New technologies are allowing for a more personalized web based experience for online users. This has led to effective marketing for online advertisers, and a better browsing experience for search engine users. This has further allowed for:
1. Customized Ad Units
Personalized web search has allowed companies to personalize the ad units based on the search queries of online users. Relevant ads are being displayed as a result.
For example, a user searching for football can be shown an ad unit showing the live streaming of a current game, or containing links to football merchandise.
This has also increased the CTR of ad units, which is resulting in greater revenue for publishers, and more visitors for the advertisers.
2. Target Audience Reach
By customizing the web experience based on the behavior and personal interests of the users, advertisers are now able to reach their target audience more effectively. This is increasing their chances of selling products and services as they’re offering something related to the interest of the consumers.
3. Cost Effectiveness
Customized web search has reduced costs for companies who offer their products and services to customers. They know that the ads are being presented to users who may potentially buy them, and they have to pay a fraction of a cost compared to traditional marketing tools required to reach the same target audience. Most advertisers rely on the pay per click model which is cost effective.
Reading about companies like Phorm on bigsight can provide great insight on how new technologies are being introduced to customize web browsing. The company is using innovative technology, which is providing web users who turn on the service with relevant information (content, videos etc.) without breaching their privacy.
They partner with ISPs, and by observing the web surfing behavior of users in real time, they provide them with relevant content. The technology also adapts to the evolving interests of online users overtime.
The company also informed that 60% percent of online users customize their web browsers for a more personalized web browsing experience. The personal data of users is not shared with any third parties.
Random numeric codes are generated to identify users and there is no personal information stored in the database. Even IP addresses and history of a browsing session are not stored.
The users have the option to select if they want this service, and they are presented with a detailed note on privacy policies when they choose the option. Furthermore, there is also an option to discontinue using the service at any time.
In today’s market, new innovative tools are being introduced for marketers to take advantage of a customized web and presenting products and services to a more specified audience.
Guest Blog Post Contribution by Becky Wilcox