Column: Cashing in on IP Intelligence

Source: Technology Digital

Date :7/30/2007 11:44:15 AM

With traffic - and competition - increasing on the Internet, companies are learning to better target and localize their marketing message

By Rob Friedman

It’s no secret that businesses need to stay flexible and agile in order to adapt to the market on the fly, stay in tune with customers, and deliver products, website content and advertising campaigns that resonate with their audiences.

But when it comes to online marketing campaigns, the one-size-fits-all mentality simply doesn’t work for today’s geographically dispersed audiences. Businesses need to cut through the vast clutter of the Internet to increase the reach and relevance of — as well as response to — online content.

By harnessing the tons of data contained in an IP (Internet protocol) address — and available about every web user — businesses can target ads and content in a simple, yet cost-effective manner, delivering the right messages at the right time.

Influence

Every business needs to know how to leverage IP Intelligence within its online marketing efforts to deliver measurable results and improve success.

IP Intelligence determines information about an online user such as geographic location (country, region, state, city and zip code); connection speed; area code; Internet Service Provider (ISP); North American Industry Classification System (NAICS); domain name; demographics; company name; proxies; Designated Market Area (DMA)/Metropolitan Statistical Area (MSA); language; time zone; and longitude/latitude.

Today’s online world is a crowded place - and one in which people want quick access to relevant information. Whether it’s optimizing search, delivering geographically targeted online ads or offering localized content on corporate/ecommerce sites, marketers using IP Intelligence quickly realize the value and results of “going local” far surpass those of generalized campaigns.

More specifically, tapping into IP Intelligence helps companies:

Increase AD Effectiveness

Companies often struggle with ways to deliver relevant online ads, increase campaign effectiveness and increase return on investment for online advertising budgets. Whether the goal is to increase sales and revenue (What company doesn’t have that goal?), build brand awareness, or even drive targeted traffic into a retail store (increasing offline sales) — using IP Intelligence to geo-target ads and content can give companies the tools to do all this and more.

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