Sales or Marketing?

We’re often asked whether ZangBeZang is a marketing tool or a revenue generating tool. It’s actually both.

However, it’s not the answer it’s the question that’s wrong. The delineation between marketing and revenue-generating sales activity has become closer and closer in a digital environment. Online marketing can both raise awareness of a product or service and link directly to a sales channel for immediate purchase and fulfilment.

With the ability to narrow customer targeting to an individual level, the timing, nature and relevance of the promotion can be such that it will trigger a response more quickly than messages aimed to large customer segments.

All for One

Marketing to the individual has long been the holy grail of Marketing. The capability of digital data analysis and channels makes it possible and is being practiced more and more in online retailing and ecommerce. Personalised landing pages and offers; personalised offers and personalised messages are all techniques used to narrow the gap between communications and purchase.

Local stores have always marketed to the individual. Knowing what you like to buy, where you live, who you are friends with and what might be going on in your life was an automatic requirement of a shop-keeper. In today’s environment, finding this data, making it accessible, giving the customer transparency and control and using it sensitively is the gateway to marketing to the individual.

ZangBeZang has the tools to focus on an individual customer and target them with relevant offers and information, at the right time and in the right context.

And One for All

Of course, we still need to communicate with groups and communities. ZangBeZang’s marketing dashboard – providing access and control to the marketer – enables the marketer to take a specific ‘Digital Persona’ and find other customers with similar characteristics to create a specific tactical or strategic customer segment to target. Trend analysis on new purchase behaviour or churn can be mapped from one customer to many and marketing actions to stimulate or prevent a similar event happening can be tested and planned.