You know, I’m a big believer that the most important thing we do is deliver work that creates measurable results for our clients.  That’s why we do this...to drive our clients towards their business goals. But when we are able to create that kind of positive impact AND be recognized by the industry for our creative achievements, well, that’s even better!

I am once again thrilled to be a part of this great company, a company that was just named one of the best places to work in Atlanta.  From Emmy nominations to Clio finalists and Webby awards, we love to share this news with our clients.  Creating great work, award-winning work, is our mantra here.  Don’t believe me?  Just take a look at this list for awards coming up over the next 30 days:

• 2 Daytime Emmy® Award nominations for Sesame Street

• Clio Award finalist for Coca-Cola’s “Happiness Truck” campaign

• 2 Webby Awards
  • “Best in Show” for Online Commercial for Coca-Cola’s “Happiness Machine”
  • “People’s Choice” for Online Commercial for Coca-Cola’s “Happiness Machine”

• National round of the ADDY® Awards for Coca-Cola’s “Happiness Machine” (after already winning a Gold and “Best in Show” ADDY® in the Atlanta competition and another Gold ADDY® at the District 7 gala earlier this year).

• 4 Promax BDA awards
  • David Foster Inspiration - Art Direction & Design: Special Events Promo - General Entertainment
  • Coca-Cola Happiness Machine - :30 - On-Air Commercial Advertisement
  • Definition 6 Journey - Self Promotion/Show Reel/Company Image
  • Spike Re-Brand Pitch - Salon de Refus

• 3 American Business Awards (Stevie Awards):
  • Coca-Cola’s “Where Will Happiness Strike Next” Campaign: Marketing Campaign of the Year – Food & Beverage
  • Mitsubishi Electric Website: Web Site or Blog Awards Categories: Manufacturing
  • Bliss Flooring Website: Web Site or Blog Awards Categories: Consumer Products – Durables

• 2 Telly Awards
  • Coca-Cola "Happiness Truck" Silver Telly
  • Coca-Cola "Happiness Truck" People's Choice Telly Bronze

It’s so exciting to see so many components of what we do for so many clients recognized.  Definition 6 is fortunate to work with such great, collaborative clients that partner with us to create great work together.  Win or lose, we truly appreciate the recognition from our colleagues and peers. 

 I’m just back from spending a week in L.A. for the 2011 Spring Digital Hollywood Conference…my first time attending the show.   So many panels, fascinating people, and great topics of conversation.  The biggest crisis that seems to be facing this industry is one of identity…when I can get content anywhere on any device any time I want it, can I still say I am in the TV business? 

Having been raised on the digital side of this equation, I found it fascinating to see what an internal struggle this issue has become.  In my mind, production of good content continues to be the real source of value.  Good content will usually rise to the top.  Technology has simply increased the number of opportunities to consume that content, as well as the number of opportunities to monetize that content.  It also has introduced measurement into the equation.  Measurement puts pressure on the content providers to prove they are delivering the audience advertisers want and need.  You also hear a lot more about how targeting is so important…why waste advertising dollars on the people who aren’t buying or will never buy your product?  Well, in my opinion, reach still matters because everyone has the opportunity to be an influencer.  Whether or not you buy my products, you can still help influence someone else who does. 

One of the biggest things I took away from the event was a quote from Adam Carolla, who noted following one panelist’s description on the state of the industry, “Do we really need ‘wild, wild west?’ Doesn’t one ‘wild’ really encapsulate everything we want to say?”  The second biggest take-away was a quote from Stan Kurnit of AdKeeper and founder of About.com -  He said, “It’s not that consumers don’t like advertising, they just don’t like how we are doing it.”  With the changes in technology and content distribution, consumers have choice. They have control.  That doesn’t mean they don’t want or even sometimes enjoy advertising…it just means we, as advertisers, need to do a better job at creating ads that add value, that entertain, and that truly inform.  It’s easy to say consumers aren’t impacted by advertising anymore, but that is far from the truth.  They just aren’t impacted by bad advertising anymore.  The expectation has been raised significantly.  There are plenty of interesting examples of companies doing it right now.  But the industry definitely continues to evolve at the intersection of content and context.

Today Coke released the “Happiness Truck”, a new online video that features a Coca-Cola delivery truck delivering doses of happiness in the streets of Rio De Janeiro, Brazil. This video marks the first stop for the “Happiness Truck”, created by Coca-Cola and Definition 6.



The award-winning “Happiness Machine” left over 3million viewers with the question, “Where Will Happiness Strike Next?”. Coca-Cola has since launched more than 25 videos around the globe that took inspiration from the original “Happiness Machine”.  Watch the original piece produced by Definition 6 below.  Also, check out Coke’s Where Will Happiness Strike Next Facebook Hub to see happiness strike all over the world. 

It’s that time of year again. A time for reflection and a time for predictions. On the outside chance you did something this year besides monitor your RSS feed from Defining Insights, we thought this would be a good time to reflect on the top posts of the last 12 months.

For those of you that don’t know, Definition 6 has a very open corporate blogging policy. All of our employees are welcome (and encouraged) to contribute to the blog. With a team that spans many different areas of expertise, we find this is a great approach to keeping our customers and other friends up to date on the latest trends in digital marketing and emerging technology.

It’s also an opportunity for us to share successful approaches to unified marketing, helping you develop and leverage strategies that deepen relationships and improve marketing ROI. Without further adieu, here are the 6 most-read posts of 2010:

#1 “Nike ‘Write the Future’ Ad Breaks Viral Video Record” by Jon Accarrino

It should come as no surprise that the leader of Definition 6’s social media operations published the most-read post of 2010. Before joining Definition 6, Jon launched many of NBC’s first social media initiatives, including the Twitter accounts of many of the Today Show stars you know and love.

Leading up to this year’s World Cup action, Jon had the foresight to write a quick review of Nike’s ‘Write the Future’ ad. As fans took breaks from vuvuzela tooting to search the Web, many stumbled across Jon’s post.

You can read the original post (and watch the video again) here.

#2 “Best Practices for Facebook Pages” by Ashley Reed

Definition 6’s social media team must know a thing or two about producing and sharing content on the Web, because its Atlanta-based social media manager Asheley Reed wrote the second most-read post of 2010, “Best Practices for Facebook Pages.”  Ashley’s post was jam-packed with practical information top brands can use to get more out of their Facebook marketing efforts. If your organization has a Facebook Page (or is thinking about launching one), you may want to check out Ashley’s post here. Of course, you might also find value in here “Why People Like Brands on Facebook” post as well.

#3 “How You Like Me Now?” by Matt Timpson

Matt Timpson gives us a great argument for why companies should open blogging to more employees. Matt doesn’t work in marketing, he’s not a client manager or on the sales team, he works in the engineering department.  But he contributed one of the most-read blog posts of 2010, an in-depth analysis of Kia’s 2010 Super Bowl ad (you know, the one with the Sock-Monkey, Squeak-Monster and the Robot?). With an unassuming title “How You Like Me Now?” (a nod to the music used in the spot), his post climbed the charts. If you are familiar with the commercial, you might find his analysis interesting. It’s hard to believe Super Bowl spots are right around the corner.

#4 “Babes... And Some Other Basic Truths About Re-Connecting With Audiences Online” by Al Leach

Al Leach leads the national strategic communications practice for Definition 6. Needless to say, he has a way with words. While the content of Al’s post is written from the point of view of a veteran communications professional, the lighthearted headline and lead demonstrates a point about capturing attention in a short attention span world. Al’s post presents 4 self-proclaimed “truths” about communicating with audiences today - a great read for any communicator. Read Al’s post here.

#5 “The Gap Logo Fiasco” by Chris Wojda

Work for an iconic brand? Want to generate a lot of buzz this year? Have an intern redesign your logo and swap it out on your website - the blogosphere will go wild and you’ll be top of mind for a couple of weeks (at least). While that’s not exactly how it played out, some suspect Gap’s re-branding efforts from this past summer were a publicity stunt. With ‘serious’ re-brands, you would typically see signs at stores change. In this case, it was really just the logo on Gap’s website. Regardless of what the strategy really was, Gap made a lot of noise with its logo ‘fiasco’ this past summer. One of Definition 6’s leading brand strategists, Chris Wojda, couldn’t resist chiming in with his ‘two cents’ on the whole mess. Read his take on Gap’s logo swap here.

#6 “Unified Marketing: A New Model for a New Era” by Michael Kogon

One of the most significant events for the agency this past year was our own re-branding effort. As most of you know, Definition 6 is now a Unified Marketing Agency. Definition 6 CEO introduced positioning and why we feel so strongly about this model in all that we do. The fact that this post rounded out the top 6 posts of 2010 shows that not only did the message resonate with you, but also that we continue to see coincidences with the number “6” in everything that we do. To get the full scoop on what our Unified Marketing Agency positioning is all about, read Michael’s post here.

Chris Thornton is Chief Marketing Officer of Definition 6 and was recently named “CMO of the Year” by the Technology Association of Georgia’s (TAG) Technology Marketing Association. Chris also serves on the board of the Atlanta Interactive Marketing Association (AiMA). When he’s not blogging, you can find Chris tweeting at @CMORocks.

Well, it's that time of year again...time for all the marekting prognosticators to begin the arduous task for predicting the future.  Who am I to be left out on this annual tradition?  One of the things that I think will be a focus will be the continual evolution of media, specifically how we buy and target using digital media.

eMarketer recently highlighted developments in real-time bidding and audience targeting in its “2011 Trends: Future of Ad Buys” article - one of 11 trends the research firm will highlight in an upcoming report. 



This report only reinforces my belief that we’ll see a significant shift in how marketers target and purchase online ads in 2011 - some opting for leveraging real-time bidding to better target audiences, while others will leverage better data and targeting technologies to serve ads to targets as they move site-to-site.



Several of our clients have successfully leveraged real-time bidding for online ad buys in 2010, helping them to more effectively target audience segments. Real-time bidding will become more mainstream in 2011, changing the way ad networks, publishers and advertisers work.



Real-time bidding makes sense for a few reasons, but most significantly it helps advertisers buy audience instead of inventory. Rather than plan your media spend based on available inventory, you can adjust your budget allocation by bidding on impressions based on the location of the ad or the number of impressions desired (or use tracking cookies for retargeting or other segmentation).



As ad networks continue to evolve, we’re now seeing opportunities to reach audiences by targeting specific demographic groups, serving ads across multiple sites where targets traffic. Essentially, you can target audiences by demographic and have your ads served across multiple sites they may visit.



There is some debate over which approach is more effective, but by leveraging real-time analytics and insight, it’s now possible to maximize campaign performance ongoing.

 It’s exciting to see all the developments in display advertising heading into 2011.

There are more opportunities than ever for advertisers to more accurately (and efficiently) reach their audiences wherever they are.

 To learn more about how you can leverage display advertising and the developments in real-time bidding and targeting to reach your audiences, please contact one of our media subject matter experts.
 

Chris Thornton is Chief Marketing Officer for Definition 6.

As the CMO of a unified marketing agency, I attend a lot of marketing conferences (more than you would believe). You get to a point with marketing conferences where they all start to look the same - and it takes a lot to surprise me. I was surprised twice last week.

First, I attended the best marketing conference I've ever been to... and it was in Indianapolis. Second, it was hosted by a software company. The ExactTarget User Conference, Connections 2010, was an outstanding educational, inspirational and impressive experience. I was blown away.

Then again, it's hard not to be moved when you have conference speakers like Sir Richard Branson. He is an amazing guy. He really believes he cannot fail at anything - and therefore rarely does. He spoke of commercial flights to space NEXT YEAR on Virigin Galactic. 

I mean, I still am impressed I can to the Internet when I am on a plane.  He also gets it.  My favorite quote was “Conversations can change the world, one person at a time, one moment at a time.” Branson has built his success by bringing the right message at the right time to the right people. Which is fascinating, because historically brands have felt consistency and repetition were keys to success. But Virgin’s founder has built a brand based on collective and dimensional experiences.

There were several other fascinating speakers who contributed as well…Andy Sernovitz, author of “Word of Mouth Marketing  was spot on in his thinking when he said, “Advertising is the cost of being boring ” - and that earned media was gained by creating things worth talking about. Jeffrey Hayzlett, former CMO of Kodak, is always entertaining and did great on his panel. 

From an educational standpoint, the guys from ExactTarget did great showing us not only where they are taking the platform as a centralized location to manage the conversation, but also backed it up with some wonderful research on email and social media…reminding us yet again, that social media only increases emails importance vs. kills it. 

I also enjoyed some great insight from Michael Donnelly of The Coca-Cola Company (disclaimer: they're a client). He reminded us of the power of Metcalfe’s Law: “Fans aren’t necessarily there to share with us, fans are there to share with each other.” He also made it evidently clear to one audience member that you should not misquote him on Twitter. 

Overall, Connections 2010 did a great job of really demonstrating this brave new world of marketing…one defined not just by the message, but the intersection of message, context, and persona.  Conversations with your customers are what matter.  Real-time relationships are how you move the bottom line.  Are you ready to change your approach?  Your customers are moving with or without you.  In the immortal words of Richard Branson, “Screw it…let’s just do it.”

Unified marketing is our strategic framework for creating experiences that deepen the emotional connections between brands and people. It sounds easy enough, right? Consumers are a moving target. Brands move fast too. At some point, they interact – you need that experience to be a meaningful one.

Thinking in terms of campaigns is short-sighted. I believe successful brands need to think more in terms of unified experiences – across any interaction a consumer has with your brand, regardless of medium, stage of the relationship or any other factor you can think of.

How can you get into the unified marketing mindset? It all starts with insight. Insight is essential to everything we do with unified marketing strategy development. We believe to truly optimize your marketing, the effort needs to mirror the environment – in this case, always-on and always-evolving.

The art and science of creating brand impact and enduring customer relationships revolve around immersive experiences. Here’s how we approach unified marketing for our clients:

• Find & Define the right target audiences. It’s not just about demographics, but rather about understanding the nuances within your customer base and targeting the right segments of your audience based on behavior and psychographics.  Go after the right audience at the right time with the right message.

• Engage and Connect to create brand engagement through rich experiences that add collective value and resonate with your audiences on an emotional level.

• Build and Maintain customer relationships through the use of brand nurture relationship marketing and social relationship environments and tactics.  It’s about continual and on-going value in an always-on, always-changing world.

• Understand and Optimize for maximum impact. Improve your media mix and strategic messaging by incorporating appropriate testing, analytics, monitoring and intelligence to make more-informed business decisions in real-time.

Unified Marketing Strategic Framework enables us to more effectively plan, execute, and dynamically optimize your marketing initiatives.  It links our marketing strategy and our creative design to our technical planning, development delivery and optimization. Through this approach, we help clients build more meaningful brand experiences that unite brands and people in motion, driving more interaction and transaction.

Learn more about our unified marketing approach in What We Do or see the results of our programs in Our Work. Thanks!

Facebook has become a critical component to the marketing plans for companies, particularly in business-to-consumer segments.  The value companies get from the highly-engaging social network is hard to match through other media.  

Facebook recently decided to change a key component of its advertising platform to increase interactions with brands, by eliminating the “Fan” function and moving to the tried and true “Like” function.  The rationale behind this move is simple: Facebook users use the “Like” function everywhere in the platform, therefore the expectation is that users will be more likely to “Like” a brand because it is more intuitive and familiar.  

The “Like” functionality of ads is powerful because it increases interactions between consumers and brands.  The bad news is this behavior sets out to destroy a lot of the value brands can get from social media.

Let me explain. For starters, we all know marketers face enormous pressure to deliver quantifiable results.  The number of “Likes” or “Fans” is an easy number to throw on a spreadsheet with a whole bunch of other stats to show your boss you’ve done more that play Farmville all week long.  

“We’ve increased the number of people that like our brand by 10.357% this week.  Looks like I’m getting that bonus and retiring toTahiti!”  I think that’s the wrong mindset to encourage.  I do agree that “Becoming a Fan” of a brand seems more committal and that it would be much easier to get numbers up by driving “likes” instead…but do I really want that?  Wouldn’t I rather have access to a group of influential people who really believe in my brand, who truly have brand love and want to shout it out from Mount High?  I think the answer to that is “Yes.”I want to know who my biggest brand advocates are, not just the casual, “Yeah, I like you…you are cool”-type of people.  There are plenty of other ways to find them.  

When it comes to my “Fans,” these are people who really love me.  I want to turn these people into brand ambassadors, enable them, engage them, and encourage them to share their love with their friends.  For the people that simply “Like” me, the opportunity is lower to create that kind of interaction, not to mention I now have completely muddled my group of hardcore fans with casual ones.  The result?  We’re right back to measuring based on size instead of substance.  

So instead of making this change, why can’t Facebook bring back the “dislike” button, so I can “dislike” this change?  I want to know who the real fans are, not just the people who like me today.  Like what I do, but be a fan of the brand I am.  If you like this blog post, please click thumbs up.  

I recently had an opportunity to participate in a webinar about the current trends and thinking around integrated marketing strategy, particularly in the areas of interative marketing.

The digital evolution has completely changed the way companies interact with their customers.  Companies can longer push their agenda to drive business, but must find ways to add value at every single touch point.  How can companies effectively create a unified message across so many disciplines to evolve the way consumers think of their brand?

A good part of my strategic discussion revolved around reinvention of the idea of brand, and what it means to be a marketer for a company in the 21st century. Some specific takeways I think I cover in this presentation include:

1. How to organize and integrate your marketing operation to create a cohesive message
2. How to identify early in the process if you are achieving your goals
3. How to optimize your branding efforts and align them with your sales organization

If you're thinking about integrating your marketing programs, or just looking to improve the performance of your existing integrated marketing programs, perhaps you'll find the presentation relevant to your current discussions.

To view my presentation from the webinar, please click on the presentation below:
Questions or comments about the proposal? Please feel free to reach out to me through Twitter.

And so it begins...

Over the past 15 years we have seen the rise of the digital age.  Well, we’ve seen the rise, fall, and rebirth of digital over that time frame.  Out of the ashes of the dotcom bust came a stronger, smarter marketer.  A marketer that understands the importance of measurement, ROI, brand, and business objective.  Also, out of the ashes came a smarter consumer.  A consumer who suddenly realized they have a voice, and the power to initiate change.  This combination has resulted in interactive marketing going from an afterthought in a CMO’s marketing plan to a focal point.  The web is now the hub of most marketing initiatives.  It is the place where we can create the deepest engagement, measure the most activity, and impact the audience the most by creating true brand experiences and real interaction with the brand. 

So traditional is dead, right?  Wrong.  Traditional mediums continue to be important. I have not thrown my HD flat screen out on the lawn yet.  My IPOD and my radio take turns in my car.  Occasionally, I still even read a magazine.  The real problem for marketers now is this: the interactive medium has gone from the smaller part of the overall mix, to the key driving factor that is the glue that enables a truly integrated experience for the user.  The advertising and marketing world has gone from a push to a pull.  Marketers need agencies who can execute a truly integrated plan by developing real interactive strategy…one message, one brand, many channels, multiple experiences. 
This fact has been the driving force for the recent growth and expansion of Definition 6.  For 13 years, Definition 6 has been creating interactive solutions that deliver measureable results for our clients.  We have taken great strides to build integrated strategies that work with our clients’ entire marketing plans.  And so today we announce the next evolution in Definition 6.

Definition 6 has acquired Creative Bubble  – A New York Based video design, production, and editing firm.  Creative Bubble is an Emmy Award Winning agency working with some of the best and brightest networks in the entertainment field including Nickelodeon, HBO, ESPN, Showtime, and USA Networks just to name a few.  This acquisition means a several things for Definition 6 and our clients...

First, we now have full in-house video production and editing capabilities, from script to screen.  As the lines between digital and traditional continue to blur, content becomes king.  We now have the ability to 100% in-house develop rich video content, coupled with our digital experience, enables us to develop and execute full integrated marketing campaigns that can be distributed across multiple mediums…Definition 6 has the capability to develop across the three screens that really matter: TV, Internet, and Mobile.  We also now have a fully functioning office in New York, the epicenter for the media world.  Again, with our existing strategy, social media, and analytics practices, we can develop more effective campaigns more efficiently that deliver real, quantifiable impact to the businesses of our clients. 

There will certainly be more news in the coming months from Definition 6.  But we are beginning to see the vision we’ve had for years come to fruition and we are very excited.  Marketing Integration.  Technology Innovation.  Building Brands that Matter.  That’s what Definition 6 has set out to do for our clients.  The game is changing everyday…and we can’t wait to see what tomorrow brings.

The easy place to start is by analyzing your current position in the social landscape - and chances are, someone's already talking about you online. Take a look at what's being said, and analyze the impact of those conversations.

You also need to understand your motivation for using social media. Rather than taking an ‘everyone is doing it' approach, you'll need to clearly define your goals and outline what you believe social media will help your organization achieve.  All social tools are not created equal, and some work better than others depending on the desired outcomes and target audiences. There are numerous inexpensive tools that can help you create a launching pad for a social media presence that will, over time, be effective.

I came across a great article yesterday on MarketingSherpa.com which summarized some very practical and useful tips on improving email opt-ins.  Below are 10 low-cost tactics collected from past MarketingSherpa case studies including how to’s on boosting referrals, establishing co-registration barters, optimizing registration pages and using offline channels for email address collection.

Low-cost Tactics for Opt-in Growth

 

1.     Increase incentive for referrals - offer a discount coupon to encourage your customers to recruit new opt-ins to their email newsletter and promotional messages

2.     Highlight relevance in co-registration placement - find relevant partners and present your offer in a compelling way

3.     Create co-branded sweepstakes – recruit partners to share the promotion with their own customers and in exchange, trade opt-in checkboxes on one another’s sites.

4.     Combat email address typos – conduct tests to capture email typos before they reach your database

5.     Test a delayed intercept for opt-ins i.e. test a version of on overlay that appears only after your visitor spends 1+ minute on the site.

6.     Test additional locations for opt-in checkboxes i.e. add them on higher traffic web pages

7.     Test small tweaks of registration form such as offer type, images, required fields, amount of information and submit button copy

8.     Use telesales and customer service reps to collect opt-ins – have your inbound call center representatives ask for email opt-ins during calls

9.     Print an opt-in URL on receipts for POS registrations – let customers enter their own information through a custom URL on a sales receipt

10.   Add change-of-email address form to site - place reminders throughout your site that ask customers to report a change of address.

 

Definition 6 leverages expertise in website integration, managed computer services, design, marketing and consulting to create solutions that help our clients increase revenues and reduce costs to build competetive advantage,

Our SEO/SEM Specialist, Lori Willard comments on a post in SEOmoz blog about mobile search.

I recently came across a blog posting about how to build a mobile site that is SEO friendly. The mobile search landscape is changing rapidly with more and more normal internet users purchasing web capable phones such as the iPhone and the Blackberry. With many business owners are considering building mobile sites for their businesses the question becomes what guidelines should we follow with mobile sites to ensure that we are search engine optimization SEO friendly?
 

How to build a site that does well in mobile search

• Small, lightweight and fast-loading site (< 20kb / page)
• XHTML Mobile 1.0 Doctype
• UTF-8 character encoding
• JPEG / GIF images
• Content including "mobile"
• On-site key word optimization with a focus on short titles, and small amounts of   body copy
• Follow the same best practice SEO search engine optimization rules as you do for standard internet sites.

Visit the SEOmoz blog post for more information on mobile search.

Lori Willard, a Definition 6 SEO Specialist, recently came across an article in Marketing Sherpa that offered a few excellent pointers on optimizing your videos for internet search engine optimization.

Here are a few key points to take away:

• Host an SEO 101 Class for your video production team. Identify the keywords you would like to incorporate and discuss where they can be included.

• Include the term "video" as a modifier in some of your keyword terms. When people search for videos they will typically include the term "video" in their search query.

• Host each video on its own landing page. This gives you the opportunity to add keyword rich META tags in the html along with a unique URL for that page that includes specific terms related to your video. 

• Write compelling titles and descriptions incorporating targeted keywords that add interest to your visitors.

• Add a transcript or summary of your video in text along with the video itself. This is a great way to add additional content to your page and further incorporate your keywords.

• Add an XML video sitemap to your website. Google will allow you to submit a list of URL's that contain your videos, video titles, along with a brief description.

In closing, video files are not only a great way to add another level of engagement to your website, they also can be an integral part of your websites search engine optimization solutions.

Read the complete Marketing Sherpa article here

I've been in the online marketing space for almost a decade now.  I still remember the days of of brochure-ware and when the website was just an afterthought.  Today, the web has become the hub for most marketing efforts.  In the world of online marketing and website development, one area that marketers still fall short is embracing the real power of interactive...the constant exchange of value for action taken by the end user.  This ebb and flow of reward for activity is where the real power of interactive marketing lies.

As an interactive media agency, it becomes critical to not only understand where the target is and how to find them, but to understand the context in which the message will be delivered.  Only then can a real value exchange be created where the user is reward for taking the desired actions.   Search Engine Optimization solutions are the simplest example of this...creating targeted landing pages designed to be more relevant to the end user based on the specific search made.  Web Application Development also needs to take this into consideration...when asking a user to fill out a form of personal, specific information, that user should get a result that is personal and relevant to them.  Each exchange of information should reward the user and open up the possibility of taking another action with even more reward.