Behavioral Marketing for Audience Development

Behavioral Marketing for Audience Development

David Chivers, Dow JonesKate O’Neill, Magazines.com

Source: email-marketing-reports.com

David Chivers is Director of Online Marketing for Dow Jones and is responsible for developing marketing plans and programs for The Wall Street Journal Digital Network. In addition to traditional direct marketing skills, David has extensive online marketing experience, including; viral marketing, audience development, strategic partnerships, cross-selling and online branding. He’s recently relocated from the Midwest and lives with his wife and two daughters in Princeton, NJ.

Kate O’Neill is Director of Customer Experience and Product Development for Magazines.com. In her hybrid marketing-technology role, Kate develops brand strategy, guides site feature development, oversees creative, and manages analytics and optimization initiatives. She previously managed content for Netflix in the company’s early years, in which capacity she helped introduce industry-leading capabilities to target based on behavior, affinity, and business objectives. Kate also led intranet and other online content initiatives for Toshiba, Hospital Corporation of America, and a wide range of smaller software and e-commerce start-ups. She lives in Nashville, TN with her husband and their six cats.

About Us

What is Behavioral Marketing?

Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns.

What is Behavioral Marketing?

How? • Observing customer or prospect’s online behavior and using

that data to deliver relevant ads or Web site content• Identifying data such as: Web sites and pages visited; tools

used; time, length, frequency of visit• Merging behavioral data with visitor data such as age, gender

or ZIP code• Delivering targeted content by serving ads, widgets and onsite

elements

Source: The Path to One-to-One Marketing: The State of Behavioral Targeting, AdTech Chicago

Add It to Your Relevance Toolkit

Why Behavioral Marketing?

• Users lie• Numbers don’t provide narrative• Relevance

Types of Behavioral Marketing

• Onsite Behavioral Targeting • Network Behavioral Targeting • Retargeting enables marketers to target visitors who have

performed a single activity (or a specific sequence of activities) on the marketer’s Web site or with that marketer’s creative. Source: eMarketer’s “Behavioral Targeting: Marketing Trends”

Behavioral Marketing is…tailoring messaging offsite (advertising) and onsite (optimization)

Behavioral Strategic Implications

• “Behavioral targeting is just a piece of the medium. You need sponsorship, integration, you need to understand who you are trying to target.” —Robert Tas, president and CEO, Sportgenic, in an interview with eMarketer

• Needs to fit strategically• Direct Response friendly

It’s Still Direct Response

• Fundamentals still apply:– Offer, offer, offer– Know your target– Test your creative, your ad size, your placement on

the page– Optimizing based on the results

Just Getting Started?

• Start with what you know• Make sure it’s measurable• Design for effectiveness• Strive to understand why, not just how many• Test your hypotheses• Use engagement metrics to refine

Loyalty = Lowest-Hanging Fruit

• As familiarity increases, so can relevance

WSJ.com Case Study: Onsite

Combining onsite and network behavioral targeting

• Added network tags to these preview pages

• Allowed networks to see who visited and didn’t order

• WSJ.com acquisition ads served to this audience

Behavior-based On-site Experience

• Home page test

• Women’s category visitors responded to different layout

WSJ.com Case Study: Retargeting

Resulted in 39% reduction in costs-per-order (CPOs), Increased conversion by 17%

Goal: Drive profitable incremental orders through online media

Strategy: Track users of free WSJ.com content and “remarket” to them

Step 1: Tag Visitors to Free Content Step 2: “Remarket” offer on other sites

Isn’t this all a bit… Big Brother?

• Consumer perceptions • How to ensure you don’t run into

privacy issues

Source: email-marketing-reports.com

Guidelines for Success

• State your goals• Define segments• Define success metrics• Find the right tools/networks• Revise, Redo, Refine

Determining if behavioral will work for youMonitoring progressContinuous improvements

ROI & Success Measures

6 Easy Ways to Get Started

1. Read your reports for meaningful segments2. Traditional direct response tactics still work3. Focus on your easy-to-segment audiences4. Start wide and optimize campaigns5. Match message with media and audience6. Test, test, test