The articles below focus on Targeting & Segmentation, processes used by website owners to improve user experience by delivering the right content/design to the right person at the right time. It does so by analyzing visitor behavior and using segmentation to create Personas and Behavioral Targeting campaigns.
A visitor arrives to a website from a search engine's keyword including "health". How can the website take advantage of this information in order to personalize the experience of the visitor? Learn more on this personalization example for content websites.
Do you remember the promise of true 1 to 1 marketing from over 10 years ago where technology would automagically give a unique message to every customer returning to the site or every email subscriber? Well our analytic capabilities have advanced a lot, but many companies are a long way from delivering targeted, relevant emails.
You only have one chance to create your first impression. Learn more about selecting the main message for the homepage of a website with two very unique target audiences can be very complicated. By segmenting and targeting your traffic you will be sure to provide the best experience for each individual segment.
In part I of this article, I discussed the unintended consequences of Targeting and how they can decrease the information quality served to consumers and their likelihood to find new products. In this part II, I turn now to a review of some of the approaches that have been advanced to increase these chances.
According to a recent New York Times column, the reason why personalized marketing is "being hailed as the latest breakthrough" is that it "tries to show consumers the right ad at the right time." From the standpoint of the advertiser, all this is indeed wonderful. Yet, it is worth asking whether there are reasons for concern. In this article, I discuss one such reason.
Your online traffic is like a mixed fruit basket, similar in many ways, but also very different. ￼Marketing to a mixed basket is difficult - how can you possibly know the right image, message, tone and offer that will appeal to anyone & everyone? Landing pages are the perfect place to try out segmentation...
Today, at this very moment, there are e-business marketers and decision makers attempting to decide on a “website personalization” strategy, culminating in confusion and more questions than when they started. But the question they should be asking is: How do we implement a website personalization strategy that fulfills our needs today and tomorrow?
I know who I am as an individual better than anybody else. I know what I like and what I don't. Yet I'm rarely asked by marketers about who I am and what I want, even when it's to their advantage. Instead most of them guess who I am and what I want. More often then not, they are dead wrong.
Following an agreement with Rob Graham, author of Fishing From a Barrel: Using Behavioral Targeting to Reach the Right People with the Right Ads at the Right Time, we are honored to host the full version of his book for FREE download. It is a very insightful and can be used as a guide to understand Targeting and Segmentation principles.
This article is based on a presentation about the value of Behavioral Targeting for SEM, delivered at SphinnCon 2010. We discuss ways to use part of the homepage to provide a customized experience based on search terms, tailoring the user search (which is a strong indicator of intent) to a special offer.