If you’ve ever seen a display ad that magically showcases an item you’ve recently browsed, you’ve seen dynamic creative XML feeds in action. Dynamic Creative Optimization (DCO) is a virtual must for online retailers, but product targeting is just part of what DCO can offer this market. In fact, the best dynamic creative tools enable complete top-to-bottom funnel marketing within a single campaign and much more. Here are a few ways online retailers can take their DCO strategies to the next level.
As a digital marketer, targeting is one of the core skills that I have to use on a daily basis. Whether it's targeting the correct keywords to the correct sections of a website I'm working on, or whether it's targeting PPC ads at different geographic areas, I live and die by making sure all my efforts are targeted correctly.
So how do you apply this offline? One of the ways to target your customers offline is to ensure that you have the correct telephone number and that you're tracking the effectiveness of your offline and online activity using unique, tracking phone numbers.
I recently spoke to a telephone number and call tracking provider, TTNC, about what benefit there was to having a toll-free number for your business.
There are quite a few options for a small business when it comes to getting a telephone number. One of those options is to get a virtual number, as these allow you to be more independent and give you options with where you’re receiving calls. But even with virtual numbers you’ve got quite a few options as to the type of number you could get. Here are 5 benefits of choosing an 0800 number:
1 - Customers... Read more
In a world where measuring change in customer behavior and the financial impact that results is secondary to volume-based metrics, like take rate, marketers are often left with a false sense of success.
In working with marketers across the globe, I’m often reminded of my favorite line from the classic movie City Slickers, staring Billy Crystal, Daniel Stern, and Bruno Kirby. For those of you who have not seen the movie (come on… really?!), it follows three city guys who go to a dude ranch in their search for a renewal of life.
In one scene, the three men are herding cattle from one location to another under the watchful eye of Curly, the herd master. Just as they finally figure out how to drive the herd, they run into a horrific storm and the characters yell out:
Ed: “We're doing great, guys! We're driving them!”
Phil: “Ah, that's perfect! We're lost but we're making good time!”
Marketers often fall into the same trap – running tons of campaigns that lead to a vicious cycle where regardless of the activity and effort, they end up like Ed, Phil and Mitch – in the same spot.
It’s the classic assumption that ‘doing more gets more.’... Read more