Marketing: On Assignment

(door closing) (loud clap) - So. These days, online marketing has become, I don't know, the standard. At least, coming from the outside. I mean, the internet has, like, what, like-- (clattering) According to a 2015 study, more than three billion people are now using the internet. Internet marketing is crucial. Even when I Googled that statistic, an ad pops up, right here at the top. They happen before videos on YouTube, even on social media like Twitter, I probably shouldn't have zoomed out, there are ads there. But that brings up a pretty good question.

Where are they coming from? See, there are these things called... Cookies. Which is essentially like a small piece of code that carries information on the user, on the sites they've been visiting, and any time someone visits a website, these cookies are saved. For example, whenever a user visits a retail site like Amazon, for example, cookies are generated, and these cookies remember the things you were looking for at retail sites, such as Amazon. A user's browser can send this information about what they're looking for to third-party advertising networks, and the information is stored in browser cookies.

And if the user clicks on a site from that advertising network, ads that are related to the things they were searching for on the previous sites will pop up there as well. And by doing this, it, one, lets advertisers promote to people who actually want their products. And it lets consumers look at things that they might actually be interested in, because we know they've looked at it before. Like, if I'm going to be marketed to as a college student, I wanna be marketed college student things. And with online ads that use cookies, I'm a lot more prone to look at ads that are more targeted towards me. So, to essentially sum it all up, whenever a person goes online and search for specific things like on retail sites or on Google searches, it creates these things called cookies.

And these cookies save the information from what they were searching, so when they go to different websites, people who specifically were looking for certain items like what was stored in the cookies can have those types of items advertised to them, which is super helpful because we get to promote to demographics who actually want our product, giving marketers the ability to find their specific audience, and be more effective with their ad campaigns. Oop! (whoosh) All right, thanks for watching! So if you want a more in-depth dive on this topic, I highly suggest checking out Matt Bailey. He has a great course on creating an integrated online marketing plan, and he covers retargeting in that course.

Also, check out the course 'Building Your Marketing Technology Stack' by Dave Booth. This is a great course that goes into depth on marketing tech and using things like cookies to create personalized experiences online. Once again, thanks for watching.