Can the Contextual: Why Social Networking Better Meets Your Relevant Targeting Needs
Advertising can be such a hit or miss game. Sure, the old-school method would be to make up for lack of context through VOLUME. One to 3 percent of 100 people is not nearly as profitable as 1 to 3 percent of one million people. However, the economy of scale doesn’t roll down very far, nor does it raise your proficiency levels to raise your gross exposure numbers. What you’d really like to see, whether you be a large or a small concern is those response percentages going up to 40 or even 80 percent. How is this achieved? Is it even possible?
Targeted Behavioral Contextual Marketing
Yes, it’s a mouthful and you can have several sombunall (Quantum physics slang for ‘some but not all’) combinations. However, the bottom line is this: Put relevant marketing messages in front of qualified users with a higher likelihood of response, lowering your overall campaign costs and raising that proficiency level we were talking about in the first paragraph.
Behavioral and Targeted Advertising specialist Chang Yu has come up with a few succinct definitions that I like:
Behavioral marketing targets consumers based on their behavior on Web sites, rather than purely by the content of pages they visit. Behavioral marketers target consumers by serving ads to predefined segments or categories. These are built with data compiled from clickstream data and IP information.Contextual marketing is when marketers target users with ads that are served based on a given Web page’s content. Ads bought through Google’s AdSense or Overture’s Content Match are a great example. Both place text ads on contextually relevant Web pages. Other vendors, such as Vibrant Media and Kanoodle, target users through verticals to deliver better results.
Whether text or graphic ads, delivering a relevant message based on content can be defined as contextual marketing.
Above all, behavioral marketing provides marketers with the ability to reach desired segments outside of contextually relevant areas.
The trick is to observe a ‘long tail’ of behaviors, preferences, interactions, reactions, and responses and to use that cumulative data to infer preferences. These preferences can be anything from new features for products and services to relevant advertising and marketing messages.
It has been shown that most people do not consider relevant advertising (translation: “something I want”) as interruption marketing. I will of course invoke Seth Godin here and interject that permission is all important, paramount even to this kind of strategy being successful. Think loyalty cards and rewards programs. Most important, be respectful of privacy and privacy concerns. When possible, use anonymous methods of behavioral tracking. If these are new concepts to you, I would recommend reading The Cluetrain Manifesto, Permission Marketing and any number of the free manifestos found at www.changethis.com. If you do this right, what you will be doing is taking marketing and advertising services and changing them in the eyes of your user base from something that is perceived as a invasive experience to something that is considered useful, and informative.
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