Direct messaging firm Dotomi, a leader in online customer retention for permission-based messaging between marketers and consumers, and customized direct response network BlueLithium Inc. announced that BlueLithium will incorporate Dotomi Direct Messaging in its publisher sites.
Dotomi Direct Messaging allows marketers to deliver personal and data-driven messages within the ad banner space on publisher sites in the Dotomi network. With BlueLithium’s customized direct response network, Dotomi can send personal and targeted messages to consumers utilizing BlueLithium’s ad serving technology.
BlueLithium’s network extends to more than 1,000 Web sites and reaches more than two-thirds of Internet users. The network serves more than four billion impressions per month and served 70.3 million unique users during the month of October.
John Fedderman, CEO of Dotomi, noted the agreement with BlueLithium comes out of the recognition that consumers want and must have more relevancy even via online banner ads. “With ad relevant banners, we can use the power of the consumer and the marketer to have a meaningful exchange. Consumers want to drive their Web experience more than ever. That even means choosing their sponsors for their “Web” experience.”
Fedderman stated that Dotomi is different from behavioral target marketing in that it works on “retention” as opposed to finding a group of people with commonalities and then acquiring them as customers. “We work on retention. We say, ‘Wouldn’t it be better for the consumer to see what they wanted across the ad banner space?’ Not just a bunch of filler, pop-ups and intrusive experience. We find that focusing on ‘what would be better for the consumer‘ empowers us to give relevancy to each consumer.”
How important is relevancy in ads? Fedderman says it’s of utmost importance because consumers want ads to be “true and relevant. Not only must they be true, but personally relevant to that specific customer. Our service is very trust-based, we only do it with permission, the consumer has to raise their hand to get marketed to and you only get the messages from your own ‘buddy’ list of marketers.”
With the combined benefits of Dotomi Direct Messaging and BlueLithum’s network, consumers get timely and relevant marketer messages while surfing the Web. Direct Messages contain customer-specific information based on a consumer’s self-expressed interests delivered only by chosen marketers. Because Direct Messaging is opt-in and relevant to individual consumers, the value of each banner increases, allowing marketers to build relationships and boost customer loyalty through online real estate. By working with BlueLithium, Dotomi intends to extend this customer commitment to millions of new online consumers.
“Dotomi and BlueLithium believe in the common interests of online advertisers, publishers and consumers,” said Gurbaksh Chahal, CEO of BlueLithium. “We are committed to improving the experience for consumers online by working with partners such as Dotomi who share our values. Direct Messaging allows us to expand our ability to deliver advertising that is always timely, accurate and relevant, with the goal of enhancing the value of advertisers’ real estate. At the same time, we are able to help publishers make the most value of their online properties by serving ads that generate a positive response from online consumers.”