Design & Technology July 14, 2014
What is SDL SmartTarget?
Recently we have been working more and more with SDL SmartTarget, and I came to realize not everyone knows what it is, how it works, and most importantly, how to use it. So, I am aiming to produce a short series of posts covering SDL SmartTarget and its usage.
In this first post, lets concentrate on what it is.
SDL SmartTarget is a product, which sits next to SDL Tridion, that allows you to deliver targeted and personalized content to your website visitors. SDL SmartTarget takes the content, created and managed within SDL Tridion, and will enable marketers, product managers, etc. to create and maintain rules easily. These rules allow personalized content to be displayed based on the user and their characteristics.
SDL SmartTarget allows you to handle all levels of incoming visitors, regardless of your knowledge of the visitor, so you can deliver them a customized experience. Below I have included a breakdown of the various levels of website visitors and examples of the types of information you can pivot on:
SDL SmartTarget takes a user’s website experience and dynamically changes what they see on the page. For example, imagine a B2B medical equipment manufacturer’s site. Even a very well-organized, easy-to-navigate site can be overwhelming due to the breadth of their product lines. With SDL SmartTarget, you, as the marketer, can nudge the visitor toward relevant products or solutions. Maybe they discovered your site searching for “medical imaging,” so why not show them a “medical imaging” product banner? Or suppose the visitor had previously been to the site looking for “diabetes care,” so this time make the default image gallery feature diabetes products, and helpful links for that category.
Interestingly, SDL SmartTarget fits into a larger suite of SDL products which allows your whole digital presence to be focused to the individual user. The Suite, SDL Web, enables you to deliver a digital customer experience across all channels.