Chris and I met for lunch and to talk about what’s new in automated digital marketing.
After the usual recap of the last month’s activities we got down to cases.
Getting Pixelled ain’t pretty.
You know how you’ll just casually look at shoes or furniture or a new whiz-bang tech gadget while you’re answering e-mail or stuckon an interminable phone call and then for days later every time you turnaround ads for that sort of stuff keep popping up in your browser? You, myfriend have been pixeled.
The way that works is that a 1×1 pixel is placed on web page and is triggered whenever the page is visited or a positive action taken such as signing up for a newsletter or an information packet or white paper. When that action occurs, the pixel acquires the information needed to retarget you.
You have been retargeted.
The Cookie is no dummy
It is stored on your browser. It tracks your movements on the website in question and remembers your behaviors and preferences. It doesn’t transfer across browsers, but most of us use a single browser 80 to 90 Percent of the time.
One common way a cookie gets placed on your browser is via Contextual Targeting. This is most common on those “news” pages in your browser. Click on what appears to be news feed and before you can swipe to the next photo you’re confronted by a display ad. Chomp! You just bit into the cookie.
One step further
The latest wrinkle in on-line marketing takes pixeling and retargeting(or remarketing if you prefer) one step further. It personalizes brand to the maximum. We decided to call it “Conditional.”
Here’s how it works:
- You have been pixeled and retargeted.
- You return to the web site and are served up the site you first visited.
- As you refine your search on the site or look into other products the cookie remembers.
- The next time you visit, the site may appear and read entirely differently depending on the information you shared on your last visit because the cookie is relaying where you are in the customer journey for this product or service
- Each time you visit the conditional site can change to match up with your previous behavior and stated preferences.
It becomes very quickly apparent that massive amounts of copy and graphic changes might have to be employed to take this capability to maximum effect.
Few of us have sufficient knowledge of our customers journey and how to shift our web sites to handle different basic personality differences let alone for the massive number of changes going completely conditional might force.
Then, too, we need to maintain the key elements of the brand’s value proposition and positioning. How much personalization can we inject and still maintain the Trust that separates our brand from competitors?
Conditional websites will come
It is already starting to happen. We will keep an eye on this development and let you know more as we uncover the trend.
Let us know if you run into an example.
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com His consultingpractice, founded in 1990, is known for Trust-based Brand development,Positioning and business development for independent professionals on and off-line.