Behaviourial Contextual and Semantic Targeting | Rob Watt, Razorfish | iStrategy, London

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There is a new and compelling opportunity to create one-to one personalized messaging that can be aimed at the mass of consumers that are further up the purchase funnel, in the awareness and consideration stages. Presented by Rob Watt, Managing Partner of Razorfish during iStrategy London 2010

Where’s my jetpack?

Where’s my jetpack?
“The old paradigm, a system of mass production, mass media, and mass
marketing, is being replaced by a totally new paradigm, a one-to-one
economic system”
Don Peppers & Martha Rogers – The One to One Future

Page 3 © 2010 Razorfish. All rights reserved.

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Page 6 © 2010 Razorfish. All rights reserved.
Geographic
IP
Attitudinal
Demographic
Contextual
Behavioural
Social
Interests
Time

Page 8 © 2010 Razorfish. All rights reserved.

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INTEREST
INTENT
INSTANCES

Page 18 © 2010 Razorfish. All rights reserved.
How to build a personalisation engine

Page 19 © 2010 Razorfish. All rights reserved.
Marketing Engagement Landscape

Page 20 © 2010 Razorfish. All rights reserved.

Page 21 © 2010 Razorfish. All rights reserved.

THANKS
rob.watt@razorfish.com

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Behaviourial Contextual and Semantic Targeting | Rob Watt, Razorfish | iStrategy, London

1. Where’s my jetpack?

2. Where’s my jetpack? “The old paradigm, a system of mass production, mass media, and mass marketing, is being replaced by a totally new paradigm, a one-to-one economic system” Don Peppers & Martha Rogers – The One to One Future

3. Page 3 © 2010 Razorfish. All rights reserved.

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6. Page 6 © 2010 Razorfish. All rights reserved. Geographic IP Attitudinal Demographic Contextual Behavioural Social Interests Time

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17. Page 17 © 2010 Razorfish. All rights reserved. INTEREST INTENT INSTANCES

18. Page 18 © 2010 Razorfish. All rights reserved. How to build a personalisation engine

19. Page 19 © 2010 Razorfish. All rights reserved. Marketing Engagement Landscape

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21. Page 21 © 2010 Razorfish. All rights reserved.

22. THANKS rob.watt@razorfish.com

Editor's Notes

When I started planning online advertising campaigns in 1997, it was all very simple. It was a DR dream, it was pretty easy to run a successful campaign that drove sales at a significantly better ROI than other channels just by a “spray & pray” scattergun display approach. All was good for 5/6 years through the dot com boom and bust, then things started to get a bit more complicated…