“We also offer website activity data feeds that support cross-channel marketing and provide direct mail services.”
4Cite stands above its competitors by offering an integrated suite of solutions powered by proprietary CrossLink, a superior web visitor identification technology. Its solutions are easy to implement, up and running in a matter of days. Formed in 2010, the company’s roots date back to 2000 when its management team founded I-Centrix and later ALEXA Marketing. After selling I-Centrix, ALEXA was merged into 4Cite.
The enterprise’s integrated approach takes “triggers” to a whole new level that integrates standard triggered email, new email triggers that take place when your customers are shopping online with other retailers, triggered lightbox messaging on your website, and triggered website data feeds to inform omnichannel marketing.
In colloquy with Bob Gaito: CEO and Founder
Why was the company set up? How did you select the vertical and decide to be a part of the global platform?
The company was formed because the founders saw a need to help clients make better use of their online data. The first step (and biggest opportunity) is to increase the number of visitors identified while shopping on your site. The more information you can capture about a consumer’s website activity, the better you will be positioned to make them relevant offers – thus driving conversion.
What surprised us initially is that most customer identification was limited to just cookie setting and URL scraping. With our enhanced identification techniques, we identify significantly more website shoppers than our clients can on their own – we find time and again that we identify at least 20% more website visitors.
Tell us about your first product that was launched?
We tend to approach our product development with an eye towards solving specific marketing challenges. One of the challenges that we hear most often is ‘when is the best time to send an email?’ The short answer is…when your customer is currently shopping online.
In response to this challenge, we developed an email triggering service that ‘looks’ for your customers online and then triggers an email with individualized timing for each customer when we see them demonstrating shopping behavior.
If you have to list five factors that have been/are the biggest asset to your organization, what would they be and why?
Do you have any new products ready to be/getting ready to be rolled out into the market?
Our latest efforts have focused on our content selection engine (LiveContent). This is not an entirely new product for us, but recent enhancements are significant. All content recommendations are performed in real-time and personalized for each customer. We evaluate recent online activity, offline purchases, email engagement, and even inventory levels before making recommendations. In addition, we now deliver this content within lightboxes as well as via email.
Where do you see you and your company a couple of years from now?
The trend in the industry is certainly leaning towards the deployment of personalized, event-based messaging. This can take the form of lightboxes, customized page content, or cadence managed email campaigns. Big bulk emails and predefined onsite messaging is losing effectiveness. Customers want to be treated as individuals and increasingly expect personalized messaging.
Meet the Chieftain
Bob Gaito, Founder and CEO: With over 25 years of experience in servicing the direct marketing community, Bob is intimately familiar with the increasing challenges faced by today’s marketers. In early 2000 Bob set out to build a better solution for meeting these challenges and founded I-Centrix, a data management solutions company focused on supporting direct marketers. In 2010, Bob helped found 4Cite Marketing, a multi-channel marketing service provider. Under his leadership, the company has shown continual growth and become recognized as a truly innovative marketing automation organization. Today Bob remains focused on ensuring that the company continues developing solutions that directly impact its clients’ bottom line.
"Our technology is superior in the marketplace because of its cross-device and cross-email capabilities, ensuring each consumer is correctly identified."
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