Year 9 - Almost the Decade
Nine years have passed since White Image opened its doors and servers. A decade of successes, challenges, complicated moments and confirmations.
In 2012, the focus remained on implementing existing automations, customizing them, and developing others. We are introducing automation into the sales process, supporting our sales team through the automatic distribution of leads from web forms. We are also enjoying a new pawn that plays an excellent role in all communication strategies: retargeting.
At the time, it was incredible that today you can search Google for information about a vacation to Milan, and the next day receive a personalized email with offers for the exact destination you wanted. We work a lot in this area and create segments to be able to communicate effectively with users in our customer databases.
He also responded positively to a challenge from a tourism client and we were testing behavioral targeting in daily recurring campaigns. This was in an attempt to provide relevance in a context where the implementation of data and content automation in sites was limited. So we implemented dynamic segments from a behavioral point of view and generated dynamic topics depending on the destination searched. It was a real “boom” at the time, with message opening rates of over 45%.
A new element of novelty is related to the fact that in 2012 we implemented the entire after-sales communication for Porsche Interauto. We did this by integrating offline and online data, creating one of the first customer journeys.
We can say that 2012 was a year of market consolidation, one in which customers became much more informed. At the same time, Google Analytics became a widely used tool in campaigns, which simplified the analysis of the effectiveness of email campaigns. After gaining access to the data, we could easily compare the effects on sales depending on the size of the bases.
Now we are seeing the first signs that customers are starting to want more and more customization. We will talk about this and much more in the articles dedicated to the coming years.
