Do I need JavaScript tags in my website

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Today’s video will cover the frequently asked question, “do I need JavaScript tags in order to work with ListenLoop?” Frankly, it depends on what you want to accomplish.  Below is a transcript of the video, lightly edited to enhance readability.

The answer is yes, you should add JavaScript (JS) tags to your site if you want to do retargeting. Now as a reminder, retargeting is a scenario where you drop a first party cookie on an individual visitor who has already been to your website and you want to deliver them ads.

A series of ads that are related to content a visitor has previously viewed on your website are very powerful.

Alternatively, you may want to consider “New Targeting.” That type of campaign allows you to target a specific list of accounts and job titles even though those prospects have never been to your website. New Targeting is a powerful way to advertise and support your account-based marketing initiatives. That said, you may want to add JavaScript tags even if you are doing an New Targeting campaign because then you can enable Account Engagement Analytics.  Such analytics track each visitor that comes to your website and associates their behavior to a target account.

Digestible Example

Suppose you want to target Delta Airlines as part of your sales & marketing strategy.  Using ListenLoop’s JS tags, you could identify that a visitor is from Delta.  At minimum, this would enable you to measure engagement from target companies at your website.

If you are able to see a report that has the individual companies you’re interested in, then you can modify your marketing & sales approach.  Suppose you’re targeting Delta Airlines, American Airlines, Southwest Airlines,  and United Airlines.  Using JS tags, you’d see that United is somewhat engaged, Southwest is very engaged, and so on. Consequently, you’d approach those accounts with more or less phone calls and emails. Or perhaps you’d invite them to local events.

Being able to see how different accounts engage with your website, how much time they’re spending, and how many pageviews they are accessing, will allow you to focus your account-based initiatives on those specific accounts. But JS tags also serve another function, such as reporting. Using JS tags, you could see how ad campaigns drove website engagement across the list of accounts that you targeted.

There are different and powerful reasons why you should include ListenLoop’s JavaScript tags on your website – even if you are not pursuing a retargeting campaign.

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Also published on Medium.