With the aid of information technology, more advertisers are turning to innovative methods for audience targeting. One of these techniques is viral marketing. One study related to such marketing strategy is conducted by Xiaofang Yang and supervised by Dr. Peruvemba S. Jaya of the University of Ottawa. You can get the pdf of the original behavioral targeting article here: Viral Marketing: A New Branding Strategy to Influence Consumers.
How well do users understand the icons and taglines that appear in behaviorally targeted advertisements on web pages? Do they even see these little details in a page that is busy with content? This is the summary of an article by Pedro Giovanni Leon, et al. You can get the pdf of the behavioral targeting article here: What Do Online Behavioral Advertising Disclosures Communicate to Users
According to a 2009 report by the Internet Advertising Revenue, 22.7 billion dollars have been spent for online advertising. Twenty two percent of this figure is for display ads. These are huge numbers, but there are very few studies about how effective these ads are and the huge amount of money spent on them. This is the summary of an article by Randall A. Lewis, David H. Reiley, and Taylor A. Schreiner. You can get the pdf of the behavioral targeting article here: Ad Attributes and Attribution: Large-Scale Field Experiments Measure Online Customer Acquisition.
This is the summary of a behavioral targeting article by Diana L. Huerta – Muñoz, Roger Z Rios-Mercado, and Ruben Ruiz. A beverage distribution company wants to partition its customers into those sharing marketing and geographical attributes. In addition, the segments must be compact enough as desired. This paper addresses this customer segmentation problem. The original pdf file can be accessed here: An Iterated Greedy Heuristic for a Market Segmentation Problem with Multiple Attributes.
This is the summary of an article by Hyo-Jung Oh, Changki Lee, and Chung-Hee Lee. You can get the pdf of the behavioral targeting article here: Analysis of the Empirical Effects of Contextual Match Advertising for Online News
This is the summary of an article by Karissa McKelvey, Alex Rudnick, Michael Conover and Filippo Menczer. It talks about using Twitter to collect huge amounts of data online for a large-scale social study, but make these data and their interpretation easily accessible to social scientists and anyone else interested who may not have the technical know-how otherwise. The paper further describes extensions to the platform responsible for this convenience, called Truthy. Collaboration between persons in the computational and social field can then be further realized. You can get the pdf of the behavioral targeting article here: Visualizing Communication on Social Media: Making Big Data Accessible.
This is the summary of an article by Mehdi Behboudi, et al. It identifies the factors that affect the success of advertising agencies in the online community by reviewing such external variables as sponsorship ads, lead generation, creativity, account management, and others. A questionnaire was developed which was answered by students from Iran. All the variables have been found to have significant effects, with creativity being the most influential among the variables. You can get the pdf of the behavioral targeting article here: A Review of the Activities of Advertising Agencies in Online World.
This is the summary of an article by Dale M. Lewison and Jon M. Hawes. It talks about the benefits of both target marketing and mass marketing for colleges and universities that are adopting marketing strategies. Researchers come up with buyer types depending on whether students prioritize economy, value or quality. There are also learner types who choose among leisure, socio-improvement, or focus. The study introduces a conceptual market segments model that allows higher education institutions to know more about the student market. You can get the pdf of the behavioral targeting article here: Student Target Marketing Strategies for Universities
During the past decade, environmental concern has gone from being more than just a trendy topic, to being a priority among consumers and the media. In fact, the products that most consumers buy nowadays are green products, or environment friendly products. The media has advertised ways to protect the environment, through products that aren’t harmful to its already degrading state. There has been a change in attitude among customers geard towards being concerned about the environment, and so companies will adjust to this shift. This is the summary of a research by Nea Lindqvist. You can get the pdf of the behavioral targeting research here: Green Segmentation
The number of clicks on an online advertisement determines how effective it is. That is why pay-per-click is a standard procedure for pricing online ads. As such, companies strive to produce ads that would generate as many clicks from viewers as possible. This is the summary of the research by Jianqing Cheng and Jan Stallaert. You can get the pdf of the behavioral targeting here: Who Welcomes Behavioral Targeting?