Digital Marketing Ideas

More Web Ads Improve Their Aim – WSJ.com.

“A long time ago in a galaxy far far away…”

Sorry, wrong story.  It was a long time ago, however, when I was at Wunderman.  We created this metrics package because we didn’t trust the client’s reporting package.  We called it iMetrics and, while we were building this tracking package we realized that not only could we tell what our users were doing on the site, but, we could, with the inclusion of a VERY small piece of additional code, deliver targeted call-to-action messaging during their browsing experience.  We played with it, talked to our strategy and planning folks, and created some interesting logic to deliver the ads based on the users actions within the site.  Using this simple methodology we were able to boot our lead generation for the client by more than 2000% (no, that isn’t a typo).  The message, from that, and something that has continued to stick with me for the past 10 years, is, “Give the Consumer What They Want, When They Want It.”
This ties directly to something over on eMarketer, an article about ad personalization & targeting, another good read.