Marketo-DG2DA
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PART I: WHAT IS DIGITAL ADVERTISING AND WHY IS IT IMPORTANT?<br />
HOW DO DIGITAL ADS WORK?<br />
Before we jump into the nitty-gritty details of digital ads, let’s first discuss how they<br />
work. What does a digital advertising lifecycle look like?<br />
Get excited! We are going to take you<br />
on a digital advertising journey<br />
throughout your customer lifeycle.<br />
Meet Ellen (Hi Ellen!)<br />
Ellen is a potential customer who<br />
comes to your website. She looks<br />
around your site, clicks through to a<br />
few pages, but ultimately doesn’t<br />
purchase. However, you do know—<br />
based on her behavior—that she likes<br />
your social media product. She is<br />
cookied before she leaves.<br />
After Ellen leaves your website, she<br />
goes to another website to read<br />
some current event content from her<br />
local news site. Ellen starts to see<br />
your ads on each page that she visits.<br />
Ellen then goes to her Facebook<br />
page to post a new status update.<br />
She sees another one of your ads—<br />
this time, the ad is personalized to<br />
her preferences. The ad shows her<br />
an offer to download your latest<br />
social media ebook. Ellen is<br />
interested and clicks on the ad.<br />
Ellen Ellen visits your site... Ellen is cookied.<br />
She fills out your form, you get her<br />
information, and Ellen is then sent<br />
back to your website where she<br />
makes a purchase. Ellen receives a<br />
welcome email and she gets<br />
started using her new purchase.<br />
Ellen is a happy customer!<br />
After a couple of days, Ellen has<br />
come back to your website to<br />
explore more of what you have to<br />
offer. On your website you ask her<br />
to complete a survey about her<br />
experience with your product.<br />
...but leaves without checking out.<br />
Once she leaves your website you<br />
target her with ads related to a<br />
complimentary product to the one<br />
that she already purchased.<br />
...And the cycle begins again!<br />
What Is a Cookie?<br />
No, a cookie isn’t a tasty<br />
morsel you eat. A cookie is<br />
a small message given to a<br />
web browser by a web<br />
server. The cookie is used<br />
to identify a user and create<br />
customized web<br />
experiences (like a<br />
customized ad on other<br />
websites once a person<br />
has left your page.)<br />
Your potential customers turn into<br />
your happy, loyal customers.<br />
Your ad recaptures her interest,<br />
bringing her back to make a purchase.<br />
Later, she surfs the web and starts<br />
seeing your ads across the web.<br />
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