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IP Targeting: Cool or Terrifying?

Imagine you had a list of addresses. That doesn’t seem farfetched. I bet you have thousands. Direct mail is good. It’s even better when paired with targeted ads online. In the old days you needed people to actually go to your site in order to target them with ads. Not anymore.   You are now able to use your address list to find the IP address associated with each location. Every computer network has a numerical label assigned to it – its IP address. Now through a proprietary service companies are able to match IP addresses to physical addresses with a 60 percent success rate. Direct Mail mail can have a 5.1 percent success rate. That can be even higher when paired with targeted online ads. The ads are targeted only to those on the mailing list, so companies are able to build a true one-to-one relationship. If that’s not minority report enough for you just wait… Matching an IP address to a physical address is nice. What about all potential customers whose addresses you don’t have? You can’t leave…

Tablet, Digital Notebook, Online Marketing

Online Targeted Advertising Webinar Recap

I recently hosted a webinar to discuss the opportunities retailers have with our Online Targeted Advertising program. During the webinar, we discussed the current digital marketing trends that point toward success with digital initiatives like OTA and how they can drive traffic to websites and stores. To start the webinar, Christine Walsh of Brick Inc. began the discussion by outlining the four formats that this program utilizes to reach potential customers. These formats include images, text, video and audio to deliver branded and targeted messages to website visitors in locations that the user requests. Next, Christine explained the current trends and statistics that show how adults over 18 in the U.S. view digital ads at a rate of 14 times that of print advertisements. This, coupled with the fact that over 60% of these adults prefer digital ads compared to print, offers insight into just how effective a sustained digital display campaign can be for retailers of any size. Christine then explained a survey that detailed why these online users prefer this type of digital advertisement. The five most important…

Dart board, Target, Dart, Bullseye

Hit the Target with Online Targeted Advertising

Finding new, exciting and successful ways to market to customers can be a difficult assignment. In order to compete with other retailers and to thrive in your marketing endeavors, searching for these new avenues is a daily project that can seem endless. There are important questions to consider when looking for new marketing methods, such as: What are we already doing well? What can we do better? What’s the other guy doing? Do I really need this entire ranch dressing cup on my salad? Okay, that last question isn’t necessarily important and I would never criticise someone’s personal preference when it comes to delicious salad dressings. Now that you’ve done a small analysis of what you are doing and what you might do, it’s time to start thinking strategically. If you have a healthy website, online shopping program, weekly lunch special or any sort of giveaway that you’d like to promote – you MUST get as many eyes on it as possible. How would a program that distributes your ads and campaigns electronically to potential customers be useful for these…

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