Marketing to People Rather Than Devices

Imagine for a second that you know someone who is a person.

They are not a phone or a laptop or a smartwatch. They’re not even Alexa. They are flesh and blood – and a brain that makes decisions about what they like.

You want to reach them with ads for products or services that interest them, when they are interested in seeing them.

The internet of phones, wearables, things, smart speakers has upended the old way of tracking people by their computers.

Today, each person surfs the web on multiple devices. Most cookies track each device separately, giving marketers fragments of information about each person dispersed among different databases. That can lead to oversaturation of advertising to each user and wasted marketing dollars spent.

According to the Consumer Technology Association, 40% of consumers move from one device to another when making a purchase. This further complicates the process of marketing to these consumers, leading to bad data.

With ordinary cookie‐based marketing, a consumer who purchases your product on their phone after seeing your ad on their laptop will show up in your data as two consumers, one a customer and one not. A remarketing effort to the latter would waste resources, not to mention annoy a customer.

How People‐Based Marketing Works

Instead, people‐based marketing consolidates intra‐device and cross‐device performance to distill identification to a single user. When we serve messages with a people‐based approach, the target is associated with both a device ID, an IP address, a GEO location address and more. That delivers 100% accuracy.

Because the person, not the screens, is the single organizing principle, messaging can be streamlined and conversions optimized.

People‐based marketing is complex. It employs deterministic targeting in order to develop good data.

Deterministic targeting uses closed systems with proprietary, non‐portable data. It is power‐ packed with useful, accurate information tied directly to each individual consumer.

TThe complexity of the operation and the expertise involved has led large organizations to outsource their people‐based marketing to outfits that specialize in the science. This kind of data collection, synthesis and analysis requires a dedicated team of experts. But the return on investment of people‐based marketing dwarfs other methods – and that gap is increasing every day.

Want to talk more about people based marketing? See what we can do.


How to Know if Your Website is Healthy?

Monitoring the health and traffic of your website

A company’s website is the online face of the company. It is important to stay on top of the website’s health and traffic, as they ultimately go hand in hand.

There are various tools out there that you can install to help measure data-specific metrics within your website. Regardless of which tool you are using, it can be easy to get lost in all of the metrics if you aren’t quite sure what to be looking for. Here are a few of the key metrics you should monitor to ensure your website is happy and healthy.

  1. Pages/Session: This will tell you the number of pages your website’s visitors are reading. A great website with useful and relevant content will generally have a higher number of pages being read.
  2. Mobile Audience: As the name suggests, this metric will inform you how many of the viewers are looking at your website on a mobile device. Depending on other metrics such as bounce rate and time on site, this can give you an idea of how user-friendly your site is on a variety of devices.
  3. Bounce Rate: The bounce rate will tell you how many visitors are leaving your website after coming to the homepage. Having a high bounce rate, which is considered to be around 40%, can mean that your website is showing up for unrelated web searches. You want your website content to bring in traffic, more specifically relevant traffic, and not turn it away.
  4.  Acquisition: This will tell you where your searches are coming from. Generally speaking, organic search will bring the highest quality traffic to your website whereas referral traffic derives from poor quality.
  5. Average Duration of Sessions:  The average duration of sessions will inform you how long your viewers are spending on your website. This can tell you if the visitors are simply scanning your content or taking the time to read it.
  6. Behavior Flow: This is a unique tool that will communicate with you about how your viewers are navigating your website. It will tell you which pages on your website have high drop off rates, meaning the pages that are turning the users away.

Want to learn more about website health? Talk to one of our experts and let us give you a free evaluation of your site today!


Why is SEO so important?

Why is SEO important to a website?

SEO, or search engine optimization, is all about improving your site’s visibility. It is about creating content that is clear, understandable, and easily searchable by readers as well as by search engine robots. Often times, people will misinterpret the role of search engines in regards to a website’s purpose; they fail to understand how successful use of SEO yields cues and structural comprehension for engines to interpret the website’s content and information.

We have all experienced a time when we formulate an idea, picture, or question in our minds that we try to search for, but become somehow misguided and cannot find the information we are looking for. Search engine bots, along with individuals making use of them, do not always lead in the right direction when searching for something specific.

Being aware of both the capabilities as well as the restrictions of search engines enables you to properly construct, design, and annotate your web content in such a way that search engines can digest and absorb. Without SEO, a website is practically invisible to search engines and, in turn, to consumers.

How can I make my web content visible?

There are two critical steps that need to be take in order to achieve optimal search visibility. First, it is critical that the actual technical details of search engine-friendly web development are accurate and precise. These details include page structure, meta description tags, image alt attributes, and more.

Second, it is critical that the marketing of the content is effective so that you are communicating what you want consumers to know about your business. This is the most important piece in getting your web content seen. Search engines do not find content using predetermined formulas, rather they find content based on varying metrics of relevance, substance, and significance. The engines are able to compute and measure these metrics based on user activity and engagement –  what is liked, shared, commented on, etc. Creating a good website is about more than just the looks, quantity, and quality of your content, it’s about getting your content shared and talked about.

Generating healthy and relevant content will drive up your website’s activity, brand value, and online presence. By optimizing your website in such a way, it will perform noticeably better and rank higher in organic searches. This can be done using consistent keywords, allowing consumers who are searching for your product or service will easily come across your website.

Below are some tips from our SEO gurus on creating an effective SEO strategy:

  1. Find out how your customers search – what language are they using?
  2. Implement keywords into every corner of your website’s content.
  3. Make your website user-friendly with a simple structure.
  4. Don’t only rely on users to spread the word about your product or service, do it yourself.
  5. Measure your results so you can adjust and improve continuously.

Want to learn how your website is performing? Contact Armada Cloud today for an evaluation and learn how you can optimize!