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Behavioral Ad Targeting
As the most-talked-about means of targeting online
advertising, behavioral targeting segments the audience based on
observed and measured information. Whether behavioral
targeting is done on a single site, a large portal or across an ad
network, the behavior that publishers, advertisers and providers
typically identify includes what pages or sites a user visits, what
content is viewed and what subjects are searched for.These data
are combined with the time, length and frequency of visits.
Behavioral information can also be merged with visitor data -
such as age, gender and ZIP code - derived from site registration
or Web publisher surveys to assign individuals to target groups
even more accurately.
As Jeff Hirsch, the chief revenue officer at Revenue Science,
told eMarketer, "Behavior is anything that indicates interest. It’s
profile targeting."
The Holy Grail for online ad targeting is a combination of the
behavioral technique on top of other methods, especially search.
At this point, however, the combination of behavioral and searchkeyword
segmentation is still more or less in the testing stage.
When it does arrive, the combination will be popular: 55% of
search engine advertisers would pay a premium of 11% or more
for behavioral projections to help target paid search advertising,
according to the Search Engine Marketing Professional
Organization’s "State of Search Engine Marketing 2006" report.
from Behavioral Targeting: Advertising Gets Personal (EM-2285)
SMS Marketing
Receiving an SMS message is a more intrusive event than receiving an email or a piece
of paper direct mail, with consumers feeling that the phone demands their instant
attention. This means that for most consumers, SMS marketing will only be trusted
when the message delivered has this kind of importance. An example where there are
compelling benefits is British Airways’ decision, announced in December 2005, to use
SMS marketing to keep consumers updated on services and flights. Notifying delays or
cancellations promptly via SMS will create goodwill (or at least, minimize annoyance)
among BA passengers.
However, this will not always be the case: it is hard to envisage consumers feeling the
same feelings of goodwill if they receive a message informing them of a new, sharper
razor. This has been exacerbated by the efforts of unscrupulous marketers in the early
days of SMS messaging, illegally sending bulk messages. According to a survey
carried out in 2005 by Textalert, customers’ biggest concern when signing up to a textalert
service is the fear of such mobile ‘spam’ messages. Getting around this consumer
prejudice may involve special offers (with the text message on the consumer’s phone
serving as a discount coupon), or notification of important and time-sensitive events
(such as music or sports tickets going on sale). Even in these cases, mass marketing
through basic text messages is not flexible enough to be more than a curiosity.
from Future Online Strategies and Technologies: Creating Value, Improving Communications and Driving Online Business in the Verticals (RB-0094)
Creative Business-to-Business Technology Marketing
A good campaign achieves the corporate vision,
and exceeds the expectations determined by the
campaign objectives within the limits of the
allocated budget. Each one highlighted in this
report has excelled with regards to this. A well
performing campaign should also serve to
differentiate the brand from its competitors in
order to create a competitive advantage. It
begins by defining the purpose of the campaign,
brainstorming for ideas with the assistance of as
many people as possible from the creative
person to the receptionist, whether the campaign
is to be executed in-house or with the help of
partners and external agencies. Three of the
featured campaigns used agencies, one was
completely executed in-house, and two others
were firstly developed in-house before
outsourcing some responsibility to external
agencies, including new and existing partners.
To a degree though, in spite of some different
methodologies and approaches being often
employed, whether an agency is involved in
creating the campaign strategy or the campaign
is developed in-house, the process of campaign
development is either very similar or no
different. A top-down methodology is, for
example, quite logical. It enables the alignment
of corporate and campaign objectives to maximise value. Be aware that there are some
agencies that will gladly provide you with a newly
branded logo, which has no strategic substance
behind it, and then off you go lad! This approach
may be fine in certain circumstances, but it won’t
necessarily solve anything or deliver long-term
strategic value. The top-down approach on the
other hand covers all of the bases: corporate
vision and strategy, right down to marketing, and
the tactical design and delivery of the campaign.
from Creative B2B Marketing Campaigns (BL-5554)
Customer Reference Programs
Having meaningful metrics that clearly demonstrate the value of a customer reference program has never
been more critical - both for a program’s short-term success and as a tool for capturing program resources and building credibility.
Ironically, though, many CRP teams report that they are being measured tactically, such as by how many
success stories are written. In our experience, tactical metrics have little value in clearly demonstrating the value of a customer reference program.
We identified two types of metrics in use at companies participating in the 2006 Customer reference Program Benchmarking Study. The first, used most often due to reporting ease, measures countable,
tangible facts such as the number of success stories, case studies or customers in a program. We call this type "performance metrics."
The second type, "business impact metrics," has a deeper strategic value to the company, especially to the C-suite. Business impact metrics capture the impact of a reference program on an organization; they come in flavors such as sales acceleration, and win/loss analyses and feedback.
from Customer Reference Program Benchmarking Study - 2006 Edition Return on Reference: How Customer Reference Programs Are Maximizing ROI Companywide (PH-2003)
Online advertising in Europe
Furthermore, as the market shifts from primarily direct
response - surely an Internet strength, as exemplified by paid
search - to increased branding objectives, online ad formats
as video will become more sought after. Among the three sectors
surveyed by Enders Analysis for the European Interactive
Advertising Association (EIAA), branding is the sole strategy
entertainment segment, while direct response still holds great
sway for the automobile industry.
Finally, when viewing the European market, a major consideration
is which European market. On the one hand, the "EU has been
trying for years to create a larger, more integrated market by
eliminating obstacles preventing free movement of labor, goods
and services across its internal borders," reported The Wall Street
Journal. But on the other hand, the "best-known firms in Germany,
the United Kingdom and France are largely homegrown, reflecting
Europe’s still-fragmented local markets.
from European Online Advertising: Spending Trends and the Target Audience (EM-2221)
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