Businesses can choose between two basic paths. They can choose to create products or services that are common to every customer, or they can choose to make a market segment of one. That is, they can choose to create a firm which tends to the needs of every unique individual. This is the summary of an article written by Andreas Birnik and Richard Moat. You can get the pdf of the behavioral targeting here: Segmenting When it Matters
Mass Markets are the thing of the 60’s, and firms nowadays should no longer approach the old strategy of targeting broad market segments and using mass media to communicate its product. Firms should now take advantage of the advanced communication technologies that we have right now, which allows us to have direct interaction with customers, do data collection and mining about the potential customers, and giving them exactly the kind of product or service they want. This is the summary of an article written by Roland Rust, Christine Moorman, and Gaurav Bhalla. You can get the pdf of the behavioral targeting article here: Rethinking Marketing
Researching about entrepreneurship, it has been shown that the behavior of individual entrepreneurs is very important, and should be one of it’s main focuses. This means that researchers should look for a way to “measure” the behavior of these entrepreneurs; specifically, measuring their core behavior at the start of their entrepreneurship will help scholars understand the behavior of these entrepreneurs at their later stages of development, and in settings such as the corporate world. This is the summary of an article written by Barbara Bird. You can get the pdf of the behavioral targeting article here: Entrepreneur’s behavior. If you are looking for more business skills, you should consider following a master of public administration. [Read more…] about Entrepreneur's behavior
Behavioral Targeting is a hot topic. Still. And it will be in 2011. Promised!
Those were the hottest (most read) blog posts of 2010 in the Behavioral Targeting Blog. We thank all readers for a great year 2010 and we will continue to supply you with the hottest behavioral targeting news in 2011.
Top 1: Targeting Strategies
Funny enough this one made it to the top. It’s actually not just about behavioral targeting, but it tries to paint the big pictures. Reading this article gives you a chance to understand how behavioral targeting can fit into a general marketing and advertising mix.
This articles probably made it to the top, because it had tons and tons of search terms in it. Actually most of the articles consisted of searches that lead people to the blog. But I guess my take on “why behavioral targeting is there to stay” is not too bad either.
Top 3: Segmentation Strategy
Another article that is more Wikipedia-style than news-style. It’s basically about how to find the right customers for your products – which in turn enhances your chances of them actually buying from you. Nice!
Top 4: Behavioral Targeting
This is a senior on the blog. It’s about … you might have guessed it … behavioral targeting. This is a nice one to link to from other blogs, when referring to the concept of behavioral targeting. Thanks for linking!
The titel suggest some prophecy-style insights into the world of behavioral targeting. It’s not. This is more a guideline of where we are moving in general with internet marketing. BT has an important role to play – this will also be true in 2011.
For some reason lot’s of people have heard about this specific instance of great marketing and were looking for more information on it. We were happy to supply them with it.
We are not just crazy about the possibilities of behavioral targeting, but we are also scientists. Actually we bring a very interesting mix of knowledge in the field of behavioral science and physics (and general IT knowledge) to the table. Thus it is only natural we are interesting in every possible way to hack behavioral targeting for research. And then feed that back into the loop…
A tactic without a strategy is – hm – often not very efficient. And while behavioral targeting is a great tool, it needs to fit into your strategy to make sense. Thus we tried widen the perspective and look at what works when and how. Great stuff to consider if you are planning to launch your campaign.
Top 9: Target Marketing
This is another Wiki-style article about the concept of target marketing. I think people actually enjoy reading stuff that is en-depth, but not too complex. Makes a good read on your iPad while sipping a high quality Cappuccino.
Last, but not least: This is the first interview we did. it made it into the top 10, which I hope for – as we are preparing many more interviews with companies that are leading the field of behavioral targeting. Expect more expert insight for CEO, CTO and other O’s that have something interesting to say.
Thank you all for reading the Blog – we’ll be back after the ad’s (-:
PS: Oh and by the way – if you want to request specific topics, feel free to contact us. We’ll do our best to delier you the information that you need to succeed online in 2011.
When it comes to brand choice, consumers have different types of personalities. It has been observed that while some people prefer variety, others want to stick to the brand that they have already been using for a while. Since there are people who love variety, researchers speculate the existence of a variety seeking trait, in which over some time, these customers are supplied beyond their desire over a certain product, and then other products become more attractive to them. This is the study of an article by S. Sajeesh and Jagmohan S. Raju. You can get the PDF of the behavioral targeting article here: Positioning and Pricing in a Variety Seeking Market.
This is the summary of an article by Nikolaus Franke, Martin Schreier, and Ulrike Kaiser, which talks about the “I designed it myself” effect towards mass customization and its contributions to the subjective value of the product customized. You can get the PDF of the behavioral targeting article here: The “I Designed it Myself” Effect in Mass Customization
Whether a buyer decides to purchase something or not depends on how he or she perceives its price magnitude. This, in turn, has something to do with the roundness of a price. This is a summary of a study written by Manoj Thomas, Daniel Simon and Vrinda Kadiyali. You can get the PDF of the behavioral targeting article here: The Price Precision Effect: Evidence from Laboratory and Market Data
This is the summary of an article written by Dmitri Kuksov and J. Miguel Villas-Boas, entitled When More Alternatives Lead to Less Choice. You can get the PDF of the behavioral targeting article here: When More Alternatives Lead to Less Choice
In 2007, it became clear that Google, Yahoo, and Microsoft prioritize advertising after they each purchased online advertising companies. The search engine is an advertising platform, generating traffic through the search function. This is the summary of an article by Theo Rhöle, which discusses the mediating role of search engines between user and advertiser. You can get the PDF of the behavioral targeting article here: Desperately seeking the consumer..
You are giving off a lot of personal information online. Signing up may ask for your name, zip code, among other info, but big software companies such as Microsoft know more information thank you think they do. For example, they know exactly when you check your inbox, and the average monthly income of your neighborhood. Indeed, these companies aggregate and collect data in very complex ways using complicated tools that record user online behavior merged with other data. Many users are unaware that these companies know so much about them. This is the summary of an article by Michelle Kessler and Byron Acohido, which talks about targeting behavior and mining for online user data. You can get the pdf of the behavioral targeting article here: Data miners dig a little deeper