My friend and colleague Andy Dunn was struck yesterday by the extreme personalization being done by Zappo’s, the now Amazon-owned shoe retailer. Andy had been checking out sneakers at Zappo’s and then left without buying.
Later, thanks to Zappo’s remarketing campaigns across a broad swath of third-party websites, Andy began seeing Zappo’s display ads everywhere — and the ads cycled dynamically through images of the very same products he’d been browsing at the Zappo’s site.
Dotomi, an ad platform, claims personalized remarketing campaigns like these can lift response 34% when compared to ordinary ads not customized to individual users. Dotomi and others have rolled out a slew of personalized products including direct text messaging, ads that address the shopper by name, and other tactics that might make George Orwell roll in his grave, but which many online merchants just love.
For merchants interested in learning more, the DMA is sponsoring a November 3 webinar entitled “The Future of Media Is Personal”, in which Dotomi COO and CMO Ken Treske will talk about the power of personalized remarketing ads and other media tailored to specific web users.