Allen - One-to-One Web Marketing Build a Relationship
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of how they can target. Typically, marketers can target based on keyword, key phrase, content, context, domain, computer platform, and browser. Other examples of aggregated Web sites include specialized portals such as @griculture (www.agriculture.com) and virtual tradeshows such as ChemExpo (www.chemexpo.com). Content providers. Online publishers and traditional publishers with online editions are examples of content providers. These types of sites will provide the best targeting capabilities in the future. There are no- fee content providers such as Ask Jeeves (www.askjeeves.com), C|Net (www.cnet.com), CNN.com, iVillage.com, Gorp.com, Bonus.com, and Internet.com, and fee-based providers such as The Wall Street Journal Interactive (www.wsj.com). The fee-based online publishers will be able to get very detailed and accurate user profile information because users will not only be required to give name, address, and telephone number, they will give additional information\u2014all of which can be verified using billing data. No-fee publishers that have highly valued content can also get users to register on the site. The registration process is where online publishers can obtain demographic and geo- graphic data. Commerce sites. Commerce sites are important to your online market- ing program if your goal is to support the sales of your product on these sites. Like content providers, commerce sites can target mes- sages based on product categories and search keywords. The advan- tage a commerce site has in targeting is in the transaction history and billing information. This information is highly accurate and can be used to provide cross-selling advertising. Commerce sites include CDNow (www.cdnow.com), marthastewart.com, and Ticketmaster.com. Hybrid sites. The Quicken Financial Network (www.qfn.com) is a sup- port site for its financial software products Quicken and TurboTax and services such as online banking, but it is also a financial information supersite. These sites have the combined targeting capabilities of con- tent providers and commerce capabilities. Online Advertising Networks More than 4000 Web sites sell advertising\u2014some are small, and some are large; some attract broad audiences, and some are highly specialized niche 144 Chapter 4 sites. Online advertising networks are good if you are trying to reach as many prospects as possible within a narrow target (e.g., women who are between the ages of 18 and 34, have incomes in excess of $80,000, are mar- ried, and have children). You will want to enlist an advertising network to aggregate all sites that offer this kind of targeting in order to have a large enough audience. Ad networks now have even more sophisticated target- ing and tracking. This enables the one-to-one marketer to reach only the target markets that will be interested in your advertising message, with minimal ad impression waste. This is where advertising networks are attractive. Add to this the ability for ad networks to track and report results, and you have a highly effective online advertising tool. If your primary marketing objective is to build brand awareness, ad net- works enable you to provide separate targeted messages to each segment you want to reach. This allows you to cost-effectively increase brand pene- tration within segments. Here is a sample list of advertising networks: @dVENTURE Network www.ad-venture.com 24/7 Media www.247media.com AdClub Network www.adclub.net AdFlight www.adflight.com AdOutlet.com www.adoutlet.com Adsmart Network www.adsmart.net B2BWorks www.b2bworks.net BannerBrokers Network www.bannerbrokers.com Big Bang www.bigbang.com CyberFirst www.cyberfirst.com DoubleClick www.doubleclick.net Flycast Communications www.flycast.com FuturePages www.futurepages.com L90 www.L90.com MSN LinkExchange www.linkexchange.com Phase2Media www.phase2media.com Premium Network www.premiumnetwork.com Real Media www.realmedia.com Teknosurf.com www.technosurf.com ValueClick www.valueclick.com One-to-One Web Advertising and Promotion 145 Winstar Interactive www.winstarinteractive.com WiseAds www.wiseads.com INTERNATIONAL 24/7 Europe www.247europe.com Adpepper www.adpepper.com Safe-Audit (UK) www.safe-audit.com DoubleClick (www.doubleclick.net) is one of the leading ad networks with more than 1200 branded Web sites in 21 international networks. It rep- resent more than 175 premium Web sites in the United States, including The Dilbert Zone (www.dilbert.com), BillBoard Online (www.billboard.com), and U.S. News and World Report (www.usnews.com). The DoubleClick net- work uses DoubleClick\u2019s DART (Dynamic Advertising Reporting and Tar- geting) technology to target ads. According to DoubleClick\u2019s Wenda Harris Millard, online advertising can provide highly qualified leads at an impres- sive ROI, which is the most important yardstick to advertisers. Millard also believes that Web advertising answers all the criteria that is of concern to advertisers that traditional media cannot do as effectively: \ufffd\ufffd How can I reach my target? \ufffd\ufffd What is the optimum reach and frequency equation? \ufffd\ufffd Which creative works best? \ufffd\ufffd Is the advertising effective? The Web does a unique thing that traditional advertising cannot. Because of its technology, you can cap the frequency of a particular Web advertisement or banner, which minimizes banner burnout and waste. An I/Pro study showed that by about the third or fourth time a banner ad was displayed to a user, its effectiveness diminished. Imagine that you are read- ing a magazine and you have seen the same BMW ad for the fourth time. Now, what if someone came up and turned the page so you wouldn\u2019t see that particular ad? The Web can do this with its tracking and database inte- gration capabilities. An online ad system can know if you have seen a par- ticular banner one time, two times, three times\u2026Oh, the possibilities. DoubleClick\u2019s DART is a patent-pending system that dynamically deliv- ers targeted banners. It allows advertisers to target ads on sites within its network by the following: Interest category. Target a group of sites, sites sections, or site pages that attract users who have similar interests. 146 Chapter 4 Search keyword. Target ads on sites that provide a search function where ads are served based on the advertisers keywords. Editorial targeting. Target specific editorial content within sites to match ad banners with editorial using relevant keywords. Geographic location. Target sites within specific countries, states or regions, area codes, and zip/postal codes. Advertisers can get really local or global with geographic targeting. High-level domain type. Target audiences by domain type. For exam- ple, serve banner ads on educational sites (e.g., .edu) to target stu- dents. Other domains include commercial sites (.com), government (.gov), associations/organizations (.org), network providers (.net), and military (.mil). Organization type (SIC Code). Target types of companies and organiza- tions using the U.S. government\u2019s SIC (Standard Industrial Classifica- tion System) code. Organization name. Target a specific name of a company. Organization size or revenue. Target a company by size. Control ad frequency and ad banner series. Control how many times the Web audience views an advertisement to maximize ad performance. Can also track the frequency of ads in order to deliver ads in a series. Service provider. Target ads based on how users are accessing the Inter- net\u2014for example, Internet Service Providers (ISP) such as Earthlink.net, Online Service Providers (OSP) such as AOL. User\u2019s operating system. Target ads based on the user\u2019s operating sys- tem (e.g., Unix, Macintosh, Microsoft Windows or NT). User\u2019s browser type. Target ads based on what browser a user is using to surf the Web.