Behavioral Marketing for Audience Development

Behavioral Marketing for Audience Development David Chivers, Dow Jones Kate O’Neill, Magazines.com

Source: email-marketing-reports.com

David Chivers is Director of Online Marketing for Dow Jones and is responsible for developing marketing plans and programs for The Wall Street Journal Digital Network. In addition to traditional direct marketing skills, David has extensive online marketing experience, including; viral marketing, audience development, strategic partnerships, cross-selling and online branding. He’s recently relocated from the Midwest and lives with his wife and two daughters in Princeton, NJ. Kate O’Neill is Director of Customer Experience and Product Development for Magazines.com. In her hybrid marketing-technology role, Kate develops brand strategy, guides site feature development, oversees creative, and manages analytics and optimization initiatives. She previously managed content for Netflix in the company’s early years, in which capacity she helped introduce industry-leading capabilities to target based on behavior, affinity, and business objectives. Kate also led intranet and other online content initiatives for Toshiba, Hospital Corporation of America, and a wide range of smaller software and e-commerce start-ups. She lives in Nashville, TN with her husband and their six cats. About Us

What is Behavioral Marketing? Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.

What is Behavioral Marketing?
How?
Observing customer or prospect’s online behavior and using that data to deliver relevant ads or Web site content
Identifying data such as: Web sites and pages visited; tools used; time, length, frequency of visit
Merging behavioral data with visitor data such as age, gender or ZIP code
Delivering targeted content by serving ads, widgets and onsite elements
Source: The Path to One-to-One Marketing: The State of Behavioral Targeting , AdTech Chicago

Add It to Your Relevance Toolkit

Why Behavioral Marketing?
Users lie
Numbers don’t provide narrative
Relevance

Types of Behavioral Marketing
Onsite Behavioral Targeting
Network Behavioral Targeting
Retargeting enables marketers to target visitors who have performed a single activity (or a specific sequence of activities) on the marketer’s Web site or with that marketer’s creative. Source: eMarketer’s “Behavioral Targeting: Marketing Trends”
Behavioral Marketing is… tailoring messaging offsite (advertising) and onsite (optimization)

Behavioral Strategic Implications
“ Behavioral targeting is just a piece of the medium. You need sponsorship, integration, you need to understand who you are trying to target.” —Robert Tas, president and CEO, Sportgenic, in an interview with eMarketer
Needs to fit strategically
Direct Response friendly

It’s Still Direct Response
Fundamentals still apply:
Offer, offer, offer
Know your target
Test your creative, your ad size, your placement on the page
Optimizing based on the results

Just Getting Started?
Start with what you know
Make sure it’s measurable
Design for effectiveness
Strive to understand why, not just how many
Test your hypotheses
Use engagement metrics to refine

Loyalty = Lowest-Hanging Fruit
As familiarity increases, so can relevance

WSJ.com Case Study: Onsite
Combining onsite and network behavioral targeting
Added network tags to these preview pages
Allowed networks to see who visited and didn’t order
WSJ.com acquisition ads served to this audience

Behavior-based On-site Experience
Home page test
Women’s category visitors responded to different layout

WSJ.com Case Study: Retargeting
Resulted in 39% reduction in costs-per-order (CPOs), Increased conversion by 17%
Goal: Drive profitable incremental orders through online media Strategy: Track users of free WSJ.com content and “remarket” to them
Step 1: Tag Visitors to Free Content
Step 2: “Remarket” offer on other sites

Isn’t this all a bit… Big Brother?
Consumer perceptions
How to ensure you don’t run into privacy issues
Source: email-marketing-reports.com

Guidelines for Success
State your goals
Define segments
Define success metrics
Find the right tools/networks
Revise, Redo, Refine

Determining if behavioral will work for you
Monitoring progress
Continuous improvements
ROI & Success Measures

6 Easy Ways to Get Started
Read your reports for meaningful segments
Traditional direct response tactics still work
Focus on your easy-to-segment audiences
Start wide and optimize campaigns
Match message with media and audience
Test, test, test

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Behavioral Marketing for Audience Development

by David Chivers on Jun 26, 2008

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Behavioral Marketing for Audience Development — Presentation Transcript