behavioural targeting - Internet Marketing News and Blogs

Is it enough to have just one killer creative execution, or are numerous variations required to achieve maximum performance?

With overall click-through-rates falling, advertisers are increasingly looking for ways to optimise online campaigns to improve results.

Online marketers have long been focused on acquisition and traffic metrics. The key to staying ahead lies in the deployment of more sophisticated tools and techniques to boost income from landed traffic.

Are broad demographics really relevant in the online world? Is customer behaviour far more insightful to delivering your marketing message?

Behavioural information allows you to develop a toolbox of techniques to improve the relevance of your online marketing, delivering for one client a 600% uplift.

Acquisition-minded high street banks are embracing content targeting, to personalise the experience of visitors and boost conversion rates.

HSBC, Lloyds TSB, Barclays and Halifax are using technology provided by TouchClarity, which serves content and product recommendations that are relevant to each visitor based on a range of factors.

In marketing technology, it’s important not to get carried away by your own spin. Behavioural targeting sounds quite complex, but the idea and the source of the uplift is really quite simple and it happens in the real world every day.

Picture your favourite restaurant. If you’re lucky enough to have a switched-on wine waiter, he will remember the wines you’ve enjoyed in the past and intelligently suggest new vintages as they come onto his list.

Behavioural targeting can consistently outperform contextual targeting when it comes to grabbing the attention of web users, according to a new study.

The report, in which over 2,000 people were surveyed, found behaviourally targeted ads were at least 10% more effective across a range of 14 product categories, including finance, consumer electronics and fashion.

Yahoo! has continued its acquisition spree with a $300m deal for online ad network BlueLithium.

The move will add roughly 1,000 sites to the web giant’s Publisher Network, as well as seeing it pick up BlueLithium’s behavioural targeting technology to enable its clients to serve more relevant ads.

Best practice was a great safety net for marketers when campaigns cost tens of thousands of pounds to execute due to physical print, production and distribution costs.

If sales plummeted, the marketer in question could point to a text book or previous campaign performance and the directors would settle back down again.

The deal will see AOL picking up Tacoda’s online ad network, which claims to have access to around 130m people across 4,000 sites.