How Marketers are Using Digital Technology

This short video reviews how Marketers are integrating Digital and Traditional channels to deliver personalized content directed at immediate interests of a Customer or Prospect. The video also introduces how Geo Targeting by IP Address works.
Video transcript: How Marketers are Using Digital Technology
Most people have played the dot to dot game as a child, creating a picture by connecting numbers. Basically, this is how a people are identified by Marketers, connecting information from dozens of points to create a progressively clearer picture.
In today's world, information about a person comes from Traditional and Digital sources. Traditional sources include a person’s name, mailing address, home phone and public records. Digital sources include email address, mobile phone, Cookies, IP Addresses and Device Ids.
Cookies tract the activity of a web browser on a computer or device, and the IP Address is the connection point to the Internet.
While Traditional sources can clearly identity who a person is, communication is limited to direct mail, phone calls or a knock on the door.
Digital sources provide for more marketing options. For example, the Internet Ad Networks automatically displays targeted banner ads across a large group of web sites.
The banner ads are ‘targeted’ to a visitors interests because the system knows what they have looked at on other web sites.
To see how works; let’s follow the actions of Mary Smith. One morning, Mary is on the Internet looking for a new car.
Later in the day, Mary notices several banner ads appearing on different web sites from local dealerships featuring new cars.
This is not a coincidence. The sites that Mary searched are using a service that detects her IP Address or Cookies, and connects it to the Ad Network for displaying banner ads.
The Dealerships and the Ad Network do not know who Mary’s is, but they know the activity attached to her IP Address and Cookies.
Two days later, Mary gets a postcard from a local Dealership offering $500 off on a new car.
This Dealership has matched Mary’s recent web site activity to her IP Address, and uses a Secure Data Service to connect her IP Address to her Mailing Addresses.
This is how it works. The Dealership collects IP Addresses that exhibit a particular web behavior and creates a postcard that reinforces those interests.
The Dealership sends the postcard to the Printer, and the list of IP Addresses to the Data Service. The Data Service converts the IP Addresses and sends only the Mailing Addresses to a Printer for mailing.
The Dealership does not know who Mary is, or her physical address, and the Printer does not know Mary’s IP Address.
Direct Services is an IT company that builds data management platforms, connecting the dots for marketers to give them a better understanding of their customers are and how to communicate the appropriate message. Call Direct Services today at [phone] to discuss your needs and opportunities.
Created by Brent Dreyer, Illustrated by Diana Medrano.
Copyright 2015