Allen - One-to-One Web Marketing Build a Relationship
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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 ( and virtual tradeshows such as
ChemExpo (
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 (, C|Net
(,,,,, and, and fee-based providers such as The Wall Street Journal
Interactive ( 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 (,, and
Hybrid sites. The Quicken Financial Network ( 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
24/7 Media
AdClub Network
Adsmart Network
BannerBrokers Network
Big Bang
Flycast Communications
MSN LinkExchange
Premium Network
Real Media
One-to-One Web Advertising and Promotion 145
Winstar Interactive
24/7 Europe
Safe-Audit (UK)
DoubleClick ( 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 (, BillBoard Online (,
and U.S. News and World Report ( 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,
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.