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BizReport : Advertising archives : September 26, 2008

Interwoven allows targeting of unknown web visitors

Think you can only target ads to users who have logged on to your website before? Think again. Interwoven has expanded their targeting platform to allow marketers to target both known and unknown visitors, which should help deepen customer engagement.

by Kristina Knight

Interwoven LiveSite gives businesses the ability to deliver the right content and offers to specific visitor segments even if the users log on anonymously.

"Most organizations are not getting the results they expect - conversions are low, abandonment rates are high and site visitors are unsatisfied," said Ben Kiker, Chief Marketing Officer of Interwoven. "Businesses [must]…understand how to deliver more relevant, targeted and engaging online experience."

The content can be targeted based on user geography, daypart, referring URL and even click stream. Businesses can use search engine-friendly URLs to help improve search engine optimization and can even control different areas of pages with tag libraries.

Delivering relevant content is a big factor in the engagement level of users; an unengaged user will likely only stay on-site for a few minutes. Delivering content and relevant ads can help users become more deeply engaged, therefore causing them to stay on-site longer.

Tags: Interwoven, online content, targeted advertising, targeted content

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