Food companies have taken advantage of the steady rise of presence among kids and teens in the online world. McDonald’s, for example, has transformed its Happy Meal website into an interactive website, with various engaging elements aimed at developing a digital marketing ecosystem. In this ecosystem, children are being creative, engaging in social networking, playing games, entering contests, and more importantly, editing profiles which are valuable sources of targeting data. This is the summary of the article by Jeff Chester and Kathryn Montgomery, which talks about the impact of online advertising by food companies on the youth, particularly their health. You can get the PDF of the behavioral targeting article here: Interactive food and beverage marketing..
This is the summary of the article by William Gilmore and S. Altan Erdem, which talks about the pros and cons of recent behavioral marketing techniques, and the use of biometrics to improve these techniques. You can get the PDF of the behavioral targeting article here: Online Internet Marketing Using Biometrics..
Lead generation strategy is very important for the new generation of computer consumers as it continues to evolve into one of the most brilliant ways to raise sales profits without making a large investment. There are several different components that make up lead generation strategy, but the essence of the concept is aimed at discovering leads and angles that address your customers browsing habits and needs. Once you identify what products they are interested in and the best way to direct their attention to your company you can watch your sales revenues increase since you are targeting them specifically instead of trying to get a bite in a large consumer area.
A great example of a popular lead generation strategy is websites that utilize SEO (search engine optimization) tactics in order to attract business. SEO is largely a technique that involves anticipating how your consumer base will search based on their browsing habits. Thus, once you identify how they would search for products such as yours and the queries that they would make you can design your website to appear in the top of search engine results so that you are one of their first stops. The idea is that once they click you have their business since you are already targeted directly as their needs.
Of course, there are a wide variety of lead generation strategies that you can utilize for your business outside of simple SEO techniques, but at the core of each of these strategies will be a certain degree of consumer behavior marketing. After all, it is not enough to get your browser onto your website using lead generation strategy, but once they are there your products or services need to meet their specific needs. Consultants can be helpful along with a careful compilation of the data that your company already has.
After all, one of the best predictors of how a future client will search and purchase is the behavioral of a past consumer who had roughly the same search habits. Thus, it may take some time to rework your marketing department in order to bring solidarity to your lead generation efforts across the board. However, even if it requires new management or training the sales revenues increase will be enough to pay for your new approach. Once you learn how to proactively find your consumers and lead them to your product, services, or information you can count on watching the amount you earn rise proportionally.
Target Marketing can be defined several different ways, but in general it is the practice of gearing your advertisements or marketing efforts directly to a specific group of consumers who would be the most interested in your product or service. While target marketing employs many other components of marketing such as consumer research, behavioral studies, and market knowledge in general, it is a broad term or concept that can turn your marketing efforts and sales profits around overnight if practiced correctly.
The basic concept of target marketing is to research your audience so that you can proactively find them and present your product instead of waiting for them to stumble upon you. For instance, if you owned a business that specializes in hunting gear you may place advertisements on websites that offer detailed hunting tips or location guidelines. Conversely, you may decide to include this information on your website since you target audience may be searching for it. Thus, your marketing efforts clearly only reach the people who are truly interested in your product instead of a wide range of people out of which only a few may be interested in hunting.
Target marketing is best used alongside consumer research and in the online world along with behavioral research that denotes the browsing habits of those who purchase your products. This is because when you know what the needs and wants of your audience are then you know where to find them when it comes time to producing a marketing project. You can see a great deal of target marketing employed on most major auction sites such as eBay and Amazon when they provide users with related products.
The related products are usually products purchased by customers who looked at the same products as you. Thus, the company targets their marketing efforts to you because based on their consumer research they feel you are most likely to purchase their items. While you can emulate this basic recommendation process on your own website, if you are a startup company your best use of targeting marketing would be to identify browsing habits.
This is because you need to understand how to draw your target audience to your website, and the best way to find them is by identifying locations they already visit. There you can market products or services directly to them. With the astounding growth rate of the internet target marketing is continuing to grow into a very specialized highly marketable skill. If you decide to use target marketing you can find a wide variety of consultants who can provide you with consumer research. That way your target marketing efforts will be most efficient.
Segment marketing is the practice of defining your customers needs and wants by placing them in specialized groups that receive different attention and different levels of marketing. The way customers are segmented by a company can vary from business to business but generally include areas such as income, regional location, sex, socioeconomic factors, and previous buying or business associations. Once the groups are designed, the object of segment marketing becomes unified; to offer customers marketing strategies and offers that are designed with their group characteristics in mind to produce profitable results for the company.
The concept behind segment marketing is that if you can identify the needs of your consumers by groups then you can direct your marketing efforts to make a larger impact. For example, in the Southern regions of the country hunting is a part of culture, while in the northern sector it is more of a sporting event without any end goal. Thus, following the principle of segment marketing a hunting rifle association may target viewers in the northern regions with more fancy gear that is more impressive to own and target those in the southern regions with more practical rifles. The end result would be higher sales in both regions.
Segment marketing is aimed at addressing consumers needs without forcing them to look for items that they desire. When you place the appropriate service or project dressed in a marketing effort they appreciate and with a price tag that meets their expectations you can watch your marketing sales profits skyrocket, but it is not an overnight process. In order to see segment marketing work oftentimes a company needs to rework itself from the management level up and invest in either consultation agencies or a consumer research team. The profits from segment marketing are dependent on how invested and thorough the business is when dividing its market.
Online, segment marketing can also be used and seen frequently. For example, international companies like Nike and Coca-Cola often divide their website entrances by country. Thus, they are able to divert customers into the area of their website that is designed to meet their needs in particular as product availability differs internationally. While your company may not be that large, you can take care to segment your website on a smaller scale. Divide your consumer base to target email advertisements and optimize marketing efforts at different segments of your clientèle based on their preferences and buying habits.
Consumer marketing strategy is the best way to optimize your advertising and pr team. In order to maximize your profits from advertising you need to ensure that your target audience is receiving the proper information about your product or service. Effective advertising is one of the best ways to streamline your marketing budget without sacrificing your profits, but learning how to do so is a step by step process that is fundamentally based on consumer marketing strategy.
At the core of consumer marketing strategy is a focus on your consumers’ wants and needs. They need to feel as if you are concerned with their well being and see this reflected in the product offerings you have for them. The only way to do this is by researching the consumer behavior of your specific market and addressing their key concerns in advertising.
For example, Wal-Mart has received an extensive amount of bad press in the past for their lack of environmental products and business ethics. In order to address these concerns they redressed their image by advertising products that they teamed up with to donate proceeds to the environment. Thus, they promote the products and answer the widespread consumer concerns, making it a consumer marketing strategy that has paid off two fold. And all it took was a little commercial time to change public opinion. Incidentally, commercial time that still highlighted a few products.
Online, consumer marketing strategy is practiced more with a focus on web browsing habits. It is most effectively used when businesses take the time to research what their consumers are interested in so that they can tailor advertising directly to them. For example, if web browsers of weight loss pills frequently visit websites that are written about exercise habits, including an instructional guide on the same web page that sells diet pills is an excellent way to promote interest and make consumers feel their needs are completely met by one visit.
As the internet continues to open up a wealth of marketing opportunities the need to stay directly in tune with customers’ specific wants and needs will increase twofold alongside. In order to market a product it will no longer be enough to discuss how a product works, but how a product can work for the consumer. Thus, an effective consumer marketing strategy is needed in order to create a solid customer base that recommends your services or products and continues to return for repeat visits.