In 2007, it became clear that Google, Yahoo, and Microsoft prioritize advertising after they each purchased online advertising companies. The search engine is an advertising platform, generating traffic through the search function. This is the summary of an article by Theo Rhöle, which discusses the mediating role of search engines between user and advertiser. You can get the PDF of the behavioral targeting article here: Desperately seeking the consumer..
The success of online advertising can be attributed to the rapid growth of the number of internet users around the world. To date, over 1 billion people use the internet. Thus, online advertising will continue to grow. The United States alone expects 18% growth while European growth is predicted to be 25%. By 2011, US online sales are expected to reach $1 trillion. This is the summary of an article by Gloria Boone, et al., discussing the importance of some forms of online advertising and its trends. You can get the PDF of the behavioral targeting article here: Emerging trends in online advertising
Advertising was once a simple method dominated by huge and established companies. Media-buying and advertising agencies create print or TV ads and negotiate for space or airtime in TV or publications. However, digital advertising has brought home a new arena for advertising which is a lot more complicated, with more players and firms involved. This is the summary of an article written by Emily Steel, which looks at the history of online advertising and its unique characteristics. You can get the PDF of the behavioral targeting article here: Advertising’s Brave New World
The technology of advertising is vital because of its financial contributions to communication and information technology services and products. Advertising research is good for financial reasons and for coming up with an efficient system for advertisers and a great experience for consumers. This is the summary of an article written by Kurt Patridge and Bo Begole, which discusses three types of activity-based advertising and their contributions to the advertising challenges that lie in the future. You can get the PDF of the behavioral targeting article here: Activity-based Advertising..
This is the summary of the article written by Toubiana, et al., which proposes a method of online behavioral advertising which doesn’t compromise user privacy. You can get the PDF of the behavioral targeting article here: Adnostic..
This is the summary of the article by Koen De Bock and Dirk Van den Poel, which presents a model for analyzing demographic information and click stream data to create web user demographic profiles. You can get the PDF of the behavioral targeting article here: Predicting web site audience demographics..
This is the summary of the article by Chris Jay Hoofnagle, which discusses about Google’s policies and privacy methods with regard to the information being shared around the world and how they respond to the information privacy concerns about their product. This essay also criticizes one of the company’s mottos “you can make money without doing evil”. You can get the pdf of the behavioral targeting article here: Beyond Google and Evil
Segmentation strategy is the concept of dissembling your clients and choosing to base your marketing efforts on a specific target group. In some cases you may target your efforts on more than one group, but the basic goal is to directly target each group on an individual basis so that you can maximize your sales profits. There are many different ways that you can cluster your clients, but most businesses either choose to dissect their client base either by purchasing groups based on factors such as income, region, or socio-economic factors or cluster their target audience by their typical buying and spending habits.
Segmentation strategy relies extensively on consumer research and behavioral analysis alongside extensive data collection techniques. Due to the fact that it encompasses many areas of a business clientèle often it is a group effort on the part of the company and may require that a company rework its management and marketing team and strategies. The payoff is that when a marketing project is launched it is a proactive project aimed to reach those who are most likely to buy instead of focusing on a general market with an offer or deal that they may or may not be interested in.
An excellent example of segmentation strategy is international car industries such as Toyota, Honda, or Audi. In order to meet the needs of their regionalized clients these companies often produce different versions of successful cars that meet the needs of their residents. For example, certain countries such as Britain and Japan are focused heavily on the small compact electric vehicles that are on the market currently. Therefore, Toyota will market a small streamlined engine and compact vehicle here. However, in America where large and stylish is still the desired norm the same vehicle will in effect be built up to attract sales.
The effectiveness of segmentation strategy largely depends on the efforts that a company puts into it. In the online world designing different websites and emails for segmented clients is an excellent approach to reap the benefits of the market targeting strategy. Consultants are often a great place to start when initializing segmentation strategy as they already hold a large degree of the knowledge needed to make segmentation strategy work to its fullest degree. Supplementing a consultant’s knowledge with company data is an excellent way to cluster your clients and start to reap the benefits in profits of a carefully managed target audience.
Behavioral branding is the practice of presenting you product or service in a way using a combination of psychological knowledge and consumer behavioral patterns. When you use behavioral branding properly you can increase your promotion efforts and overall profits because branding your property in a memorable way will not only attract consumers quickly but also keep your product in their mind, increasing the probability that they will return to your website for repeat business. The basic science behind behavioral branding is packaging the image of your service or product in a way that attracts to your target audience.
A great example of how behavioral branding can be an effective promotion tool is if you look at the popular search engine Google. The multicolored text of the funky Google logo is instantly recognizable and memorable. This is one reason why many people are quick to use any new Google product that is developed, because once they see the logo or brand, they are quick to place their trust in the new web product as it is marked with a brand logo they trust and remember. In the same way, when you create a brand that customers recognize they are likely to purchase another effective product from you whether they immediately understand the product or not.
In a nutshell, behavioral branding involves creating your own logo, catchphrase, or graphic that will help people identify your products or services in a quick glance or while they surfing the Internet. If you own a web company behavioral branding is essential to spreading the word about your business since most web businesses advertise through banner ads or other forms of advertising similar to Adsense. Since consumers are used to seeing these advertisements online if you want yours to be notable you have to ensure that you catch their eye so that not only do they look, but they take a second look.
This is where behavioral branding comes into play. If you take a minute to study the buying trends of your consumers behavioral then you will have the inside track of what catches their eye and what they have no interest in. Once you have this information you know how to create a brand, advertisement, mailing, or promotion that will have them jumping at the chance to sample your product or service. As a result you will see your sales jump bringing you much higher revenues and easily paying off your investment of time or consulting fees.
Behavioral branding is a field that is growing immensely as social networking, online advertising, and web browsing studies are increasing in popularity by the day. Many smaller companies choose to hire a consultant firm for aid but if you are confident that you know your target audience well you can tackle it yourself. The one guarantee you have is that if you approach the matter correctly, you will see a positive result in both sales and brand recognition.