Retail Online Integration

You will be automatically redirected to retailonlineintegration in 20 seconds.
Skip this advertisement.

Advertisement
Follow us on
Connect
Advertisement
 

Knocking on Digital Neighborhood Doors for the Holidays

November 30, 2011 By Rob Friedman
Get the Flash Player to see this rotator.
 

While the holiday shopping season has officially begun, it’s not too late to make some cost-effective, easy-to-deploy adjustments to your e-commerce site. All you have to do is target consumers where it often matters most — closer to home in their own digital neighborhoods.

Online marketing is dominated by cookie-based tracking. Cookies identify interests based on a consumer's prior site visits or from an inferred visit based on a similar product site. The biggest issue for retailers is that cookie-based tracking only provides an estimated 35 percent user coverage nationwide. With more than half the available online users eliminated, there's a significant likelihood that content will be overserved to the same cookied users. This means response rates will be lower than they would be if the entire qualified online audience was available. 

No Cookies for Santa This Year
This year, however, retailers can access new privacy-sensitive online marketing tools to target consumers within their digital neighborhoods. For example, there are cost-effective solutions that combine IP-to-ZIP code geo-location technology with demographic data that respect users’ privacy and don't rely on cookie-based targeting. In many instances, these technologies can be deployed in days, giving retailers ample time to add another tool to enhance the online shopping experience this holiday season.

Ask yourself the following questions when evaluating an IP address zone solution:

  • Does it incorporate the use of reliable and accurate IP-to-ZIP code geo-location technology?
  • Does it automatically score and categorize online traffic into user types and demographic segments?
  • Does it secure full qualified audience coverage beyond the estimated 35 percent targeted by cookies?
  • Does it use extensive data? Some solutions can tap upward of 400,000 unique home audience zones with more than 50 million demographic combinations.
  • Does it maintain the highest standards of online privacy — i.e., is there application or usage of cookies or pixel tracking?
  • Does it prohibit the communication of or access to personally identifiable information?
  • Is the demographic data supplied through publicly available information from directories, voter rolls, home ownership, modeled retail transactions and government reporting?

With Wider Reach, Retailers Go From Naughty to Nice
With the ability to classify anonymous web visitors in real time, retailers can automatically provide personalized content and targeted promotions specific to digital neighborhoods nationwide based on user type and demographic profiles.

 

SPONSORED CONTENT

MORE ON BRICK-AND-MORTAR >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments:

SUBSCRIBE TO eM+C Daily

Receive our FREE Daily
e-newsletter:
     Privacy Policy
 

RETAIL ONLINE INTEGRATION MAGAZINE:

Get Your FREE Subscription to Retail Online Integration:
March/April 2014 Issue
     Privacy Policy