Location data, geo-targeting, geofilters. Location-based technology is opening up a world of possibilities — but it’s also complicated, as new capabilities and use cases seem to emerge every day. With the goal of breaking down some of the most important “geo” concepts to provide a better understanding of the basics — and a jumping off point for exploring how far the power of location may take us — we introduce the next installment of our GeoMarketing 101 series: understanding geofencing.

What Is Geofencing?

Geofencing is the practice of using global positioning (GPS) or radio frequency identification (RFID) to define a geographic boundary. Then, once this “virtual barrier” is established, the administrator can set up triggers that send a text message, email alert, or app notification when a mobile device enters (or exits) the specified area. So, businesses can section off a geographic area and communicate with devices within that space — understood. But why do they want to?

Practical Applications Of Geofencing

Geofencing is a way to engage consumers based on hyper-local location, and that can do a lot in terms of triggering immediate sales as well as understanding shopper mindset. For example, a store could erect a simple geo-fence in an area surrounding its physical location. When users pass through, receiving a location-triggered alert or deal makes them considerably more likely to stop in and shop. Alternatively, an auto dealer, for example, could set up a geo-fence aimed at targeting individuals who are leaving a rival dealership after browsing for a vehicle. Hitting them with an offer for zero percent financing on a comparable car model at that moment is more likely to make them come comparison shop — or at least consider an alternative option. Finally, even if a geo-fenced offer or notification doesn’t provoke an immediate visit or sale, it allows a business to know exactly what location a consumer passed through — and where they were when they received the message — which may aid in refining targeting efforts in the future based on what communications were most successful.

What Are Brands (And Vendors) Doing With Geofencing In The Real World?

While a common application of geofencing is mentioned above — alerting customers near a store to an opening, offer, or a sale — today’s uses for the technology are considerably broader. For example, concert and events producer Live Nation has geo-fenced amphitheaters at music events with a product called ShowBook. ShowBook geo-fenced the different tour stops of a musical artist, aggregating and curating all of the fan social media content generated in those locations. This captures a better understanding of what fans enjoy and share at events — as well as potentially providing brands with a better way to join in on real-time social chatter. “The beauty of geofencing is that, unlike a hashtag, you’re not asking someone to take an extra step,” Live Nation’s Jeremy Levine told GeoMarketing in 2014. “If you’re literally in that geo-fence, we’re going to capture that and showcase it on ShowBook.” For its part, Elle Magazine teamed up in 2015 with Swirl, ShopAdvisor, And RetailMeNot for a combined beacon and geofencing program. Proximity specialist Gimbal handled the geofencing aspects of the program, a spokesperson for that company told GeoMarketing. Opted-in users of the RetailMeNot mobile app received “exclusive location-triggered content and offers” when they shopped at participating stores — and the content tied back to Elle and its online and offline properties. And while these are examples of major enterprises using the technology, there are plenty of smaller scale options for local businesses, from sectioning off areas around their stores to geofencing a local event. Simpli.Fi’s self-serve geo-fencing tool is one example. “Simpli.fi’s geofencing capability is aimed at advertisers who want to customize their audiences to local needs,” Simpli.Fi’s Frost Prioleau said in an email interview. “By combining the precision of GPS-based targeting with the scale of programmatic advertising, Simpli.fi is able to increase the performance of mobile campaigns for both SMB and national advertisers.” With a variety of these types of tools springing up, local retailers — and national marketers with diverse local locations — have plenty of options to explore.

Originally posted by Lauryn Chamberlain on GeoMarketing.com

In recent years media planning has fallen victim to absolutism in the form of micro-targeting via digital media. The data can locate precise prospects in the moment they’re ready to buy, the thinking goes, which makes advertising broadly across media a waste of time and money. Last year, two news events spat in the face of this “new normal.” First, the largest and most comprehensive study on ROI and media impact ever fielded, the Advertising Research Foundation’s (ARF) How Advertising Works, concluded that abandoning legacy media (where the committed, predictable reach lives) causes sales to drop. Second, Procter & Gamble CMO Marc Pritchard announced that his brands were stagnating due to targeting too narrowly on Facebook. Other advertisers are coming to similar conclusions. We recently recorded the biggest spike to date in marketer confidence (intention to increase spending) for more traditional, homogeneous media. Specifically, increases of 25 percent for broadcast TV, 26 percent for cable TV and 18 percent for audio/radio—gains of 16, 11 and 19 points, respectively, over a year ago. Tellingly, the spending optimism gap has narrowed significantly since the beginning of the decade. In 2011, there was nearly a 100-point difference in net “plan to spend” optimism between the highest and lowest media. Last year, this difference compressed to only 42 points. Why? Advertisers are awakening from the big digital hyper-targeting party to remember three sustaining realities of media. It takes big reach to make big sales. The bigger the brand, the more customers, shopping visits and purchases it needs to stay in business, let alone expand. The biggest staple products need to reach tens of millions of real people (read: not bots) every week to set that equation in motion, and they need to do it predictably. There’s a natural momentum for audiences that have something in common. The finer you target audiences online, the more places they come from—like a patchwork quilt of the ideal consumer. Beyond the sum of characteristics captured in a data profile, there’s nothing to connect one to the others repeatedly and reliably. With established media like radio and TV programs that air on a schedule, a regular audience builds. And, thanks to social media, builds on itself, using what the characters did or what the DJs and TV hosts said as the rallying point. Media won’t work in isolation. Audiences don’t draw the divides that advertisers do. People just attend, listen, read and watch what they like. And today, they’re merging media in the moment more than ever before. The real power is in the intersection, whether that’s the growing connection between TV programs and social media or the awareness lift that ads in multiple media give each other—as evidenced by TV and Twitter increasingly promoting their interdependence and Nielsen studies showing that radio ads lift awareness of a brand’s TV ads substantially. The more roads you drive into the consumer’s mind, the bigger your presence there. “AM/FM radio’s daytime presence is definitely getting more attention,” says Pierre Bouvard, chief insights officer at Cumulus Media, which operates the Westwood One radio network. “Advertisers now tell us they want to reach the greatest number of in-the-market consumers on the go.” So what’s a marketer to do? Leave the hyper-targeting party and return to the media mix. For its part, the ARF, arguably a media-neutral authority, recommends three “smart-spending action steps” for advertisers. First, invest in multiple platforms rather than shifting dollars from platform to platform. Second, spend smart by adding back traditional media to your digital investments to maximize ROI. Third, spend to reach millennials on traditional and new media—not just mobile. ARF took the average of category verticals and recommended an optimized mix for a $15 million advertiser: 78 percent traditional and 22 percent digital for people 18 and older, and 71 percent traditional and 29 percent digital for people 18-34. Just because you can doesn’t mean you should, in data and targeting. However you slice it, there’s a predictable unpredictability in hyper precision. It’s impractical to identify and connect individually with all of the people who are in the market for a product at any given moment in time. The surer route is to reach the most customers possible. That means building the bedrock of a media plan on channels with reliable mass.

Originally posted by Andy Sippel on AdWeek

Central States Media (CSM) recently received 3 American Advertising Awards (ADDY’s) for its work with a number of partners. Gold Awards were presented to CSM for the design and development of the Great Lakes Boat Building School website, www.glbbs.org, and the design, development and deployment of the “12 Days of Christmas” email campaign for Senara Health and Healing Center & Spa. A Silver Award was presented to Central States Media for their creative work in the development of Bradley University’s Men’s Basketball Poster and Ticket Book.
These three projects will be submitted to the ADDY’s district competition to compete for national recognition.
“We are honored our work has been recognized by the American Advertising Federation. We attribute this success to the strong partnership we have with our clients which allows us to provide them with creative marketing communications,” says Ann Johnston, President, Central States Media.
Sponsored by the Peoria Ad Club, the local awards recognize creative excellence in advertising and design of promotional materials. The awards were announced during the annual American Advertising Awards Gala held February 16, 2017 at the PAR A DICE Hotel in East Peoria.
Conducted annually by the American Advertising Federation (AAF), the American Advertising Awards are the advertising industry’s largest and most representative competition. The local American Advertising Awards is the first of a three-tiered national competition. Concurrently across the country, local entrants vie for recognition as the very best in their markets. At the second tier, local winners compete against other winners in one of 14 district competitions. District winners are then forwarded to the third tier, the national American Advertising Awards competition.

CSM Takeaway: As with any medium, it’s important to understand how people are using video and what they’re looking for.

As the digital landscape shifts toward video, more content companies are making major investments in the platform in an effort to woo advertisers. But in order to create successful video content, it’s more important than ever to understand how consumers view and interact with it. To help both creators and advertisers make the most of their video dollars, Accenture Interactive surveyed more than 1,000 consumers about their content preferences, habits and attitudes. In addition to reinforcing the oft-stated line that “content is king,” noted Accenture Interactive head of global digital content Donna Tuths, the survey found that video advertising is still viewed as invasive. So how do marketers overcome that? “This study proves that it all hinges on quality,” said Tuths. “That component alone will trump whether the content is branded or not.”

Originally posted by Carrie Cummings on AdWeek

CSM Takeaway: Email and social media marketing should be used to complement each other rather than compete with each other.

Social media has firmly cemented its place as a vital marketing tool and has evolved to be much more than just a platform for posting photos and sharing life updates. At the same time, email marketing has grown more important to marketers and has the highest return on investment of any channel. Both email marketing and social media have their strengths and benefits, and marketers need to focus on how to make the two work together rather than prioritizing one over the other.

Email vs. social media

There are more than 2.6 billion email users worldwide, almost twice the number of daily active Twitter and Facebook users combined. This presents an opportunity for marketers to increase traffic and revenue through a platform many users already have and are familiar with. In fact, email is almost 40 times more effective at acquiring new customers than Facebook and Twitter.

The biggest difference between sending an email versus a social post is that subscribers can only engage with your email if it makes it to their inbox, whereas you hope to send a tweet or post an update during an optimized window of time for maximum exposure. But even in the most cluttered inbox, the email itself has a longer shelf life than any instantaneous social post.

Leveraging social media

When it does come to social media platforms, marketers should think of them as creative outlets — and as an opportunity to provide fresh, fun messages in an easily digestible manner for their customers and target audiences, not to replace email marketing.

Remember MySpace? That platform is proof that even our favorite social media networks today can end up irrelevant in a few years.

But while social media has experienced its ups and downs, it’s undeniable that it’s a revolutionary and modern marketing tool. And even better, it’s easy to integrate into email.

Use your social media platforms as a way to promote email content and link to your social profiles within your email.

Additionally, social channels are great for communicating with customers and target audiences quickly, and email allows for and fosters greater longevity of the relationship that was built on the social platform. Marketers can use social media to get in front of a potentially wide and targeted audience actively looking to discover interesting content and ideas. And from there, they can use email to communicate directly with the people who are interested and have opted in to receive more content.

Focus on both

Focusing on two separate marketing tools can be difficult, but email marketing and social media go hand in hand.

Additionally, both social and email are affordable marketing strategies that produce high engagement and conversion rates.

Marketers should spend time developing strategies that play off both email and social to reap the combined benefits. Marketers can do this by cross-promoting key messages and top-performing content across all channels, social and email, to increase followers, subscribers and grow your brand.

Marketers need to balance the focus between email marketing and social media and use both marketing tools to complement, not compete with, each other. When that balance is achieved, you can maximize the effectiveness of your entire marketing program.

Originally posted by Scott Heimes on MarketingLand

You probably already know, or at least have heard, about the growing importance of digital media (such as search, display, and social media). Unfortunately, many people think that investing in online means leaving the tried and true methods of traditional media (like radio, TV, billboards, and print) behind. Using a combination of both digital and traditional techniques is the most effective method of marketing and is far more useful than using either on its own.

Traditional marketing tactics all have proven high success rates. Digital media can provide a company with maximum exposure and more customer interaction. When combined, the benefits of both plans help compensate for each other’s weaknesses. While newer methods do work well, it’s dangerous to let them completely replace traditional ones since each technique appeals to different people and audiences. Combining online and traditional is a great way to reach your potential customers.

For example, television and print ads are helpful in spreading information and can also incorporate a message to look for more information on a website (a ‘call to action’ of sorts). Coca-Cola is an example of a company who has done a great job of incorporating online with traditional. Their “Share a Coke” campaign allowed customers to find their names and names of friends on bottle labels (a more traditional method). These labels included hashtags, encouraging customers to share pictures and tag friends on social media (an online method). Coca-Cola was able to actively engage customers through this strategy, which combined aspects of both traditional and digital.

Additionally, using both traditional and digital marketing methods allows your message to be spread across many different channels. Depending on the target audience, some techniques may work better than others. McDonalds uses multiple channels to their advantage, utilizing billboard and print ads to attract the attention of potential customers, but also having a strong online presence. This allows them to reach customers they may not have if they had stuck to only one channel.

Traditional media is a highly effective way to reach a broad consumer base, but digital media is a good way to reach a specific audience. Digital marketing is also used to build more relevant consumer relationships. Anthropologie, a popular women’s clothing company, sends monthly catalogs (throughout which they point back to the website). They have a successful and engaging Instagram page and announce sales and promotions on this page (which also includes recipes, DIYs, and other fun things – many of which incorporate their products). Their integration of digital media allows their audience to get more personally involved, but they also incorporate traditional media with the catalogs.

These are just a few examples that traditional and digital media can work together to strengthen your marketing plan. If you don’t use both types, you may not be reaching all of your potential customers. In order to maximize your impact, it is crucial that you utilize both traditional and digital.

Google has quite successfully pivoted toward mobile over the past few years. And while more searches now happen on mobile devices, it has been hotly debated whether search plays as central a role for mobile consumers as it does for desktop users. Earlier this week, Google released survey data that assert search has indeed become a primary resource for smartphone owners. In addition, it’s the most frequently used shopping tool for mobile consumers, according to the findings. Earlier this year, Google polled 1,000 smartphone users “several times a day for a week” (throughout the day) to understand their mobile shopping behaviors. The company says it collected more than 14,000 responses in the process. Here’s the major finding: “Not only is search the most used [mobile] resource, it’s the resource 87 percent of people turn to first.”

screen-shot-2016-09-15-at-8-00-56-am-768×553 According to the survey, 70 percent of in-store buyers used their mobile devices for research before purchase. In particular, mobile search usage lead to transactions: “92 percent of those who searched on their phone made a related purchase.” The actions that “most commonly preceded a purchase” (among a range of categories) were “used a search engine” and “visited a store location” in equal measure. Google also made the point that mobile devices are used throughout the purchase cycle — not just immediately before purchase — and often for what might be described as “top of funnel” behavior: While search has long been useful to help with quick tasks like looking up a dinner recipe, it’s also widely used to make progress on long-term projects. In fact, 68 percent of people used search to help with things they want to address at some point in the future, the highest of any other online or offline source. And those searches for future needs largely happen on mobile with 97 percent of people searching on a mobile phone to do so. Recently released data from Thrive Analytics reinforce this point and show that mobile devices are widely used for general research early in the purchase process. Searching for “general information” while “at home” was the most common use case for mobile devices in the Thrive study. I don’t question the veracity of the findings. However, I do believe that this research carries an “agenda.” Google is by implication trying to combat the widespread perception that social is the dominant mobile use case and that search is a kind of secondary tool — at least when it comes to shopping.

Originally posted by Greg Sterling on SearchEngineLand

It’s easy to fall down the rabbit hole when using social media for your business. It can be a truly counter-productive use of time if you don’t have clear goals in mind. I am not talking about goals as it relates to likes, followers and sales. Likes don’t pay your mortgage! I am talking about a strategic approach to social media to help you meet your business objectives.

G — Get Clear on Your Business Model

It’s not uncommon for people to approach social media without any clarity on what their business is about. They put the cart before the horse and then wonder why they are not pulling in any results. Take some time and get clear on your business model by answering these four questions: 1.) How do you make money? 2.) What are your sales goals? 3.) How do people buy your product or service? 4.) What is your brand and company culture? Once you figure those pieces out, your marketing approach (social media or otherwise) will be much easier to tackle because your business model is supposed to drive all of your marketing activity.

O — Own Your Content Creation and Curation

Content is how people find you. People type words into Google to search for their needs and when those words align with the content on your website, it leads them to you. Content serves to attract people to you and should give them a reason to continue to consume the content you share — both on your website and on your social media channels. Every business owner needs to be responsible for the content they create. Whether you write or you integrate video or audio, you need to take ownership for creating content if you expect online marketing to drive traffic to your place of business. Without compelling and useful content, it will be difficult to market your business through social media. This does not have to be overly complicated either, I use a 2-step content creation strategy in my own business.

A — Audience Attraction

When you know who your audience is, you can create content to serve them. When you don’t know who your audience is, you will struggle to come up with content that resonates.
When I spoke at Social Media Camp in 2015, I felt a little intimidated by the incredible list of speakers. I wondered if my message was “good enough.” Then, I had an epiphany — my keynote wasn’t for the other speakers, it was for the audience. I didn’t need to create content for the other speakers, I needed to create content for the audience attending Social Media Camp.
Create content that serves and helps your audience. If you’re not clear on who this is and what their needs are, it’s incredibly hard to do. When you know your audience, you can easily attract them because you get who they are, what challenges they face, and – most importantly – how to solve their pain points.

L — Leverage Social Media Data

People share openly on sites like Facebook, LinkedIn, Twitter and Instagram. When you read someone’s bio, and their social media newsfeed, you can quickly get a feel for who they are and what their needs might be. These platforms provide you with a space to share your content organically and attract an audience without spending marketing dollars. Or, you can take advantage of paid advertising options to reach a deeper, more targeted segment of people but, as I mentioned earlier, you first need to know who they are. Using the ad tools offered on all the social media networks will generally allow you to target your ad dollars more directly. Facebook, for example, lets you dive deep on demographics, locations, interests, and even other people’s audiences as well as your own.

S — Show up and Serve…the Sales Will Follow

If you want social media to work, you need to do the work. That means showing up, sharing and engaging in conversations with others. If you don’t show up and engage with others regularly, the community will forget who you are and you will miss opportunities. One of the worst things you can do is start a social media presence and then abandon it. This can be more damaging than not having a social media presence at all. Recently, I tried to do business with someone new. I sent them a message via their Facebook page and it took them over a week to respond. Between the time I reached out and when they responded, someone else helped solve my problem. This business owner lost a quick and easy sale and a whole lot of potential future business because they didn’t show up and monitor their customer inquiries. Don’t let that be you. Show up regularly and build relationships.

Know Your Social Media GOALS

Take a look at your own social media efforts and compare it to the five pieces I shared above. Plus, ask yourself the following questions: 1. Where can I improve my online presence? 2. How might I be able to increase my engagement in a way that feels natural and effortless?

Originally posted by Lisa Larter on The Huffington Post

Have you ever wondered about the difference between boosting a post on Facebook and running a News Feed ad? Is boosting your post the same as a News Feed ad on Facebook? Is a boosted post part of Facebook advertising? It can be confusing to understand how these types of Facebook ads work, so let us walk through some key differences between Facebook News Feed ads and boosted Facebook posts to help you determine which is best for meeting your marketing goals.

Facebook Ad Formats

First, it’s important to understand that Facebook offers a variety of ad formats and solutions today, from right-rail ads to desktop and mobile News Feed ads. And, there can be a lot of variations to these ad formats and capabilities depending on how you set up each campaign. Now, let’s take a deeper look at Facebook News Feed Ads and what are often called “Boosted” or “Promoted Posts.”

Facebook News Feed Ads

Facebook News Feed ads allow you to run a targeted campaign to meet a specific goal with ads that show up in the desktop and/or mobile News Feed of targeted users, depending on your goals. Goals can include:

– Page Post Engagement
– Page Likes
– Website Clicks
– Website Conversions
– App Installs
– Event Responses
– Video Views
– And More

Once you choose your goal, you can begin setting up your campaign, which includes selecting advanced targeting options like age, gender, hobbies, location, and more. After determining your audience, you add your budget, creative (the image or video you want people to see), and messaging. With certain campaign types, you can entice users to take action directly from your ad by including a call to action button. Depending on your goals, there are different call to action buttons to choose from, like Get Directions, Book Now, and more. Facebook News Feed ads can take on many formats depending on the goal and campaign type, but they have in common the fact that these ads show up in the Facebook News Feed and are identified as sponsored content.

Boosted Facebook Posts

Boosted Facebook posts are a type of Facebook News Feed ad that takes content in the form of a Facebook page post and amplifies it to a specific audience via Facebook’s News Feed advertising platform in order to target or increase visibility and boost post engagement. Facebook gives you the option to boost status updates, photos, videos, and offers from your business page, so they will appear higher in the News Feed of your target audience, which helps more people see your post until your budget runs out. Boosted posts appear as “Sponsored” posts in the News Feed and can appear on Instagram. Many Facebook page owners are familiar with this type of advertising because they are often prompted to boost well-performing content by Facebook while they are logged in as a user. You can select to boost a post directly from your page on posts that have the blue “Boost” button, and you can also select to boost a post from Facebook’s Ad Manager, which offers some deeper targeting and campaign capabilities.

Reaching Your Online Marketing Goals

So, which tactic is better for your online marketing? Boosting a post is a great way to ensure your posts are shown to more users, and it can be used to effectively grow brand awareness and even to drive page likes, since boosted posts also show your page’s like button to users in their News Feed. Boosted posts are optimized to drive more engagement (like likes, comments, and shares) on your content, so if that’s an important part of your Facebook strategy, they can be a great fit. However, boosted posts don’t offer advanced call to action capabilities such as showing a map of your business or getting a user to fill out a form. So, other types of Facebook News Feed ads are a great option if you have specific goals outside of post engagement that you want your advertising to accomplish. Other types of Facebook News Feed ads provide specific and customizable calls to action, and campaigns are optimized and tailored to help you reach specific marketing goals. For many businesses, using a combination of Facebook News Feed ads and boosted posts can be a good way to get the best of both worlds: more visibility and engagement on their Facebook content as well as driving users to take important actions to drive traffic and sales to their website and stores. With Facebook’s robust advertising capabilities, you can harness the power of this popular social media site, and you can even run multiple campaigns simultaneously to help you reach a range of online marketing goals. By Stephanie Heitman (ReachLocal)

Generally speaking web analytics programs such as Google Analytics report different numbers than ad servers. This discrepancy is caused by several factors:

1 – Visitor browser preferences: Visitors must have JavaScript, images, and cookies enabled in their browsers in order for Google Analytics to report their visit.

2 – Tracking methods: There are two main methods of tracking activity: cookie-based and IP + User Agent. Google Analytics is a cookie-based analytics program. As such, it relies on a browser setting the cookie. If cookies are disabled, this type of program will not count the visit. This would exclude, for example, hits from a robot or spider. Ad servers use IP + User Agent tracking. This tracking method typically uses log file analysis. This may report higher numbers than reported by cookie-based tracking because of dynamically assigned IP addresses and spider and robot visits.

3 – 1st party vs. 3rd party cookies: Even among cookie-based tracking solutions, there is a difference between 1st party and 3rd party cookies. Because 3rd party cookies are set by a source other than the website being visited, they’re often blocked by browsers and security software. Google Analytics uses 1st party cookies.

4 – Reporting Limits: Google Analytics limits a site visit per user to one time every 30 minutes. Ad servers, by comparison, would not filter such behavior, but would recognize the fact that it is a unique visitor (using a cookie) coming to the page more than once. So impressions would be counted separately from unique impressions. Google would simply filter the multiple impressions out and give the unique impression.

5 – Comparing Apples to Oranges – Clicks vs. Visits: There is an important distinction between clicks recorded by the ad server and the visits recorded by Google Analytics. The clicks column in a campaign report refers to how many time the advertisement was clicked by visitors while visits in a Google report indicates the number of unique sessions initiated by visitors. A visitor may click an ad multiple times. When one person clicks on one advertisement multiple times in the same session, the ad server will record multiple clicks while Google Analytics recognizes the separate page views as one visit. This is a common behavior among visitors engaging in comparison shopping. A user may click on an ad, and then later, during a different session, return directly to the site through a bookmark. The referral information from the original visit will be retained in this case, so the one click will result in multiple visits.

6 – Partial Page Load: A visitor may click on an advertisement, but prevent the page from fully loading by navigating to another page or by pressing their browser’s Stop button. In this case, Google Analytics’ tracking code is unable to execute and send tracking data to the Google servers. However, the ad servers will still register a click.

7 – Other Reasons Causing Discrepancies between Google Analytics and the Ad Server:

– 3rd party images: Some browsers give users the option to disable images that are requested from domains other than the current page. Disabling such images will prevent data from being sent to Google Analytics.
– Filters/settings: Many web analytics solutions provide data filters. Differences in the way that filters are applied, or creating different filtering altogether, can drastically affect the data in your reports.
– Time zone differences: If your web analytics solutions group data using different time zones, your daily or hourly data will be affected.
– Caching: Google Analytics directly calls Google’s servers each time a page is visited, even if the page has been cached. Other analytics solutions may not record an additional visit if the page is pulled from a user’s or server’s cache.