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Contents

CategoryDemand Generation VerticalFinancial, Insurance
TopicSeamlessly continue the customer experience across all web properties ID #235

Introduction

A McKinsey Global Institute study estimated that social technologies could contribute up to $423 billion in annual value in consumer financial services. This may explain why so many financial institutions are using social media channels like Facebook to target prospective customers.

But when someone who clicks on an ad and lands on your site, how do you deliver an engaging experience? The key is being able to seamlessly continue the customer's journey across both properties. For example, show the same offer on your site that someone clicked on and then continue to promote relevant content assets as the visitor explores your website.

 

Example

Let’s say you’re running an ad campaign on Facebook promoting credit cards to students. A student clicks on an ad and lands on your website.

With Evergage not only can ensure the landing page includes the same offer originally seen on Facebook but also that as the student explores your website he or she is presented with relevant content assets. More specifically, you can present the content assets (e.g., videos, PDFs, blogs etc.) that other students – looking for the same product and coming from the same ad campaign – engaged with before applying for the credit card offer. In other words, you can promote the specific content assets proven to have a higher probability of attributing to a conversion.

 

 

Segment

This campaign would target visitors who clicked on a specific Facebook ad campaign.

 

Measure

The success of this campaign would be measured by the number of visitors who clicked on the Facebook ad and then converted by applying for the credit card. Success would also include higher engagement with a specific offer.

 

Setup

This campaign would use inline images carried over from the social media channel. Then, Everage’s “promote” capabilities (included with Evergage Core) would be used to identify the content assets that were most viewed by other visitors responding to the same campaign.

 

 

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