Many marketers have found significant lift in performance when using re-targeting technology -- the technique of re-marketing to visitors who have previously expressed an interest in that marketer when its message appears on sites across the ad network. But now, a few savvy marketers have gone beyond just placing re-targeting pixel tags on their web pages, realizing that they can also include these tags in their ad creative.
Users who are served Flash creative, or who click on a standard banner, can be issued a cookie that will identify them at a later time when they appear on the network. This technique can be used to cost-effectively increase the frequency of exposure among an expensive or difficult to find niche audience.
Sequential messaging Also known as storyboarding, sequential messaging strategies are intended to deliver creative based on what is known about a prospect's stage in the purchase process or relationship with the brand. At each point of the purchase cycle, sequential messaging enables marketers to present information with a unique continuity to communicate with consumers in more compelling ways.
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I am as guilty as the next person when it comes to looking for direct revenue from advertising, but there is certainly something to be said for the value of branding.If you look at any of the most highly successful Internet centric companies you'll find that they have established brand. I think the push in 2008 will be to merge branding & performance marketing together.
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This article is a great summary of the technologies now available to digital marketers. Re-targeting and sequential messaging afford not only immediate frequency, but pertinent frequency.
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