Silverpop Blog

Can Behavioral Advertising Survive?

By Bill Nussey (@bnussey), on August 6th, 2010

When online banner ad response rates went into a free-fall years ago, some brilliant entrepreneurs responded by creating a new kind of ad network that used third-party cookies to track users. By watching and analyzing Web behavior across a range of sites, these networks could build an anonymous but surprisingly insightful view into the habits [...]

The Consumer Web Privacy Bill

By Bill Nussey (@bnussey), on June 2nd, 2010

As most of you know, a game-changing proposed bill is being circulated up on Capitol Hill that would regulate the online collection, use and disclosure of consumer information for targeted advertising and marketing. If passed, it could rewrite the rules of the Internet.

Just to be clear, the bill does not appear to be aimed at businesses like Silverpop’s. [...]

Email Marketing's Greatest Challenge

By Bill Nussey (@bnussey), on May 18th, 2010

Email has come a long way from its early days as a simple blasting tool that lacked any personalized content or targeting. It since has evolved into a sophisticated marketing discipline recognized for its powerful ability to cultivate lifetime customer relationships and truly fantastic ROI. But despite email’s many advances, it still must operate within [...]

A 60 Percent Click-Through Rate

By Bill Nussey (@bnussey), on December 18th, 2009

Everyone in marketing vehemently agrees that data-driven targeting has the potential to change the world of marketing in the future. Well, a company called Next Jump appears to be doing it today. The firm, which serves as a technology engine to a sizeable network of retailers, analyzes data to draw inferences about what a person [...]

The Next Generation of Campaign Automation

By Bill Nussey (@bnussey), on May 29th, 2009

For marketers, the online world has changed everything. Unlike traditional media such as newspapers and television, which deliver the same message at the same time to everyone, digital media and engagement marketing technologies make it possible to deliver a truly unique message (or stream of messages) to each person, one at a time.

But despite the [...]

Emailers Not Targeted in New FTC Report on Behavioral Advertising

By Bill Nussey (@bnussey), on February 21st, 2009

The U.S. Federal Trade Commission just came out with an important new report outlining its recommendations on how advertisers who use behavioral targeting—the tracking of individual consumers’ online activities in order to deliver targeted advertising tailored to each person’s interests—should regulate their own activities so that the government doesn’t step in and do it for [...]

Email Marketing Gaining Ground in APAC

By Bill Nussey (@bnussey), on July 8th, 2008

Email marketing is fast becoming a key tool for reaching consumers in the Asia Pacific region, according to a survey of more than 1,100 participants conducted in February by Return Path and Epsilon and reported in late June by Australia Web site Inside Retailing Online.

Nearly one in three respondents said they would always respond to [...]

The Six Levels of Content Relevance

By Bill Nussey (@bnussey), on October 9th, 2007

I always like simple but insightful models, so I made a note to share one of the better examples I’ve seen recently. Skip Fidura, who manages OgilvyOne Worldwide’s email marketing department in London, presented at Silverpop’s customer conference in London last week. One of his many good slides included a pyramid with the six levels [...]