Barclays adopts targeted online marketing for main site


Barclays adopts targeted online marketing for main site

Antony Savvas

Barclays is using an on-line marketing solution from Transversal to deliver targeted content and advertising to customers.

The Transversal Sales Engine solution serves up targeted content, advertising and sales promotions in response to naturally phrased questions asked by customers via the Barclays website.

The software is now being used on the site.

Consumers using the Ask a Question feature on the site are served graphic and classified-style advertising alongside answers to their queries.

Adverts change automatically depending on their relevance to customer questions, or to products and services that Barclays is looking to promote.

This targeted marketing is aimed at increasing cross-promotion and growing online sales of Barclays' products.

“We appreciate that our customers are all individuals and by using the Transversal Sales Engine we are able to personalise content to exactly match their needs, based on their own questions,” said Barclays electronic banking director Barnaby Davis.

The Barclays Transversal implementation was created in less than two weeks.

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