This is the summary of an article by Nicholas Lincoln, which argues that not all product’s sales revenues can be predicted by keyword search volume, citing various factors that come into play. It also states that there is no correlation between ad spending and sales revenue for the Apple iPod and the iPhone. You can get the pdf of the original behavioral targeting article here: The Relationship Between Internet Marketing, Search Volume and Product Sales.
This is the summary of an article by Matthew Brown, written on 2003, which is an analysis of online marketing in the sports industry. This industry needs a very good understanding of how marketing through the Internet works. You can get the pdf of the behavioral targeting here: An Analysis of Online Marketing in the Sports Industry: User Activity, Communication Objectives, and Perceived Benefits.
The internet has a lot of potential as a commercial medium. However, managers still don’t have the measuring tool to figure out if Internet marketing will work for their benefits. They have to risk investing on internet marketing and possibly even compromise their other offline marketing methods. This paper, which suggests that the Internet be used like a store front, where goods and services sold online are given directly to the consumers, is written by Melody Kiang, T.S. Raghu and Kevin Huei-Min Shang. You can get the pdf of the behavioral targeting here: Marketing on the Internet – who can benefit from an Online Marketing Approach?
Behavioral targeting is a strategy to effectively disseminate timely advertisements to the right person at the right time. This strategy has been put under fire because of concerns regarding privacy. The need for effective tools for marketing is as glaring as the need to survive in the world of business.
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
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.