Search Marketer Adds 'Intelligent' Landing Pages
Search engine marketing firm Impaqt, Bridgeville, PA, launched Intelligent Landing Pages, a technology that sends rich media corresponding to the user's search based on four data points: ZIP code and demographic information, keywords typed, the engine being used and content of the ad.
"Variation in those data points will alter the equation behind the scenes and lead us to serve a different landing page," said Richard Haggerty, CEO of Impaqt.
For example, Google and Yahoo users exhibit very different profiles.
"Through engine profiling, we know something about this user already," Haggerty said.
The technology gets to know searchers and responds to them with the correct ads and content.
"Not only does it know everything leading up to the click," he said, "but it is tracking data on what the user is doing on the landing page itself -- where he clicks, where he hovers. And this landing page intelligently serves up rich media content that matches the user's ever-growing profile."
Delivering the right rich media content, including video and audio clips, is more important for marketers than in the past, with household broadband use now at more than 50 percent penetration, Haggerty said.
Consider a way in which the intelligent landing pages could be used: When users search for art education, or for a particular art school, a video of the school is delivered to the user. As the user watches the video, the marketer can track when the viewer exits the video, and possibly serve another video that would capture the user's attention.
Marketers also can determine which parts of a video are most important to the user and alter the videos. If searchers are served a video of a particular shirt, and most users are rotating the video to see the back of a shirt, the marketer could create a video showing the back of the shirt.
Impaqt clients are testing the new technology. The company is focusing initially on travel, education and retail customers.