Get Smart Content - 2009

Archive for August, 2009

ESPNRadio.com Now Has 420,000 unique listeners per month

Monday, August 24th, 2009

And some of them are geo-targeted so listeners can benefit from ESPN’s subject matter expertise and get local sports content. We’ve recently been talking about the possibility of newspapers using targeted content on their websites as a strategic move to raise the value of the site’s visitors to advertisers. Simply put, a more targeted site visitor is more valuable because you can also better match ads to them.

This example of ESPN going into local sports reporting with targeted content is not good news for the newspapers because local sports is one thing they still have a good grip on and ESPN can likely use their online experience to move more quickly, target more accurately and in the end make users happier.

That said, I still think there is still opportunity for newspapers to get smart about targeted content.

Posted in Optimizing, targeting | No Comments »

Visiting San Antonio with Smart Content

Friday, August 14th, 2009

We recently launched a Smart Content optimized homepage for the San Antonio Conventions and Visitors Bureau (SACVB), making it the first visitors bureau to use Smart Content targeted messages. With rules focusing on drive vs. direct flight markets and tracking number of repeat visits, targeted content has become the focal point in a website interaction optimization campaign aimed at increasing engagement and relevancy. Smart Content provides SACVB with the ability to rapidly create and improve targeted messaging to convert traffic more effectively. By creating higher rates of engagement, Smart Content enables SACVB to yield greater conversions from the rest of their digital marketing strategy, which currently includes: Search Engine Marketing (SEM), Search Engine Optimization (SEO), Targeted Emails and Social Media campaigns.

Read more about it here San Antonio CVB news and see the targeted content serving in action here http://visitsanantonio.com.

When it comes time for SACVB to report to their partners Smart Content delivers flexibility by reporting traffic results directly into Omniture’s Site Catalyst, Google Analytics and the Smart Content admin where the CVB can track success and identify new opportunities.

Tags: engage, relevant content, site optimization, Smart Content, targeting, visitor acquisition
Posted in Conversions, Google Analytics, Omniture, Optimizing, targeting | No Comments »

49.9% Increase in Conversion Rate w/ Smart Content

Tuesday, August 11th, 2009

For a non-profit client’s membership drive weâ€™re serving content that is targeted by user location and content preferences. After a few weeks of use, the performance numbers on getting people to join this organization and donate are very positive. The Obama campaign used a similar approach on their ad serving to make sure they were talking about issues of local importance.

The above table is the comparison of conversion rates of people joining where we serve a static .jpg banner and then a Smart Content banner that is targeted to the individual userâ€™s location or social network preference. The design on the two banners is identical but the call to action on the Smart Content is personalized and you can see the tremendous difference in conversion.

Tags: Smart Content, visitor acquisition
Posted in Conversions | No Comments »