Target Marketing
Target marketing is the delivery of advertising to predisposed recipients. It is prospect-driven in that recipients themselves have opted to receive chosen content. Target marketing approaches one-to-one content distribution by segmenting audiences further into distinct messaging subsets.
The tools needed to execute performance-based target marketing campaigns came together with the emergence of highly selective databases and sophisticated tracking analytics. New content distribution technologies are affordable and efficient opportunities to reach prospects more effectively, with a stronger than ever return on investment result.
Direct targeted email and postal advertising today engages the power of database selectivity to offer marketers very precise prospect list builds. These may be derived from publication circulations, other aggregated sources, and in-house databases.
And there are newsletters/blogs/social media/etc., with audience profiles for virtually any market. This ability to extremely target prospects and track results has revolutionized direct marketing and reshaped lead generation.
Contextual targeted advertising matches ads with a website publisher’s content. Ads are placed based on page content, topics and/or keywords present. Algorithms look for specified placement criteria relevance to determine where and when ads will show. As always, activity can be monitored with tracking tools provided, in this case by the content source, placement network, or both.
(A note on click fraud: 15% or so click fraud is “normal” on search engine advertising, including competitor click fraud - competitors clicking on your ads. The number doubles to 30% or more on broader placed content network advertising. Be wary, and highly selective where ads are allowed placed.)
Behavioral targeted advertising is enabled by tracking site searches and viewed content to serve up relevant ads. Behavioral targeting analyzes prospect traffic patterns for identity profiling.
IP address identity tracing is about 85% accurate mid-2008, and will doubtless continue to improve. Privacy concerns will likely ease as heuristic, personalized content delivery gains favor. Target marketing thus empowered by audience segmentation, rather than content placement, will explode in the coming years.
Search engine marketing and optimization is usually of foremost importance to any technology marketing strategy, and is the subject of our next entry, search engine visibility.
CruzExpo Technology B to B Marketing Communications, based in Santa Cruz, California, provides a diversified range of PR, advertising and new media services to primarily Silicon Valley enterprises. We are eager, creative and resourceful, with the highest quality of service.
Standout publicity. Outstanding creative. Ask for testimonials.
Bob Lamonica, CruzExpo
831-466-0500
bob@cruzexpo.com
The tools needed to execute performance-based target marketing campaigns came together with the emergence of highly selective databases and sophisticated tracking analytics. New content distribution technologies are affordable and efficient opportunities to reach prospects more effectively, with a stronger than ever return on investment result.
Direct targeted email and postal advertising today engages the power of database selectivity to offer marketers very precise prospect list builds. These may be derived from publication circulations, other aggregated sources, and in-house databases.
And there are newsletters/blogs/social media/etc., with audience profiles for virtually any market. This ability to extremely target prospects and track results has revolutionized direct marketing and reshaped lead generation.
Contextual targeted advertising matches ads with a website publisher’s content. Ads are placed based on page content, topics and/or keywords present. Algorithms look for specified placement criteria relevance to determine where and when ads will show. As always, activity can be monitored with tracking tools provided, in this case by the content source, placement network, or both.
(A note on click fraud: 15% or so click fraud is “normal” on search engine advertising, including competitor click fraud - competitors clicking on your ads. The number doubles to 30% or more on broader placed content network advertising. Be wary, and highly selective where ads are allowed placed.)
Behavioral targeted advertising is enabled by tracking site searches and viewed content to serve up relevant ads. Behavioral targeting analyzes prospect traffic patterns for identity profiling.
IP address identity tracing is about 85% accurate mid-2008, and will doubtless continue to improve. Privacy concerns will likely ease as heuristic, personalized content delivery gains favor. Target marketing thus empowered by audience segmentation, rather than content placement, will explode in the coming years.
Search engine marketing and optimization is usually of foremost importance to any technology marketing strategy, and is the subject of our next entry, search engine visibility.
CruzExpo Technology B to B Marketing Communications, based in Santa Cruz, California, provides a diversified range of PR, advertising and new media services to primarily Silicon Valley enterprises. We are eager, creative and resourceful, with the highest quality of service.
Standout publicity. Outstanding creative. Ask for testimonials.
Bob Lamonica, CruzExpo
831-466-0500
bob@cruzexpo.com
posted by CruzExpo at 2:31 PM
