The internet has become a major avenue for advertising, toppling down other traditional media such as TV and newspapers. Newspaper ads, in particular, have shown significant drops in annual revenues over the years because of competition from internet advertising. According to many, the unique feature of the internet is its ability to give out information to a targeted audience. This is the summary of the paper by Dirk Bergemann and Alessandro Bonatti, and it is all about investigating the role of targeting in ad allocation across different media, and the equilibrium price for advertising. You can get the PDF of the behavioral targeting article here: Targeting in Ad Markets
This is the summary of the article written by Maciá-Fernández, et al., which suggests a method that ISP’s can use for behavioral ad targeting without violating the Federal Wiretap Act. You can get the PDF of the behavioral targeting article here: ISP-Enabled Behavioral Ad Targeting..
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
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..
Behavioral targeting, the method of tracking a user’s internet surfing behavior to make targeted and personalized ads, is now geared up to merge with user cell phone data. This merging will result to an even more personalized advertising which will undoubtedly receive some criticism in light of privacy invasion. This is the summary of an article by Catherine Holahan, which looks at new and exciting advertisement possibilities: The Smartphone. You can get the PDF of the behavioral targeting article here: The Sell-Phone Revolution
This is the summary of an article by Catherine Dwyer, in which she describes how users are tracked on Levis.com
You can get the PDF of the behavioral targeting article here:
This is the summary of an article by Abbey Klaassen, in which he describes, how Snapple uses tactic to find unexpected affinity group for premium green teas.
You can get the PDF of the behavioral targeting article here:
Behavioral Targeting: new killer app for research
The coming of the Internet marketing
Internet marketing is an exponentially growing trend in business today; however for most of the 20th century, advertising relied on traditional ways to disseminate information through conventional media. The results are good, but the expenses are colossal. The coming of the Internet marketing has brought in major impact on how advertisements are being done. One of those innovations is behavioral targeting. To date, the concept is not so new but its influence is greatly becoming popular as the battle for ROI (return of investment) stiffens with the fierce competition.
The need for effective advertising
The need for effective advertising is a glaring issue for entrepreneurs in this year and for years to come. Behavioral marketing provides effective ways to advertise to marginal groups that have the potential to buy it. The year 2010 is an excellent opportunity to expand its market and broaden its acceptability to entrepreneurs and consumers alike. The use of individual behavior in the internet on sites they usually view, purchases they made, and other activities is such a powerful tool to identify the needs of individual. The strategies may seem to have change over the years but the purpose is always the same for marketing and that is to earn profit at minimal expense.
Future behavioral targeting methods
The trends for behavioral targeting has a different curve for the year 2010 and onwards, as the category for targeting will now include family size, gender, age and income to perfectly accommodate not only the needs of individual but also his family; taking into consideration their purchasing power. With the addition of correct information, the products and services that will be offered will also be tailor fit to every aspect of the consumer. Behavioral targeting methods are also being developed with the building of a new platform that accurately measures the attributes of the audience in addition to impression, click and conversion metrics. This tool will be effective in providing advertisers with accurate picture of the specific audience that saw and interacted with each of its ads. The audience is calculated by variable and customizable metrics applicable to each marketer. These insights not only define and track audience metrics, but also help shape future marketing and even product decisions.
Reading the minds of consumers
The use of SEO and SEM to direct traffic in the internet is a successful tool in conquering the internet marketing supremacy. Reading the minds of consumers is a battle for behavioral targeting to be surmounted this present market situation. Predicting however is never an exact science as the history tells about it. Forecasting the future needs can be as simple as looking at the calendar. Subtle weather changes and holidays can drive sales for specific business. According to the book “Reading Virtual Minds” (aff) by a behavioral scientist Joseph Carrabis – Through computers, we can be able to identify future behaviors recognizing the overt and covert cues from individual consumers. Understanding the inherent possibilities of consumers can help advertisers to mount actions to take advantage of it.
The challenge for every online marketer has always been how and when to position the advertisement at the right time and at right customer. With the use behavioral targeting, identifying the intended audience for the specified products and services is very much possible. These methods are more likely to bring ROI (Return of Investment) than sending the message to everybody which could only reach a handful of interested audiences who are willing to give a positive reception.
Identifying the right time for consumer’s needs is always a primary concern for any business. The opportunity that behavioral targeting gives them is the power to see and come up with the actions to satisfy their needs with timely and audience specific advertisements.
Websites keep the files from individual who log in, purchase, or any other transactions and keep them as cookies; these files can be used for behavioral targeting. The information gathered from individuals becomes a valuable asset for companies who want to generate advertisements for persons who are more than likely to be interested and purchase their products. Turning conventional advertisements into a personalized way and tailored for a specific group of customers is a revolutionary method that most entrepreneurs need these days.
When you have an online website for selling bags, knowing the customer’s preferences in color and design can lead to advertisements of dresses that would accentuate their previous purchases; with that, it can lead to more sales at less advertising efforts.
There are instances however where behavioral marketing can be limited. For one, if your products are for senior citizens. We all know that computer come into conception in the 80’s and most senior citizens do not know how to use the internet. This will pose some problems on finding viable viewers. Also, when the products and services offered by the company require privacy, a person may be annoyed and offended if he or she receives an e-mail offering him those kinds of items and services. There are always strings of privacy attached to any information from individual. Conservatives call it spying when those supposed private information were exposed for the purpose of marketing.
Indeed, sky is the limit for the growth of modern marketing; it has no other direction than upward. The promise of behavioral targeting will be enjoyed when everybody starts to embrace it as the ultimate experience in advertisement. Information from individuals when used in a fair and healthy marketing propaganda is a wonderful idea that would catch the attention of anyone unlike the usual advertisements that are quite irritating at times. Using private information should warrant the approval of individuals to avoid offended souls because everything in the marketing world should be built in trust