considered to be the tailoring of pages to individual users’ characteristics or preferences. However, the source of data about users’ characteristics or preferences are, in large part, the numerous information-scraping tools that watch and monitor your browsing behaviour. Security software vendor Sentor estimates that 23% of total web traffic is now related to information scraping. This number is shocking in its size. But it is also interesting because it indicates the high demand for information about consumers that is required to support personalization efforts.
Most of the information collected by information scraping is secondary data. By contrast, merchants are mainly interested in primary data. I won’t get into the benefits and differences between primary and secondary data.; it’s enough to say that the more primary data available to a merchant, the better the personalization.
Dodoname was designed to be a primary-data-personalization solution. The consumer’s Dodoname Persona is completed directly by the consumer. The meta data of their purchasing behaviour inside the Dodoname application of clicks, favourites, purchases and shares is another source of powerful primary data. With Dodoname, merchants can seamlessly move from batch and blast to personalization and more successful ecommerce because Dodoname was designed as a marketing and sales platform to take consumers from promotion through to converting shopping baskets.
(Image: flickr, Alone by Paul Friel, link.)