It's knowing where prospects are—and how they behave—that's paying off for today's New Media marketers. Their advertising dollars are in hot pursuit of a fragmented audience that now receives thousands of channels of programming over TV, Internet, radio and mobile device. … Enter good ol' Behavioral Targeting. This tried-and-true direct marketing practice has never been hotter.
"The Web and new media are where people are these days," says Jeff Hirsch, CEO of Revenue Science. "People now spend almost twice the time online [that] they do watching TV." Behavioral targeting that digitally measures people's purchase interests through their Web behaviors is turning up the hot prospects.
One case study comes from NTT, Asia’s largest telecommunications company. To reach their market with the DoCoMo mobile message, NTT deployed Revenue Science's behaviorally targeted campaign using the Financial Times Web site. According to Dynamic Logic's metrics—and NTT's high satisfaction level—the targeted approach delivered a 40% to 200% lift over NTT's standard run-of-site campaign.
Your best BT advice? Stick to the basics: discover purchase intent, introduce yourself with a targeted message, and continue to cultivate loyalty after you've engaged your new customer. And please don't forget: never collect personally identifiable information.
The Po!nt: BT pays off Big Time. In today's fragmented media environment, behavioral targeting helps you zero in on your hottest prospects based on what they're doing, wherever they are.
Source: Howard Greenfield of Go Associates.
by Christina "CK" Kerley
