What is Smart Content?

Smart Content overcomes group marketing by serving targeted content through your existing Web site to individual users based on their unique profiles and Web-based interactions. Smart Content is easily embedded on any page within your site. The result is highly relevant content — including images, video and audio — that allows you to directly engage and motivate your users. Put simply, using a combination of Web statistics and your marketing insight, Smart Content serves your individual users the specific content they’re seeking.

How is Smart Content different than A/B or multivariate testing?

A/B or multivariate testing has the primary goal of creating the most effective layout for the largest number of site visitors. Smart Content is different in that it allows you to look at the analytic information on the individual user level and present the most appropriate message in real time. These targeted messages can be served to users based on location, content preferences, site history, traffic source or any combination these, and more. The end result is that instead of determining the most effective content to serve based on the preferences of a group, Smart Content serves the most effective content based on the interactions of each individual visitor.

Will Smart Content be demanding for my IT team?

Actually, since Smart Content is added to your site via an embeddable .gif file, it requires nothing from your IT team whatsoever. Instead, Smart Content is a simple cut and paste command into any page within your Web site letting your site know exactly where Smart Content will be served — all easily completed by non-technical users.

So, do I have to redesign my Web site?

No. Smart Content works on virtually any site, on any page, no redesign required.

Will my servers need more storage or bandwidth to host and serve Smart Content assets?

No. Smart Content works as a middleware server between your site and the user with all assets being host on and served from our Flash media streaming server. This means no additional hardware is required on your side.

What happens if your servers are down?

We offer a 99.9% uptime guarantee. However, in the event of primary server failure, Smart Content has back up serving which instructs your Web site to serve default content similar to what’s on your site now. So, while the message may not be as engaging or effective as Smart Content’s targeted messaging, the user’s experience will not be a negative one.

Do I have to use Smart Content’s own custom reports and analytics?

While we do supply our own report window showing detailed analytics information, Smart Content works seamlessly with Google Analytics and Omniture. All you have to do is supply your information and these tool are automatically fed timely Smart Content tracking information allowing you to monitor performance in your preferred analytics environment.

How do you determine who is allowed to use my Smart Content account?

We don’t decide who gets access, you do (or more accurately, whomever is designated as your account administrator). The point is this: your primary administrator can set up individual account users and grant them the appropriate level of permission-based access. Who uses Smart Content and how is completely up to you.

What are the primary ways I can target users with Smart Content?

The standard Smart Content application uses five campaign rule types to target individuals, these rules are:

1. Keyword
2. Number of Visits
3. Referring URL
4. Content Preferences
5. Geographic Location

What if I have my own specific ways to target users with Smart Content?

Additional custom rules can be created to meet your exact needs. For example, past clients have requested the ability to target users by Designated Market Area (DMA) and affluence. The bottom line is the customization opportunities are virtually endless. Just let us know what you need, and we can create the rule you desire.

How do you price Smart Content?

Typically there’s a front-end implementation fee to set up Smart Content for your site. Once Smart Content is up and running you’ll only be charged for the bandwidth you use on a monthly basis and any content creation you want us to produce. However, all costs are on a case by case basis and there is no one-price-fits-all model since each client has different requirements. What we can say is that ROI is substantial due to increased conversions. To find out more, contact us for a free demo on how Smart Content can help your Web site. We can give you a better picture of costs for your business at that time, and there’s absolutely no obligation or pressure.

Who creates the content that Smart Content serves?

Content can be created by our highly skilled marketing professionals or by your own design and marketing team. The only thing your team will need to know is the pixel size of the area where you’ll serve Smart Content on your site. The design, images, messaging and media are completely up to you and what you believe will best drive conversions on your site.

Do pop-up or cookie blockers affect Smart Content?

Pop-up blockers have no effect on Smart Content because Smart Content is served directly into your existing Web pages. As for cookie blockers, a small percentage of users do employ the application. However, blocking cookies is not desirable for most users as it decreases their ability to navigate the Internet. Cookies are a necessary part of surfing the Web because they allow us to be recognized when we visit sites like Google, online banking systems and our favorite news portals. Most users find this ability to access their favorite sites and information invaluable. As a result, blockers have little impact on Smart Content. Yet rest assured, if a visitor to your site is blocking cookies, they are still served the high-value default content you choose.

Are there any privacy concerns for users regarding Smart Content?

Smart Content does not identify any user by name or attempt to access other personal information. Smart Content only matches rule-based parameters, such as: has the user looked for a specific keyword, they have specific content preferences, do they live in a certain geographic area. None of this information is personal and its only purpose is to help you serve the most relevant content possible on a user-by-user basis. In effect, Smart Content is the equivalent of the first question a salesperson asks a consumer as they enter a store: “How may I help you?”

What about service and support of my Smart Content marketing campaigns?

Because the web never sleeps, neither do we (okay, we sleep in shifts, but someone is always available). We offer a 24/7 uptime guarantee that your Smart Content service will always be working when your customers need you — which means your Smart Content will be up and running and driving conversions around the clock. Beyond the technical aspects of service, we’re here to support your marketing endeavors, too. Need help or insight on how to target a hard to reach set of individuals? We can help.