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Are your Customers on the Bleeding Edge of E-commerce?

Part 1 – Targeted Email Marketing

When we think of email marketing, we might turn our thoughts to brands that have “figured it out” like MailChimp or Constant Contact. Those great, cloud-based solutions, have also figured out how to charge next to nothing too.

Despite, ease of use and inexpensive to own, there is an expensive, missing component to those solutions, and it is most relevant in an integrated e-commerce environment. That would be automatic targeting, using rules.

Both MailChimp and Constant Contact allow you to create segments based on very basic conditions that are captured in an email list.

Without an active, integration, the list of contacts is automatically stale and disconnected from e-commerce activity. This would be sales and purchase orders that are exclusively kept within an ERP like NAV or AX. To dig out that information requires the assistance of your ERP analyst.

Another missing component, not due to lack of an integration, but due to lack of technology within your ecommerce solution, is the ability to identify users based on their website journey and email touch points. When you have access to what your customers did on the website, that the ERP has no clue or doesn’t need to keep track of, now you have the ability to deeply segment the list based on two different yet essentials streams of data.

Since your ecommerce site is constantly transacting and gathering customer journey intelligence, having that automatically feeding your targeting system not only saves time, but offers you the best of both worlds in delivering very specific content based on those behaviors.

Dynamicweb’s All-In-One Business Ecommerce Platform offers marketers that level of insight into customer behavior and transactions. The person setting this up not only doesn’t need to be a programmer, but they also don’t need to be best friends with the ERP analyst either, since both streams of data are available at their fingertips.

In the example above, two very different types of data are being combined to identify a unique customer. Regardless of the message tailored for this kind of customer, the fact that identifying them is possible is powerful, and not something that those inexpensive products can offer.

Plus, once this User Smart Search has been created, it lives on in perpetuity. For example, if today the system identifies exactly 26 customers who have both purchased X and viewed Y, and then tomorrow or four weeks later, another 10 customers additionally qualify, the list will grow on its own. This way, any email campaigns that are utilizing this list of customers, will simply be emailing to more qualifying customers.

Automatic, targeted email is a big deal for sure, but the inclusion of data that is both ERP specific and covers the customer journey, that’s a priceless, competitive advantage. That’s built into Dynamicweb.

 

Integrating with Dynamics 365 for Operations (AX7)

Since AX 2009, Dynamicweb has been integrating with this ERP using web services through the Application Integration Framework (AIF). With the release of the cloud version of AX, AIF has been replaced with OData (Open Data). This standard protocol allows external access to AX data and business objects using RESTful web services. This is a significant improvement over the proprietary AIF (SOAP based) since RESTful api’s are more efficient when it comes to bandwidth utilization. Since an AX-integrated Dynamicweb B2B e-commerce solution may want to provide live lookups to specific pricing, inventory and product assortments, accessing the AX server frequently (based on website traffic) may be required, and now OData for D365 Operations supports optimized data interchange.

Is the Ghost of Technology Past Haunting your Business?

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Once upon a time, your online business technology platform was a new thing of spectacular awesomeness. Remember the day you “put your business up on the web?” And just like that, your company was instantly visible to potential customers from all around the entire globe. Next, with IT to guide you, your customers could buy things from you from the comfort of their office desks or even from home. You handled inventory control and kept track of orders manually using Xcel sheets and making lots of calls – usually from a landline.

And If a customer ordered something that you had already sold out of on either a B2C or B2B e-commerce site, well too bad. At least you could send them nice note telling them how sorry you were for the inconvenience.

Sometimes you could even get that note out to your bummed out shopper within 48 hours!

In 2016, that eCommerce scenario is downright haunting and scary!  So ask yourself, “Is your ecommerce the walking dead?” If so, it’s likely that an integrated eCommerce solution, like Dynamicweb, has the power to save your day.

Projections estimate that B2B e-commerce will hit $12 TRILLION dollars in sales, worldwide, by the year 2020, up from $5.5 trillion in 2012.

And presently, 57% of the B2B buying process is done prior to even engaging with Sales.

This kind of marketplace demands not only an ecommerce site that looks good and works well, it’s got to work HARD. An acceptable eCommerce solution offers the flexibility to integrate seamlessly with CRM and ERP, contain marketing features that allow for personalization and purchase suggestions, and sophisticated marketing campaigns that can handle different lists for difference campaigns, have robust filtering capability, and design adaptability.

So don’t let the ghost of a machine, or the devil of an antiquated eCommerce platform suck the life out of your business.

For more information, please download, “More than A shopping Cart.” This white paper contains valuable and actionable information. Get the White Paper HERE.

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Essential Links for Microsoft Dynamics NAV 2016 Users

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Our partner ArcherPoint has once again come through in a major way for Microsoft Dynamics NAV users.  They are offering a downloadable PDF with tons (seriously, 2000 lbs-worth) of links relating to Dynamics NAV 2016.

Because Dynamicweb integrates with NAV to offer all-in-one eCommerce, online marketing, and content management, this is especially relevant to our readers.  Here’s a quick list of topics that the links cover:

Read More …

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The Secret Sauce to Successful B2B Online Selling with Microsoft Dynamics AX and NAV

sauce B2B online selling microsoft dynamics nav ax

 

Don’t tell anyone, but we’re about to tell you something that many of your competitor’s already know.  Your Microsoft Dynamics AX and NAV solutions are extremely powerful tools for online selling.  They store lots of valuable data including your product inventory, business logic, customer-specific pricing, and more.

But if you simply sit on your AX or NAV without heating up its full potential for online sales, you cede a potential advantage to your competition.  And then it’ll be your competition that is sitting down.  On yachts.  Drinking champagne.

Here are some quick facts about online selling from MarketingProfs:

  • 68% of B2B buyers now buy products online
  • 94% of B2B buyers do research online before they make a purchase
  • 83% of buyers use the vendor’s own website (!)
  • 77% use Google to find the information they want

Read More …

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