Comparison of web activities and dialog activities
You can use the Activity Builder in the Marketing tool to build both web activities and dialog activities. To decide which type of activity you need, consider the purpose of your activity.
Here is a simple comparison of the purpose of a web activity and a dialog activity:
- Web activity purpose
- Use a web activity to display something to a customer when the
customer views a store page that contains a specific e-Marketing Spot.
Web activities always run when a customer is shopping on your store.
Example: When a customer views the shopping cart page e-Marketing Spot, display an ad for cameras.
- Dialog activity purpose
- Use a dialog activity if you want to communicate your marketing
message to customers in some way other than displaying something on
a store page. Dialog activities do not always run when a customer
is shopping on your store. In addition, dialog activities can span
time.
Example: When a customer abandons a shopping cart for three days, send the customer a reminder email message.
The building blocks of both web and dialog activities are triggers, targets, and actions. The following table describes how these building blocks are used differently for web and dialog activities.
Building block | Web activities | Dialog activities |
---|---|---|
Triggers | A web activity is always triggered when a customer views an e-Marketing Spot on a store page. | A dialog activity is triggered by a specific
event or customer behavior other than when a customer views an e-Marketing
Spot. The following events are examples of dialog activity triggers; note that the last three triggers do not require the customer to be currently shopping online:
Unlike a web activity, a dialog activity can also contain the Wait trigger. You can use the Wait trigger to specify a waiting period in the activity and then automate follow-up actions when the waiting period passes. Dialog activities can span periods of time if they include a Wait trigger or a sequence of triggers and actions. |
Actions | Most web activity actions display something
in the e-Marketing Spot the customer is viewing, such as advertisements,
products, or categories. Web activity actions can also add the customer
to, or remove the customer from, a customer segment. Web activity actions can be customized to return other types of data to a specific store page that a customer is viewing. |
A typical dialog activity action is to send
the customer a marketing email. Other options are to:
Dialog activity actions do not require a customer to be currently shopping on your store. |
Targets Web and dialog activities support many of the same targets in the Activity Builder palette; only the differences are described in this row. |
The list of targets for web activities includes
targets that require customers to be currently shopping on your store.
This is because web activities are always triggered when a customer
is viewing a store page. As a result, you can be certain that the
customer's current session data is available for the target when the
web activity runs. Based on this logic, the following targets are applicable for web activities, but not for dialog activities:
|
The list of targets for dialog activities excludes targets that require customers to be currently shopping on your store. This is because dialog activities can run when a customer is offline. As a result, there is no certainty that the customer's current session data is available for the target when the dialog activity runs. |