eMarketer Article Says Targeting Should Be Utlized More
In a recent eMarketer article and study released by Advertise.com and the Search Engine Marketing Professional Organization (SEMPO), content and ad targeting has been noted as one of the most underutilized technologies online.
For example, with only 30.5% of marketers retargeting their display ads, many of these advertisers are not utilizing the opportunity to increase their ad response by up to 400 percent.
In the same vein as ad targeting, Smart Content allows websites to serve visitors targeted content based upon geolocation, content preferences, number of visits to the site, referring URL (which could include ad placement), and referring keyword if the visitor came from a search engine. This provides a way for sites to more effectively tailor the content and calls to action based upon a visitors online experience.