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BizReport : Advertising archives : December 06, 2011

Demandbase tool offers personalization assist

Personalized advertising has become a key phrase in 2011 marketing campaigns, but as the year has worn on brands have realized personalization is about much more than adding names or knowing how consumers have engaged in the past. A new tool from Demandbase may help brands get a better hand on their personalization efforts by including more classifications and segments for campaigns.

by Kristina Knight

The Demandbase Real-Time Identification Service is geared to the B2B space and allows marketers to classify audiences based on business size, industry/vertical information, government, education, residence and wireless information. Marketers can also segment based on the type of customer - new, existing, competitor - to offer more relevant information; and the metrics are available in real time, so the site can be personalized as a web page is opened/served to increase engagement.

"Marketers understand that they need to become more savvy around understanding the makeup of web visitors, and then take the action necessary to immediately service those audiences. Demandbase customers can immediately understand how their most valuable audience segments are engaging with their web sites and address those customers with a highly personalized experience every time," said Chris Golec, CEO of Demandbase. "As a result, businesses can better focus online marketing campaigns, measure which strategies are engaging certain audience sectors, and drive higher conversion rates through optimization. This enhancement expands to the possibilities for personalization."

The tool can be integrated with most CMS platforms and with existing forms so that customers don't have to spend a long time filling out forms and can then receive the information they need more quickly.

Tags: audience segmentation, Demandbase, online advertising, targeted advertising

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