2019 Award Winner Interactive Marketing — Bank Iowa
About Bank Iowa
The Anonymous Website Visitor
By Keith Snow, President, B2E Data Marketing
Who is visiting your website?
It may seem like a simple question, but for many marketers, website visitors remain elusive. Unable to be identified beyond device type, region and site behavior, the anonymous website visitor could be your next big sale.
Marketing dollars are being spent on search engine optimization and landing page development; campaigns that will drive traffic to the website. In fact, according to Hubspot, 54% of marketers say their top marketing priority in 2019 is growing website traffic. If you’re putting your budget dollars into the website, company leaders will expect ROI. Understanding who is visiting the website now becomes even more impactful, as we all know campaign attribution can be tricky when visitors remain anonymous.
A website is a goldmine for qualified leads. Each visitor to your web domain is there for a reason. Perhaps your link popped up in a web search, or someone referred them, or they saw your booth at a tradeshow. No matter how they found the site, the reason they are there is more important. It could be they are researching options as an in-market prospect.
Pull off the mask.
In today’s marketing environment, anonymous website visitors do not need to remain unknown. Services can collect visitor IP addresses and match them to home addresses. With a simple data append, you can gain additional segmentation information about the web prospect, including their age, income or occupation.
Over time, this additional information about the website visitors can assist you in creating segmentation profiles and optimizing your website for the information visitors are seeking. Who is in the market for your company’s products and services? Visitor segments can help you uncover new learnings about a potentially viable market segment that may have been ignored in your original website design.
Don’t go so fast.
Anonymous website visitors likely want to stay anonymous, however, once the IP addresses are collected, a host of other re-targeting marketing activities can follow. Online digital ads can be targeted to specific IP addresses, so they are reminded of your brand on other websites they visit as well. This consistent drip of brand messaging is sure to keep your products top-of-mind. Additionally, if you prefer direct mail campaigns to follow up, IP addresses can be matched to home addresses to complete this type of campaign as well.
Websites are a huge investment for any marketer, so ensure you are getting the most from your resources. Don’t let anonymous website visitors walk away.
About the author: With over 30 years of Marketing and Technology experience, Keith develops programs and provides business leadership for data marketing, insights, analytics and strategy for B2E clients. Over his career, he has served in the U.S. Army Reserves, been an Applications Developer, Systems Analyst and Marketing Database Director before starting B2E Data Marketing in 2003.
Q & A With Spencer Smith - July Luncheon Speaker
Can you give us a preview of your professional background and how you got to your position today?
Your presentation topic is titled “A Better Way to Calculate Social Media”. What does this mean for today’s marketers and what should they expect from your presentation when they attend? Who should attend?
If there is just one key takeaway from your presentation for folks to learn, what would that be?
How has marketing changed throughout your career?
AMA Iowa Recognizes Top Marketing Talent in the State; Names Marketing Executive & Marketer of the Year
DES MOINES, Iowa (May 10, 2019)—The Iowa Chapter of the American Marketing Association (AMA Iowa) held its 14th annual NOVA Awards on Thursday, May 9 in downtown Des Moines.
In addition to recognizing the top marketing campaigns completed in 2018, this year’s AMA Iowa’s awards also showcased top marketing talent working in Iowa’s businesses and organizations. With two new award categories, Marketing Executive of the Year and Marketer of the Year, this 2019 addition to the awards allowed for individual recognition of those making a significant impact on their company and the community.
Through a reciprocal judging agreement, a panel of marketing professionals from the AMA San Antonio Chapter judged all categories for the 2019 awards. Top award recipients in each NOVA category include:
- Advertising – ZLR Ignition, Wellmark-Medicare Campaign
- Copywriting – Indigo, Indigo Premier Brochure
- Direct Marketing – Sammons Institutional Group, Inc., Tax Season Care & Safety Package
- Integrated Marketing Campaign – OBI Creative, Cobalt Credit Union Rebrand
- Interactive Marketing – Bank Iowa/Lessing-Flynn, Bird’s Eye View – Bank of Iowa
- Marketing Communications – Sammons Financial Group, Midland “MVP Playbook”
- Marketing Department of One – ASI/Signage Innovations, Reflections Campaign
- Marketing Research – Sammons Financial Group, Empowered: Women and Retirement
- Non-Profit Marketing – OBI Creative, Nebraska CASA Campaign
- Public Relations – Vermeer Corporation, Vermeer Corporation Survives the Storm and Comes Back STRONGER THAN EVER
- Small Budget Campaign – Sammons Institutional Group, Inc., Tax Season Care & Safety Package
- Special Event – Iowa Finance Authority, Flock to the Block
- People’s Choice Award – Goodwill of Central Iowa, Styled by Goodwill
- Best of Show – Iowa Finance Authority, Flock to the Block
Marketer of the Year was awarded to Abby Delaney, Digital Marketing Manager at Bankers Trust. Receiving this award, which recognizes one up-and-coming marketer who shows potential to shine as she rises in her career, is a testament to the “high volume of high-quality work” Abby produces for Bankers Trust. She leads a variety of digital campaigns and projects, all positively contributing to the bottom line. Because of her work in marketing automation and digital advertising campaigns, Bankers Trust is now able to run… “consistent, regular email touchpoints with all customers, customized to the individual based on their current bank relationship and anticipated future needs,” said her nominator.
The Marketing Executive of the Year Award was created to honor one individual who inspires, leads, and achieves excellence in the field of marketing, and has contributed significantly to the region’s marketing community. At the 2019 AMA Iowa NOVA Awards, this achievement was given to Emily Abbas, Senior Vice President, Chief Marketing and Communications Officer at Bankers Trust.
In her time with Bankers Trust, she has built a highly-functioning and fast-paced marketing team. Most recently, her team launched a new “Bankers Trust Difference” branding campaign and an updated website. Her team has also done tremendous work in documenting personas and customer journey mapping for all customer segments and has created advanced marketing automation systems to drive business results.
In a recommendation letter, her team wrote, “Emily is a leader who encourages collaboration and creativity,” stating she “has helped shift our Marketing and Communications team’s role from order takers and brochure makers to consultative, strategic partners for our business units.” They added, “she inspires the people around her to be better” and continually “motivates everyone around her to reach higher. She achieves results and shares her successes.”
Visit amaiowa.com/novas for a full list of award recipients.