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If Mad Men was set in 2017, Don Draper and his quick-witted advertising agency would be using website visitor tracking to find new clients, and win the pitch. In some ways the advertising industry hasn’t changed much since the 1950’s – it’s just as fiercely competitive, and just as adaptive to the latest greatest ideas. However, change happens very quickly these days, and advertising agencies are now using advanced technology online to identify, capture and win new clients.
The very nature of the advertising industry is forward thinking, so often, other industries can take a page out of their book of strategies. Here are just a few reasons why website visitor tracking is a major trend in the world of advertising.
Advertising agencies practice what they preach.
Innovation. Originality. Results. You’ll never hear a successful advertising agency pitch, “same as usual” to a client, or boast about being “content with middle of the road” on their websites. Advertising agencies are ONLY successful when they’re innovating, adopting new ideas and technologies, and setting the bar incredibly high for campaign results. Finding better ways to tackle the same issues is a mantra that courses through their veins. Website visitor tracking allows agencies to be proactive with online leads. They can hunt down decision makers with more insight into their online behaviours and buying patterns, and use technology to fill in (what were once) major gaps in lead-to-conversion metrics. Agencies pride themselves on not standing still, but pushing forward and using new tools and technologies to amplify results.
Personalization is here to stay.
Personalization has quickly become more than just a buzzword in marketing. Remember the “Share a Coke” Coca Cola campaign that branded their product labels with names? The can itself was personalized (or so it seemed) and became a worldwide “hunt” for names of people you know, or even your own! We know that when messages are personalized, results are better. It’s a fact. Advertising agencies use this website visitor tracking to tailor communications with leads. Sales teams can easily prospect with greater insight, qualify leads using behaviour metrics, and nurture those leads through personalized campaigns with far better results.
The early bird catches the worm.
Timing is critical in a fast-paced, dog-eat-dog competitive space like the advertising industry. In fact, surveys show that the level of competition is the number one reason why an agency fails. Ad agencies can’t afford to sit back and wait for the proverbial “worm”, they need to be the first to the punch and act quickly on potential leads. A hybrid of Inbound and Outbound marketing has emerged for that very reason. That’s why visitor tracking software has become such an important tool in their shed. Sales teams can follow a lead from the time they first look at their site, nurture with personalized communications, and quickly identify decision-makers and their level of engagement. If you’re first to the worm, you eat for another day.
Competition drives the adoption of new, better technology – and there may not be a more competitive industry than advertising. Clickback’s website visitor tracking software has very quickly become the sales team dream, because insights inform strategy, and the best strategy banks the best results.
