Brian Deagan, CEO of Knotice wants you to start increasing your conversion rates. In this exclusive article he wrote for RSS Ray, Brian explains how companies can use integrated online marketing systems to boost their conversion rates and their bottom line. Be sure to catch RSS Ray’s interview with Brian this Wednesday at 6 pm EST, 3 pm PST on wsRadio.


It’s all about the conversion. Especially in today’s uncertain economic times, online advertisers are more diligent than ever about chasing the conversion and making the dollars they spend online more valuable. The inherent difficulty in this quest is finding an efficient way to do it – in terms of both time and money. Research analysts from all over agree that the online marketing landscape is fragmented, with companies forced to engage multiple systems to provide a complete approach for their online marketing.

This historically piecemeal approach looks like this: A company uses one vendor for email, another for onsite targeting, another for mobile marketing, a different vendor for content management, yet another vendor for planning and workflow, a completely different vendor for optimization, etc. The results of this approach are understandably poor from the consumer’s perspective. The consumer receives disjointed communications and little to no consistent relevance and personalization. But, the approach doesn’t really work for the company, either. It is extremely inefficient for a company to coordinate and integrate multiple vendor relationships, not to mention the innate monetary cost (both out of pocket and paying for redundant capabilities with multiple systems) and opportunity cost.

With this piecemeal approach fully ingrained in the marketplace, the debate has gotten even more complicated with CRM companies and web analytics companies claiming to solve it. The analytics providers are saying “we have the data,” while the CRM providers are saying “data is just one of many things we do.” The Achilles Heel in their claims is that neither company has the ability to do what’s needed – marry the data to the content. Without the data and content working together the consumer will continue to receive online marketing communications that are not timely, not targeted and not optimized. And, they will not convert.

The glue holding together the concept of meaningful interactive channel integration is the marriage of the data and the content. Data is only valuable if it’s actionable. When data joins forces with content, it becomes useful in new, compelling ways for the marketer – who now has the tools necessary to create an ideal online consumer experience.

So, I’m excited to appear on RSS Ray’s radio program on September 24th to discuss the value in integrating interactive marketing channels, and the positive effect it has on both the online consumer experience and the conversion rate for marketers. If you’d like to find out more about Knotice prior to my appearance, visit our website (http://www.knotice.com) or our blog (http://lunchpail.knotice.com).

See you on the radio!