Offline Marketing Integration
Posted: Mon Jan 06, 2025 5:03 am
The benefits for advertisers are that they can use people’s multimedia user experiences to improve their own campaigns, which ultimately has a positive effect on users. The more relevant data, the better ads can be targeted.
Of course, the gaze tracking system could have major implications for the integration of online and offline marketing. For the first time, it would be possible to see the impact of offline branding campaigns in direct (re)actions of the user. Does someone actually visit the webshop shown after seeing a billboard? How effective are television commercials? How many different media was a user exposed to and which medium was ultimately decisive before he or she made a purchase?
Some things marketers should consider if Google ever decides to implement the gaze tracking system include:
Setting up multimedia campaigns with a consistent message, while at the same time not overlooking the unique features that each medium offers. Especially for online marketers it will be a challenge to incorporate offline media into their marketing strategy. There will be more demand for 'all-rounders' and more alliances will be made jamaica phone data between offline and online marketing agencies.
Properly measuring multimedia user (re)actions and usefully processing this valuable data is difficult.
More complex conversion attribution is coming. Think of different media, their different share and the elapsed time between impressions and conversions. In legal terms, ' cookie time ' could also be an issue.
Exploring new marketing territory
Advertising on Google Glass is being thoroughly banned for the time being . How can advertisers still use this gaze tracking user information to better target ads? Note that these suggestions are based on the assumption that gaze tracking data will be available to advertisers via the Google Glass user's Google account.
Of course, the gaze tracking system could have major implications for the integration of online and offline marketing. For the first time, it would be possible to see the impact of offline branding campaigns in direct (re)actions of the user. Does someone actually visit the webshop shown after seeing a billboard? How effective are television commercials? How many different media was a user exposed to and which medium was ultimately decisive before he or she made a purchase?
Some things marketers should consider if Google ever decides to implement the gaze tracking system include:
Setting up multimedia campaigns with a consistent message, while at the same time not overlooking the unique features that each medium offers. Especially for online marketers it will be a challenge to incorporate offline media into their marketing strategy. There will be more demand for 'all-rounders' and more alliances will be made jamaica phone data between offline and online marketing agencies.
Properly measuring multimedia user (re)actions and usefully processing this valuable data is difficult.
More complex conversion attribution is coming. Think of different media, their different share and the elapsed time between impressions and conversions. In legal terms, ' cookie time ' could also be an issue.
Exploring new marketing territory
Advertising on Google Glass is being thoroughly banned for the time being . How can advertisers still use this gaze tracking user information to better target ads? Note that these suggestions are based on the assumption that gaze tracking data will be available to advertisers via the Google Glass user's Google account.