This is the summary of an article by a guest author for the blog Creately.com. This article discusses the fundamental principles behind user centered design, and how these principles have been used in behavioral marketing to appeal to the subconscious of consumers of various kinds. Here’s the link to the original behavioral targeting article: User Centered Design with Behavioral Marketing.
This is the summary of a behavioral targeting article by Rajesh Kumar. It talks about how behavioral marketing is a must for all business entities as it increases conversions and revenues incredibly. Furthermore, it emphasizes that online visitors are real individuals, so research regarding targeting is a must with behavioral targeting. Here’s the link to the original behavioral targeting article: Targeting with Behavioral Marketing: The Latest Buzzword.
This is the summary of an article by David Wolinsky. It talks about how the Do Not Track Feature has become a default browser setting in Internet Explorer, and sends out a signal to advertisers that users don’t want to be tracked. This new development can be seen as either an advantage or disadvantage, depending on which end of the advertising process one is in.
As an entrepreneur, one must know how to manage the fact that with Do Not Track, it’s harder to track and target potential consumers. Here’s the link to the original behavioral targeting article: How Internet Explorer 10’s “Do Not Track” Option Affects Your Marketing.
This is the summary of an article from the Keyword Catcher blog. It talks about what behavioral marketing is, why it is effective, and what its advantages are. Essentially, it extends a marketers options if he or she is unable to utilize site placements, but it also gives them the ability to reach out to a targeted, much more responsive, audience. Here’s the link to the original behavioral targeting article: The Effectiveness of Behavioral Marketing.
This is the summary of an article by Amanda Meuwissen. It talks about behavioral targeting as the heart of marketing success. As the Harvard Business Review puts it, “..targeting individuals with perfectly customized offers at the right moment across the right channel is marketing’s holy grail.” Here’s the link to the original behavioral targeting article: Behavioral Targeting.
This is the summary of an article by lovefinanceinfo.com. It talks about behavioral marketing, and the benefits employing behavioral marketing strategies, and the advantages of targeted advertising. Here’s the link to the original article: Advertising With Behavioral Marketing is More Effective.
This is the summary of an article by Bryan Brown, which talks about the basics of behavioral marketing and it’s advantages. Here’s the link to the original behavioral targeting article: Behavioral Marketing: What It Is and Why It’s So Exciting.
This is the summary of an article by Jason Carmel and Juha Mertanen. You can get the pdf of the behavioral targeting article here: Better Together: Dynamic Content Creation and Behavioral Targeting.
Companies use online optimization to have a serious presence in the world wide web. In particular, behavioral targeting is used to give visitors of their site the right content at the right time, using browsing behavior, ethnographic or demographic information of users. The main challenging, however, is efficiently creating personalize content and keeping the costs low for better Return on Investment (ROI).
This is the summary of an article by Patricia E.M. Covington and Meghan Musselman. You can get the pdf of the behavioral targeting article here: 2010 Privacy and Data Security Developments.
The decade ending 2010 is great for new laws and regulations made for protecting online consumers in terms of secure data and privacy. It started with the GLB act of November 1999 for detailing sharing and collection o fpersonal information among financial institutions. Regulators such as the Federal Trade Comission or FTC also created new laws to punish companies that were unable to protect the information of their consumers. Online activities, data security and privacy seem to be top priority for FTC in the coming years.
This article is a summary of an eBook written by Rob Graham called Fishing From a Barrel: Using Behavioral Targeting to Reach the Right People With the Right Ads At the Right Time. You can get the pdf of the free behavioral targeting e-book here: The Essence of Behavioral Targeting.
As this is a very broad e-book, composed of nine chapters that comprehensively explain the value of behavioral targeting and how it works, this article will focus on certain aspects of the book.
A World of Individuals
Behavioral targeting is all about targeting me, and not targeting us. We need to embrace a new marketing paradigm shift which incorporates the fact taht we are unique individuals with unique needs, and stop advertisers from pretending that they need to create ads that reach out to as many people as possible, and make that their primary goal.
Even as consumers share the same interests, that doesn’t mean that they are the same. In fact, each customer is still unique and has many other interests. The key to behavioral targeting is having a good understanding to unlock the essence of a single individual and talk to that individual in his or her own language.
The Promise of Behavioral Targeting
The focus of this e-book is the effective use of behavioral targeting in its applications towards online advertising. This technique promises to make a win-win-win situation for the publishers, advertisers and consumers. Through cookies, a website will know so much about a consumer. For example, a site will know what the consumer is interested in, and know about what he expresses to be a more specific version of his interests. Through behavioral targeting, a website will recognize that a consumer is showing purchase intent, and even cost issues if the consumer shows attributes of delaying decision making.
With behavioral targeting, you tend to look at advertising the way we don’t normally look at it: as a noble event. A consumer will see relevant ads that caters to his desires and needs, presented opportunities to take advantage of offers that are agreeable and relevant to his current needs. An advertiser will know the specific interests of a user, with which banner ads were uncapable of doing. Publishers can make money by tracking a database of characteristics by visitors, creating profiles that they can sell to advertisers.
The Fine Art of Targeting
The old technique of advertising before the Internet was focused on quantity and quality, where consumers are presented with ads that sometimes interested us, but mostly didn’t. This old form of advertising has trained us that in the marketing process, our involvement wasn’t really necessary. But that can’t be further from the truth. Online has changed things dramatically. Online we can share our opinions, thoughts and questions. Advertisers no longer look at us as button clicking monkeys, rather as individual consumers wanting to engage in a dialogue with advertisers. Consumers as the questions and follow the path that interests us. It’s no longer a one size fits all thing.
An advertising message that has reached 1,000,000 of the wrong people is less effective than a message that has reached the right person. Advertisers should learn to listen to consumers, to remove irrelevancy in ads. They should understand that consumers like to be treated as individuals, and should try to listen to them. There is no single answer to how advertisers should talk to consumers to make them listen. One way to do that is watch the activity of consumers and get a sense of their needs and wants.
Striving for Effectiveness
To summarize, advertisers can take advantage of behavioral targeting by getting out of the frame of mind of a traditional advertiser and following these guidelines. First, it’s very pointless and ineffecient to reach everyone with the same advertising message. Second, reaching consumers with the wrong advertising message for far too many times will only irritate these consumers and not produce anything positive. Third, More than consumers need advertisers, it is advertisers that need consumers. Fourth, the window of opportunity for making good first impressions is very limited for advertisers.
Traditional Advertising, like direct marketing campaigns are such a waste, that they actually expect around 98 percent of consumers will reject or ignore the message they sent. Natural Resources and money are ewasted unnecessarily. A totally inefficient system.
With behavioral targeting, there is an ongoing relationship between targeted consumer and advertiser. If a targeted consumer sees an ad that he doesn’t like, the advertiser may send out a new ad with a stronger message and stronger offers, and then another offer, and if the consumer still doesn’t want anything to do with the ads, then the advertiser can take him out of the target list.