On to the “Maximizing Your Marketing Investments to Attract the Right Visitors” panel, including:

  • Kelly O’Neill, Product Marketing Director, ATG (moderator)
  • Cindy McGuire, Web Content Manager, Casual Male Retail Group, Inc.
  • Joey Wilson, Director of Marketing Strategy, Sapient
  • Karen Weber, Assistant Vice President, e-Marketing, Irwin Union Bank
  • Link Walls, Senior Product Manager, Search Services, ChannelAdvisor

One topic the panel spent a lot of time on is optimizing personalization. And, yes, it requires the brand maintaining control (there’s that word again). We’ve blown by the time when personas were enough. It’s now all about needs-based marketing that identifies and responds to what an individual customer needs right now and feeds them the right content and offers. Does this mean abandoning personas? No, of course not. It does mean, however, giving merchants the ability to dynamically change the site and marketing offers to motivate an actual individual.

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