Behavioral Marketing-revisited

Off late I came across an article that had quite an informative discussion about behavioral marketing. The term seemed quite unfamiliar and I took some time to research about it. To my surprise, behavioral marketing is a domain of expertize for most online marketers and yet only few are familiar with the term. Wikipedia defines it as "Behavioral targeting uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual." The methodology is mostly used by online marketers and publishers who study user behavior, analyzes their web browsing behavior and collects data about their preferences which is then effectively utilized to cater them with advertisements pertaining to their interests.

Traditionally the behavioral marketing technique were used by mainly advertising networks who studied particular user behavior on the basis of sites he visit. For instance when a particular user visits a site, an id cookie is being stored in the hard drive of his computer which makes a note of his online surfing behavior. On the basis of that his specific user profile is being created and the information helps the advertising network to identify his preferences and helps them in their business decision. Some prominent providers of this service include Tribal Fusion, Audience Science, Burst Media and more.

Lets now shift our focus on some newer advertising models. Search Engines like Google, Yahoo! run their advertisement campaigns based on the keyphrase typed by an individual searcher. The Google Adwords use user search information to display targeted ads based on his need and preferences and also store your searches in their database for further reference. Thus the age of concept of behaviorial targetting is revisited; only with a more upgraded technology and yet with more sophistication.

Emergence Of the mass media

There has been a long decade since the concept of individuated media had taken form. I still remember to have memorized almost television ads that was being delivered during commercial breaks in between daily soaps. It is interesting to note that the scope of the word media could never be defined fully. The upliftment in technology gradually paved way for some targeted avenue that was slowly being exploited by the marketers.

The gradual improvement in technology and democratic bent of mind of people led to the evolvement of the mass media. Unlike its former counterpart, it is not the marketer, publisher or the advertiser who sketches the blue print of what the content should be. It is the user who determines the kind of content the want to see. The best platform where the you can possibly find a reflection of mass media is the web. The websites like the wikipedia, social media sites like Digg, Del.icio.us, and also the social networks are the advocates of this school of thoughts. To be more explicit, the social media sites are not alienated from the traditional individuated concept; rather it is a nice blend of the two. It simply mixes the ingredients of the individuated forms and generates a conglomerated picture of the mass media.

When you make a profile with a social network, it is you who decide upon its content, the friends whom you want to add, share feeds and add applications. Again the sites like Digg value individual opinions of its members and denotes the efficacy of a particular content which reaches the hallmark of fame. It is the media generated for the mass by taking into account individuated opinion.

Stepping into the realm

Hi all.. myself is Antara. A web-marketer by profession I had long had the desire to start off my own blog and finally made one. Web matrices is a snapshot about of my knowledge and experiences in the course of my professional path.
I my blog I would like to embrace topics like social medias, their utility as online marketing tool, types of social medias and their trends. It would also include topics like search engines, their individual optimization strategy and and their impact on attracting traffic for websites.

Pay Per Click advertising is yet another area which would be highlighted within my posts. Apart from those mentioned above I would also try to explore the significance of other marketing strategies like Newsletter marketing, RSS, email marketing, affiliate marketing and more. In a nutshell, web matrix is all about exploring every nook and corner of the online media that has a bearing on the web marketing process. That's all about it.. to catch up with the details.. stay tuned!!