Marketers have more data about potential customers than ever before. Some is in their own database and some is in big advertising platforms like Google AdWords. Most marketers use a combination, and hence the need to distinguish the various sources. First party data is the information collected by you about your prospects and customers. It is typically collected from your website or marketing automation system using cookies. It may also be supplemented by research done by your SDR team or via … [Read more...]
Marketingspeak: What is Pretargeting?
It wasn't too long ago that marketers were learning about retargeting. Now there's a new sibling in the advertising family named 'pretargeting'. So what's the diff? Pretargeting is an online advertising technique where marketers target individual buyers based on profile, past behavior or both. It's pre- and not re- because your ads get shown before your targets have ever been to your website. To my mind, pretargeting is a refinement of the age old advertising demographic; it is much more … [Read more...]
Marketingspeak – What’s a Burn Pixel?
I’d heard of pixels being fired, but never burned. The term burn pixel was a new one on me. To understand burn pixels, you first need to know about tracking pixels, which are single, transparent pixels placed on web pages. We all encounter tracking pixels while browsing, we just don’t see them. When a web page is downloaded, so is the invisible tracking pixel. That allows the marketer to track how many people visited the page. In digital adman parlance, tracking pixels are “set” or “added” to … [Read more...]
Content First, Not Campaign First: Four Steps to Make Sure You Don’t Fall into the Empty Campaign Trap
I was speaking to a colleague recently who expressed a common lament. She had launched a beautiful looking marketing campaign three months prior, and it wasn't working. Nobody was clicking. It looked great. It was running in the right places, and she couldn't understand what was happening. I had seen this before, so, channeling Click and Clack from Car Talk , I asked her one more question to confirm what I suspected her problem was. "How did you come up with the campaign?" I asked. Here it … [Read more...]
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