Feb

What Is Stopping You from Making Your Content Smarter?

Why Don’t You Deliver Targeted Content? by chris maddock Not long ago I rewrote the Universal Studios Orlando site. I noticed that their website was treating all prospective online ticket buyers the same. That’s was a real problem because unlike Disney World, Universal Studios gets a lot of twenty and thirty somethings visiting to party and have a different type of experiences than family sought to have. To address this, we created personas reflective of the different types of customers and delivered targeted content to each before we asked them to buy tickets. We quickly doubled online ticket sales. Why? Because we anticipated the questions and concerns of different types of visitors and delivered targeted content based on their behavior. The right content, delivered at the right time, can help solve the widespread problem of the ‘stupid robot’ that says something like, “Welcome to our site. Is this the first

Jan

Great Targeted Content Post for Marketers

I’ve not seen a better explanation of the value of targeted content to marketers than Wesley Picotte of the interactive firm White Horse offers in this post entitled The untapped potential of dynamic landing pages. He focuses specifically on landing pages, where you should know more about your visitors because you drove them to that page, but the value in the post is the clearly explained value of providing the right content and call to action to the right visitor and his guidelines that any experienced marketer can benefit from. Since I said I could not say it any better…check it out for yourself.

Jan

“The future...it’s baked into everything that we do – content and advertising.”

In this video of Jeff Hirsch, founder of behavioral targeting firm, Audience Science talks about his view of the future behavioral targeting in advertising. His video at the start contains projections about the use of behavioral targeting and, of course, I appreciate that toward the end in the Q&A he gets to the logical extension that behavioral targeting is equally relevant to content.

Dec

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 visitor’s online experience.

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What Is Stopping You from Making Your Content Smarter?

Great Targeted Content Post for Marketers

“The future...it’s baked into everything that we do – content and advertising.”

eMarketer Article Says Targeting Should Be Utlized More

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