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

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

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)

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 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

“ 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

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

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

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

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

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

Resulted in 39% reduction in costs-per-order (CPOs), Increased conversion by 17%

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

Consumer perceptions

How to ensure you don’t run into privacy issues

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

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

Determining if behavioral will work for you

Monitoring progress

Continuous improvements

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

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