Knocking on Digital Neighborhood Doors for the Holidays

While the holiday shopping season has officially begun, it’s not too late to make some cost-effective, easy-to-deploy adjustments to your e-commerce site. All you have to do is target consumers where it often matters most — closer to home in their own digital neighborhoods.

Online marketing is dominated by cookie-based tracking. Cookies identify interests based on a consumer's prior site visits or from an inferred visit based on a similar product site. The biggest issue for retailers is that cookie-based tracking only provides an estimated 35 percent user coverage nationwide. With more than half the available online users eliminated, there's a significant likelihood that content will be overserved to the same cookied users. This means response rates will be lower than they would be if the entire qualified online audience was available.