Behavioral Marketing for Audience Development


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Tailoring ads -- and now even Web pages -- in realtime to the behavior of your audience is gaining traction as a lead generator for subscriptions. But what are the ground rules and best practices for targeted audience development? Find out how Dow Jones and are doing it.

Published in: Business, News & Politics

Behavioral Marketing for Audience Development

  1. 1. Behavioral Marketing for Audience Development David Chivers, Dow Jones Kate O’Neill,
  2. 2. Source:
  3. 3. 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 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
  4. 4. What is Behavioral Marketing? Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.
  5. 5. What is Behavioral Marketing? <ul><li>How? </li></ul><ul><li>Observing customer or prospect’s online behavior and using that data to deliver relevant ads or Web site content </li></ul><ul><li>Identifying data such as: Web sites and pages visited; tools used; time, length, frequency of visit </li></ul><ul><li>Merging behavioral data with visitor data such as age, gender or ZIP code </li></ul><ul><li>Delivering targeted content by serving ads, widgets and onsite elements </li></ul><ul><li>Source: The Path to One-to-One Marketing: The State of Behavioral Targeting , AdTech Chicago </li></ul>
  6. 6. Add It to Your Relevance Toolkit
  7. 7. Why Behavioral Marketing? <ul><li>Users lie </li></ul><ul><li>Numbers don’t provide narrative </li></ul><ul><li>Relevance </li></ul>
  8. 8. Types of Behavioral Marketing <ul><li>Onsite Behavioral Targeting </li></ul><ul><li>Network Behavioral Targeting </li></ul><ul><li>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” </li></ul>Behavioral Marketing is… tailoring messaging offsite (advertising) and onsite (optimization)
  9. 9. Behavioral Strategic Implications <ul><li>“ 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 </li></ul><ul><li>Needs to fit strategically </li></ul><ul><li>Direct Response friendly </li></ul>
  10. 10. It’s Still Direct Response <ul><li>Fundamentals still apply: </li></ul><ul><ul><li>Offer, offer, offer </li></ul></ul><ul><ul><li>Know your target </li></ul></ul><ul><ul><li>Test your creative, your ad size, your placement on the page </li></ul></ul><ul><ul><li>Optimizing based on the results </li></ul></ul>
  11. 11. Just Getting Started? <ul><li>Start with what you know </li></ul><ul><li>Make sure it’s measurable </li></ul><ul><li>Design for effectiveness </li></ul><ul><li>Strive to understand why, not just how many </li></ul><ul><li>Test your hypotheses </li></ul><ul><li>Use engagement metrics to refine </li></ul>
  12. 12. Loyalty = Lowest-Hanging Fruit <ul><li>As familiarity increases, so can relevance </li></ul>
  13. 13. Case Study: Onsite <ul><li>Combining onsite and network behavioral targeting </li></ul><ul><li>Added network tags to these preview pages </li></ul><ul><li>Allowed networks to see who visited and didn’t order </li></ul><ul><li> acquisition ads served to this audience </li></ul>
  14. 14. Behavior-based On-site Experience <ul><li>Home page test </li></ul><ul><li>Women’s category visitors responded to different layout </li></ul>
  15. 15. Case Study: Retargeting <ul><ul><li>Resulted in 39% reduction in costs-per-order (CPOs), Increased conversion by 17% </li></ul></ul>Goal: Drive profitable incremental orders through online media Strategy: Track users of free content and “remarket” to them <ul><ul><li>Step 1: Tag Visitors to Free Content </li></ul></ul><ul><ul><li>Step 2: “Remarket” offer on other sites </li></ul></ul>
  16. 16. Isn’t this all a bit… Big Brother? <ul><li>Consumer perceptions </li></ul><ul><li>How to ensure you don’t run into privacy issues </li></ul>Source:
  17. 17. Guidelines for Success <ul><li>State your goals </li></ul><ul><li>Define segments </li></ul><ul><li>Define success metrics </li></ul><ul><li>Find the right tools/networks </li></ul><ul><li>Revise, Redo, Refine </li></ul>
  18. 18. <ul><ul><li>Determining if behavioral will work for you </li></ul></ul><ul><ul><li>Monitoring progress </li></ul></ul><ul><ul><li>Continuous improvements </li></ul></ul>ROI & Success Measures
  19. 19. 6 Easy Ways to Get Started <ul><li>Read your reports for meaningful segments </li></ul><ul><li>Traditional direct response tactics still work </li></ul><ul><li>Focus on your easy-to-segment audiences </li></ul><ul><li>Start wide and optimize campaigns </li></ul><ul><li>Match message with media and audience </li></ul><ul><li>Test, test, test </li></ul>
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