[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Data should drive your company’s digital marketing decisions, and we’re not simply talking clicks, impressions and visitors.
Online traffic doesn’t measure sales performance of digital advertising, or give any information about the people engaging with the content or whether they purchased or leased. It’s only one piece of the marketing intelligence puzzle that uses data and technology to create a complex picture of a company’s specific market dynamics.
“For all of their digital advertising, [businesses] are used to hearing about clicks, impressions and the volume of visitors. It never gets talked about in terms of revenue and sales, which is what really matters,” says Russ Chandler, PERQ Marketing Product Manager. “There’s a huge gap in their ability to do that, they being clients and other vendors.”
Targeting Consumers with Smart Campaigns
By collecting data on every consumer who interacts on your website and tracking those shoppers across multiple channels and devices, you’ll mine valuable insights about your customer base and see which leads tie back to actual sales.
You can then use that centralized data to develop targeted advertising campaigns and personalize the consumer’s journey along the way. It also gives businesses a way to discover true return on investment for their marketing spend and a verifiable path to improve results.
“Looking at the consumer data, we see which profiles are the most valuable and which customers are most likely to convert, and we can then retarget them with digital advertising,” says PERQ Executive Chairman and Co-Founder Scott Hill. “We can decide which channels are most likely to get us in front of those type of individuals, and which kind of offers and products help to convert the best.”[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
Artificial Intelligence Drives Smarter Marketing Decisions
A recent Forbes blog defines marketing intelligence as a category of AI-powered marketing technology that businesses use to manage data, analytics, visualization and activation across a single source of truth. It describes “single source” as a unified view of data pulled from various integrated technologies often used in marketing and consumer engagement, such as a customer relationship manager (CRM) and automated email nurture, for the purpose of smarter insights, intelligence and leveraging consumer data across the entire customer life cycle.
The Forbes article points out that, while this kind of AI technology is rapidly improving, it’s presently difficult for businesses and marketers to find an industry-friendly solution that can integrate the different business tools required and centralize the real-time data in a way that’s actionable and measurable.
PERQ’s newest developments in marketing cloud technology and machine learning make those goals achievable for smaller, independent companies, which can then use the information to create targeted digital ads geared toward their ideal customer.
“We’re able to centralize all of that data, collected from our website technology, from Google Analytics reporting, as well as sales and transactional data, and data from any advertising we’re conducting,” Chandler says. “That data powers any advertising decisions with what we call Smart Campaigns. We use the data to go out into the marketplace and find customers with similarly looking profiles — the ideal website visitor, lead and purchaser in your showroom.”
Looking at the compiled data, a company learns in great detail which digital experiences and consumer paths convert the most leads, and predict what kind of consumers are most likely to buy from that particular business.
“When those ads get in front of those people, it draws them back to your website, where we can automatically personalize their interactions by rotating in a call to action or prompting an interactive experience that’s relevant to what brought them there in the first place,” Chandler says.[/vc_column_text][/vc_column][/vc_row]
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]The concept of marketing intelligence, AI and machine learning may sound complicated when it comes to running a multifamily website with diverse locations and residents, but it’s the advanced technology that makes closing a deal on a signed lease more effective than ever before.
AI guided software collects a consumer’s information as they engage with interactive web technology and tracks a rental prospect’s online behavior, culling that data to personalize their digital interactions and deliver content tailored just for them. It’s called intelligent because the software is programmed to react to the information entered by the consumer, offering the next best step in the apartment-searching process.
Machine learning takes AI one step further by processing all of a property management company’s centralized data to identify trends and make predictions about consumer behavior. That company-centric information, when consolidated with industry benchmark data, allows the open-source software to predict likely outcomes and map out ideal customer profiles.[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
Keep Leads Engaged to Convert Better
Think about how renters search for apartments online. Nearly half say they’re not ready to move for 90 days and the majority visit a multifamily property website numerous times before making a commitment. They want all of the information in one place, such as details on local shopping, gyms, restaurants and more in the community or a personal expense calculator to determine monthly budgets.
A renter’s online journey often takes place over several days and on different devices. PERQ research shows the more experiences a prospect interacts with on a website, the more likely they are to convert. Of the prospects who scheduled a tour on a multifamily website, 72% went through at least one other experience and 58% went through at least three total experiences.
One day, they may use a mobile phone to check out a property’s photo gallery and then take a floor plan assessment to determine best fit. The next day, they may use their desktop computer to see if they pre-qualify on your website (without having to talk to a leasing specialist) and later check for special offers. Several days later, they may sign a lease and return to the website on their tablet to learn more about their new neighborhood in the community section.
Keeping rental prospects engaged with multiple experiences on the website makes a difference in signing more leases versus losing an online visitor to a competitor, says Caleb Bartlett, digital sales and media manager at Nolan Real Estate. “We have increased the likelihood of them taking that next step in the sales cycle.”
Combine AI with Machine Learning
While the terms AI and machine learning are often used interchangeably, they are not the same thing. AI involves machines that carry out tasks based on smart algorithms, whereas machine learning involves the ability of machines to receive data and learn for themselves, then change algorithms based on the processed information.
Combining advanced technologies like AI and machine learning automates much of the sales process for property management companies and delivers predictive analysis to help create a comprehensive marketing strategy based on actionable insights. The dynamic technology responds to real-time consumer data collected, making it easier for multifamily marketing teams to adapt as consumer trends change.
Richard Bullen, Property Manager of Grand Villas Apartments in Katy, Texas, says the data collected by his property’s website gives his leasing agents information on a prospective renter’s preferred contact method, move-in time frame, budget needs and pre-qualification status.
“It helps tremendously,” Bullen says. “It allows us to get a better sense of what they are looking for before we even make contact. And when we do make contact, we are able to specialize and pitch to them more effectively. It eliminates a lot of back-and-forth.”
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Newly launched marketing cloud extends the power of PERQ’s data-rich, AI-driven shopping solution; early adopters report a 50% increase in qualified web traffic, 250% increase in website conversion and 15% lead-to-sale conversion[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Indianapolis, IN – January 22, 2019 – PERQ, experts in online consumer engagement and behavior, today announced the launch of the PERQ Marketing Cloud, a first-ever integrated suite of AI-driven technology products specifically designed to power the consumer experience and help home furnishing retailers increase online engagement, improve conversion rates and increase in-store sales. The Marketing Cloud extends the power of PERQ’s data-rich, AI-driven shopping tools with the addition of comprehensive, personalized digital marketing solutions, targeting shoppers across the entire research phase. [/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]More than 150 home furnishing retailers have integrated PERQ’s online guided shopping software on their existing websites, resulting in consumers spending 3X more time on the site and a remarkable 16X increase in website leads. With the new Marketing Cloud, PERQ is bringing this same data-rich intelligence and effectiveness to a retailer’s digital marketing strategy and lead follow up processes, while also providing clients with deep insights into their marketing spend. Early adopters of the PERQ Marketing Cloud have already experienced up to a 50% increase in qualified web traffic, a 250% increase in website conversions and an average 15% lead-to-sale conversion.
“PERQ Marketing Cloud will have a measurable impact on ROI, in addition to the rich insight it provides into a store’s online shoppers. It’s definitely driving both the quantity and quality of conversions and customers are engaging with us more,” said Justin Bowen, Web Content Manager, Great American Home Store.
“PERQ is already leading the way in digital marketing innovations in the home furnishings market by helping retailers guide more online shoppers into their showrooms. With the new PERQ Marketing Cloud, we take this even further,” said Scott Hill, Executive Chairman and Co-founder at PERQ. “The Marketing Cloud represents an industry first: an integrated, AI-powered suite of solutions to help retailers engage with online consumers after they leave the website and, ultimately, deliver them to the showroom to meet with a salesperson or designer who will know exactly what he/she is looking for.”
As the research phase of furniture shopping has moved online, retailers have reported a significant drop in in-store traffic. However, a remarkable 80% of consumers that visit furniture showrooms have also visited that store’s website. This means there’s a huge opportunity to optimize digital marketing activities to better serve online consumers and, ultimately, bring them into the store. PERQ’s Marketing Cloud helps retailers understand each consumer’s path into their store, providing insight into why they purchased from them versus a competitor.
“Thanks to technology – and industry disrupters like Amazon and Wayfair – furniture shoppers are no longer visiting five or six furniture showrooms before making a purchase. Instead, they research choices online before heading to one or two showrooms to buy,” said Hill. “But, while consumer behavior has dramatically changed over the past decade, furniture retailers have lacked the tech and marketing resources to keep pace with today’s digital consumer and, instead, have relied upon only the power of their physical showrooms and expert sales staff to convert shoppers into buyers. PERQ Marketing Cloud now allows the retailer to bring the power of their showroom and sales staff to today’s digital consumer.”
PERQ’s solution transforms a retailer’s existing website giving consumers more ways to interact online, while capturing valuable data about shoppers. With multi-channel digital marketing, PERQ delivers a connected and seamless digital strategy, including automated and targeted digital advertising, lead nurturing, and lead management designed to encourage online visitors to continue their shopping journey. Back in the store, consumer profile data is neatly stored in the lead management system, giving in-store sales teams easy access to detailed information on every consumer that walks through the door.
PERQ’s Marketing Cloud helps furniture retailers optimize their digital advertising strategy and get 100% transparency into their online spend, including overall revenue from consumers that engaged with online advertising and the store’s website before buying.
“Our goal is to help retailers better enable their customers to research and shop the way they want to – online and from the comfort of their homes – while making it easier for them to choose to buy from a local furniture showroom instead of an online retailer,” concluded Hill.
During Las Vegas Market, visit PERQ in the HFA Retailer Resource Center, booth B1050.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]About PERQ
Founded in 2001, PERQ (www.perq.com) solutions are used by more than 1,000 businesses in the home furnishing, auto retail and multifamily industries. PERQ’s artificial intelligence-powered digital marketing software helps clients better engage with consumers, capturing unique user data that is leveraged in personalized marketing campaigns to increase conversion and sales. PERQ’s brands have been named to the Inc. 500 Fastest Growing Companies in America list on three separate occasions. PERQ won the Gold Stevie® Award for lead generation software and Product of the Year in the Big Business Awards (2017). In 2018, the company won the Gold Stevie® Award for Entrepreneur: Founding Team of the Year and a Best in Biz Silver Award for Fastest-Growing Company of the Year – Medium. PERQ has also been named on the Indy Star Top Workplaces three years in a row (2016, 2017, 2018).
PERQ Media Contacts
Melanie Webber, mWEBB Communications, firstname.lastname@example.org 424-603-4340
Cassandra Cavanah, mWEBB Communications, Cassandra@mwebbcom.comor 818-397-4630[/vc_column_text][vc_empty_space][/vc_column][/vc_row]
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]When it comes to winning over online consumers, smaller companies often struggle to compete against large brands that dedicate considerable money and resources to advanced website technology, cloud-based marketing strategies and targeted emails.
Amazon and Etsy deliver personalized shopping recommendations and remember you every time you log in. Leave something in your online shopping cart or bail in the middle of your search for a new sofa, and you’re sure to receive automated marketing emails from Wayfair or Target to remind you of your pending purchase or give you content to persuade you to return to the website.
It’s inside the showroom where small businesses win the sale, by delivering personal attention and a great shopping experience that seems effortless. But how can these businesses continue to compete with large retailers when most customers now do the majority of their research and shopping online? The answer: by investing in integrated, automated technology that mimics the showroom experience with minimal effort and expense.
Drive Online Consumers to Visit in Person
Sherman’s, a small family-owned home furnishings chain in Illinois, knows enticing online shoppers to come into the showroom is their best chance at a sale, so they recently teamed up with PERQ to implement an automated email nurture tool. The emails are personalized based on how the recipient interacted on the website and direct online shoppers back to the website. They feature an embedded calendar that allows website visitors to make an in-person appointment via our interactive scheduling tool.
“As an independent retailer without the vast resources of larger competitors, we’ve never been able to create a proper email nurture campaign on our own. This is exactly what we’ve dreamed of, as it keeps the customer engaged with us at critical times,” says Dave Weiss, Sherman’s marketing manager. “While we can always improve our web experience, it still falls behind the in-store experience we offer. We know once we get a guest in the store, there’s a very high likelihood they’ll purchase from us.”[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”large” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
Provide Calls to Action in Marketing Emails
A critical component of the emails are calls to action, propelling consumers to move to the next step in the shopping process. “We see a high level of response and conversions via that scheduling tool embedded in the email,” Weiss says. “The emails are super relevant, providing tips and follow-up on whichever product category they expressed interest in.”
The emails generate automatically based on specific items the shopper shows interest in and other information provided while interacting with the website, like their timeframe for making a purchase.
For those not ready to commit to an appointment, the personalized emails contain other questions and content that all direct shoppers back to the store’s website, driving them to return to the site and engage with other website experiences until they’re closer to converting.
Engage Online Consumers
Our data shows the vast majority of consumers shop around online before visiting a business in person, so businesses should never neglect that segment of potential customers. Instead, lure them in with an engaging, interactive website that makes their shopping experience less of a chore and more like the in-store experience, much like what big e-commerce sites provide.
After they engage with the website, follow up with targeted, actionable emails to help guide the consumer along to conversion — or a least inspire a visit to the store.
“The beauty of it all is that it’s designed to engage our guests in natural, small steps. We can’t jump straight from awareness to asking for the sale, and this helps fill in the gaps,” Weiss says. “It’s much easier for the guest to make those micro-commitments, leading them further down the path to purchase without feeling like they’re being sold to.”[/vc_column_text][/vc_column][/vc_row]
[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Amazon may well be on its way to taking over the ecommerce world, but when it comes to shopping for a new vehicle, the transaction is a bit more complicated than reordering your dog’s favorite brand of dog food.
People just don’t buy cars that way. When they land on your auto dealership website, they are “shopping” for a new vehicle, but they are not ready to make a purchase. According to the 2018 Car Buyer Journey Study from Cox Automotive, 77% of the traffic on your site is NOT ready to buy. Our data shows the same numbers, with 79% of online car buyers surveyed this summer saying they are in the beginning or middle stages of shopping.
Do these calls-to-action sound familiar? Get Pre-Approved, Schedule a Test Drive, Contact Us, Buy Now. Each one is focused on closing the deal and offer little information to those online consumers who are simply researching their options. So, why is your auto dealership website only focused on the end transaction?
Reach Car Buyers Along the Journey
When Stacy decided to look for a new vehicle, her car-buying journey included more than 900 digital touchpoints in a three-month period, doing 71% of the research on her mobile device. She searched Google 139 times, watched 14 YouTube videos, looked at 89 images, interacted with auto dealers 69 times, and engaged with the vehicle manufacturer 186 times before she decided to buy.
For Jeanette, a consumer who went through PERQ’s online shopping solution on one auto dealership’s website, it only took five website sessions before she decided to buy two days later. She started around dinnertime on August 8 by researching the Honda Pilot Touring for about 5 minutes, then checked for special offers before scheduling a test drive on August 10. She continued to research the website on her mobile device the next day, right after her lunch break and later that same evening. On the day of the test drive, Jeanette visited the website again to make vehicle comparisons and confirm her choice.
If your website or sales team is only focused on closing the deal, you’ll never know about Stacy and Jeanette because they left your website a long time ago to find the information they were after to make a final decision.[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”large” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]
Engaging Visitors Throughout the Online Journey
Most automotive sites rely heavily on static lead forms, credit tools and buy-now messaging. Online shoppers find this approach overwhelming and it often results in higher bounce rates.
Most car shoppers are turned off immediately by static lead forms. They’re not willing to just give up their information knowing a sales rep will be calling them in the next half hour. And while dealers say “buy now” buttons produce leads that convert, they typically only see one or two of those per month.
Websites that engage the online shopper throughout the entire buying process produce better results. When shoppers are in the discovery phase, entice them with a personalized Returning Website Visitor greeting or New Customer Welcome incentive. For the majority still in the research phase, gain more details about a particular car shopper by offering a New Vehicle Body Match Style Assessment quiz or learn whether they are interested in leasing or financing. Serve up special offers or tools that allow them to schedule their own test drive or determine monthly payments with a calculator.
The more you engage online shoppers with information to fulfill their research needs, the longer they will remain on your website, and ultimately trust your brand to complete the transaction.[/vc_column_text][vc_empty_space][vc_single_image image=”30532″ img_size=”large” alignment=”center” style=”vc_box_border” onclick=”img_link_large” img_link_target=”_blank” qode_css_animation=””][vc_empty_space][vc_column_text]
What Type of Auto Dealer Are You?
Auto dealerships across the country typically fall into one of three categories:
- Buy Now: This auto dealer doesn’t want to speak to the researcher. They focus their site and efforts on the group of shoppers ready to buy. Their calls to action point toward the transaction and their sales teams are trained to convert those leads. They receive fewer leads, but they convert well.
- Contact Us: This auto dealer wants to capitalize on all website traffic and they’ve tried various tactics, but they haven’t found the right product or suite of products to achieve their goals.
- Take a Test Drive: This auto dealer engages the customer online, captures and nurtures leads from initial research, and converts more leads to sales by combining multiple tools in the same digital retailing space.
Where does your auto dealership fall? A digital retail solution that focuses on all phases of the consumer shopping experience should deliver the next best steps in the buying process. That connected experience delivers results.
While the Amazon way of shopping in today’s digital world makes sense when it comes to easy and convenient purchases, buying a new car takes a little more work. Empower all of your online car-buying shoppers with the right tools to do their research in their own time.[/vc_column_text][vc_empty_space][vc_column_text]
Additional Auto Resources: