The Dawn of the Branching Campaign

Branching campaigns can accomplish a number of objectives from profiling consumers on an even more personalized level to guiding a visitor through the website.  While the 3 click rule remains to be a debatable UX paradigm, ease of navigation is a must for users to be able to assess the value of a product or service.  Regardless of how many clicks they have made, if they are not exposed to how the product is directly applicable to their objectives or operations, interest can diminish resulting in a lost prospect opportunity.  The branching campaign offers a flexible way to design an interactive experience for consumers and visitors.  Here are 4 uses of the branching builder to get started with.

Website Navigation

Imagine walking into a car dealership and being ignored and left to decide the value of the product on your own.  To most, this seems like widely poor management and sales operations.  Especially with larger purchase decisions, consumers need to be catered information in order for them to properly asses the value.  This type of guidance and education can relieve some of the stress involved with these large scale purchases where the options can be overwhelming.  Websites should take the same one to one marketing approach upon the visitor’s arrival to a site.   With the branching campaign builder, this type of guidance can be implemented by directing visitors to areas of the site that fit their model preferences as well as purchase readiness.

Volkswagen for example provides a campaign conducive to simplifying site navigation with an intuitive Post-Click Marketing strategy that takes the role of the dealership salesman.  For example, the campaign starts with a question gauging where the visitor is in the buyer journey followed by the appropriate path of questions based off their response.  This can both improve the user experience while also allowing Volkswagen to more accurately profile their consumers.

Unlock Content

Another way to harness the functionality of the branching concept is to align the questions with compelling content.  One way to execute this strategy is to expose smaller sections of the content in order to engage the user with an interactive preview.  This empowers the marketer to highlight the important material through an educational approach.  These types of campaigns can increase the rate of qualified leads that are brought in and can also have the potential to speed up the purchase decision.

Entertaining Engagement

Branching campaigns can also be a useful tool in promoting fan interaction through an immersive and entertaining experience.  The New England Revolution leveraged this structure by directing fans through questions comparing them to the players.  This practice of enhancing the fan experience can initiate social engagement while also driving ticket sales.  There is also the potential to identify and captivate brand ambassadors based on the direction of the branching campaign. The possibilities for these types of engagement campaigns are endless and ensure that fans are keeping up with their favorite players both on and off the field.

Drive eCommerce Sales and Lead Generation

Post-click marketing is a powerful tool for incentivizing engagement with positive reinforcement. This paves the way for a very effective branching campaign structured around generating leads and driving eCommerce sales.  Warrior embraced this strategy by using a branching campaign that directed the website visitor to the appropriate page, while also rewarding their interaction with an enticing discount.  This gives the teams at Warrior an in depth analysis of their user’s behavior flow and which product segments are gaining the most traction from outside marketing efforts.  Preview Warrior’s branching campaign here.

Branching campaigns powered by Jebbit provide a whole new way to procure value and robust data through Post-Click Marketing.  Graced with versatility, channel reach and personalized data collection, the potential is limitless in the hands of visionaries and creative marketers.