The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
(Page 3 of 3)
Knowing how to communicate fluently in Internet language is an important aspect of implementing an information strategy with your users. Along with identifying relevant content for the users and integrating it with their process it establishes a dialog that moves anonymous e-shoppers into long-term relationships with providers who can speak their language.
Brendan Elliott is managing director of The Elliott Group, researchers and consultants who study consumers’ information use to help clients build better e-services. He can be reached at email@example.com.