The Behavioral Marketing Concept Has Revolutionized Online Advertising

In today’s modern world where more and more people are conducting businesses online, the marketing strategies have become crucial to have an edge in the competitive world of online advertising. In a scenario where many similar websites are vying for the attention of limited consumers, it would make business sense for a marketer or advertiser to identify the core group of consumers who are genuinely interested in his products and services. This enables the advertiser to prevent the tremendous wastage of efforts and resources which are incurred while randomly targeting all online visitors irrespective of their needs and interest in the product or service offered by the advertiser’s website. The Behavioral Marketing Concept has managed to bring this advantage of identifying the actual potential consumer within the smart advertiser’s grasp.

The Behavioral Marketing Concept focuses on consumers on the basis of their behaviors on Internet sites, rather than strictly by page contents. Clients who subscribe to the Behavioral Marketing Concept target other clients by aiming advertisements to categories or predefined segments. The advertisements and communication messages are created with information compiled from IP details and click stream data. An Internet user visits various interest pages in a category on a specific website. The user is then targeted by the specially created advertisements via a ROS (run-of-site) placement. Under the Behavioral Marketing Concept, the placement is not the key, but the Internet user’s behavior.

Advertisers and online publishers use the Behavioral Marketing Concept to boost the usefulness of various campaigns. The concept is to examine a consumer’s Internet behavior unobserved and then provide the most significant advertisement based on conduct. Theoretically, Behavioral Marketing Concept aids different advertisers in conveying the advertisement specifically to online users who are probably influenced and interested in the product and service on offer. Tacoda & Revenue Science are two leaders in the markets of Unites States of America, which focus strictly on assisting advertisers and publishers to implement Behavioral Marketing Concept.

Moreover, the big advertisement networks (Microsoft, ValueClick, Advertising.com and BlueLithium) have actually added the implementation of the behavioral marketing concept to their services and are able to incorporate it with demographic and geographic targeting. Google claims it will strictly target the marketing of advertisements based on the details of the particular page where the advertisement is displayed. This particular aspect of the behavioral marketing concept is referred to as Contextual Marketing.

Applying the behavioral marketing concept, in the latter half of 2002, Yahoo initiated its initial version of Behavioral Marketing. The product which also supported European and Asian scoring for visitors was known as “Fusion”. In the year 2003, Yahoo started a redesign initiative for its behavioral marketing profiling technology, known as Behavioral Targeting 2.0. Assorted improvements in visitor scoring, automated categorization, inventory predictions and enhanced reporting were all rolled out over the last several years. When it comes to privacy issues, a number of advocacy groups and online users are strongly concerned around this sort of behavioral marketing. However the advantages offered to advertisers and users will ensure that the concept is around for a long time to come.

Six Video Marketing Concepts on Driving More Traffic to Your Website

Video marketing is one powerful tool that you can’t miss adding to your Internet marketing arsenal. It is because search views in YouTube and other video websites increase in thousands each day that you should take advantage of this opportunity. Video is a sure fire way to get your website, products or services the attention they deserve in the World Wide Web. Here are a few video marketing concepts that you need to know before embarking on this type of Internet marketing campaign:

1. The Basics Involved in Video Marketing

Before getting too excited regarding how to use videos in driving more traffic to your website, you first have to know some basics which will form the foundation of your Internet marketing campaign. Video marketing concepts such as creating your own account in video websites such as YouTube is a must long before you can create a heyday of website traffic.

2. Creating Your Own Video

Most people think that the video marketing concept such as making videos is rocket science, but actually it isn’t. There are many easy ways to record your own video, make a PowerPoint presentation, and using any movie maker software available to finally create your own video masterpiece in a jiffy. Never forget to write your brand or website on your own videos so as to avoid it being stolen. This is also to ensure that more and more people recognize your brand so as to drive more traffic to your website.

3. Writing Content For Your Video

Writing effective content for your video is another indispensable video marketing concept to take note of. This creates an edge to your Internet marketing campaign as you will help more and more people understand what you are trying to deliver. Content in videos is also highly subscribed by people than the usual written article. Another thing to take note of in writing content is that you should include keywords to make your video highly searchable.

4. Posting Your Video

If you are already confident with the video that you have created plus the content you have written on it, then it is about time that you release it to the World Wide Web through free video posting websites such as YouTube, Metacafe, DailyMotion and more. Remember that you must post it in as many video websites as you can to gain more coverage in traffic, if you are posting to only You Tube, you are missing 25% of the market and it can be done with less work then posting on You Tube. This may seem like the last video marketing concept that you should know, but actually there is more.

5. What to Do After Posting Your Video

After posting your video, another video marketing concept to take note of is that you should track the progress of your videos. All of your hard work will go to waste if you don’t update yourself on how your videos are doing.

6. Learning From the Experts

There are still so much more that you need to understand about video marketing concepts. You no longer need to guess in the dark anymore as all of the dirty work has been done for you already. You need an expert who knows video marketing the best. So go grab your very own intensive course on video marketing concepts as this reveals the secrets to truly becoming a successful video marketer.

Video Marketing Concepts on How to Bring Loads of Traffic to Your Website

More and more people are watching videos every day. They are not just watching videos in YouTube, but also in other video websites as well. As an internet marketer, you should take advantage of this opportunity to use videos in bringing in more traffic to your website. The following video marketing concepts are essential to video marketing as it is such a powerful tool in finally getting that highly targeted traffic:

1. Know Your Target Market

One video marketing concept you should know is that you have to understand what your target market is. You can do some research regarding what type of demographics your target market belongs to. For example, if you are promoting a product or service about video games, they are likely to belong in the teenage to adolescent age group. If your website service is about cell phones then your target market may belong to a wide range of groups since anyone can be buying cell phones these days.

2. Write Content which is Compelling

After knowing your target market, another video marketing concept to take into mind is that you should write content for your video which is compelling enough for the viewers to stick with it right to the end. You can write effective content to your videos by knowing what appeals to your target market. So this again takes research on what clicks to the people who view similar videos to yours. Videos which are short, yet succinct enough in its message will be viewed the most since it takes easily to load or to download in computers.

3. Use keywords

Never underestimate the power of keywords in driving more traffic to your website. Keywords are also very applicable while creating content for your video since they are the most probable words or phrases to be searched by people. This video marketing concept is so important that if you don’t use it, your video may remain obscure forever. With keywords, people will easily search to your video and are most likely to go beyond and view your website. This could get you prospective customers to the content, products or services you are promoting.

4. Using Your Creativity

The videos that actually appeal to a lot of viewers are not those who follow a strict formula in video marketing, but those who use these tips and strategies effectively to create their own style. By being creative, you may get more traffic that what you ever thought possible. You can also attract more viewers to your videos, thus having a bigger chance to lead prospective customers to your website. This video marketing concept is rarely used, so use your creativity wisely.

By knowing what works and what doesn’t, you can get inspiration to create and post your videos in such a way that it will lead your viewers to click through your website. Videos get a higher ranking in search engines, so use this opportunity to get that traffic you truly want for your website. You can learn more from the one who knows video marketing the best through this intensive course on video marketing concepts.

Top 10 Marketing Concepts For Small Business Marketing

Over the past decade more and more people are getting fired, getting downsized, or getting fed up with their corporate jobs and embark on the journey as a small business owner. Unfortunately, most of the new small business owners fail to consider their marketing plans or strategy. There are many marketing concepts for small business marketing to consider and plan for, but here is our list of Top 10 Marketing Concepts For Small Business Marketing.

Marketing Concept # 1: Consistency

Consistency is the number one marketing concept for small business marketing only because it is left out of marketing concepts for so many businesses. I have worked with a long list of clients, big and small, that are extremely inconsistent in all areas of their marketing. Consistency helps lower the cost of marketing and increase the effectiveness of branding.

Marketing Concept # 2: Planning

Once small business owners decide to be consistent with their marketing, planning is the next major concept to engage. Planning is the most vital part of small business marketing or any level of marketing, for that matter, and so many owners, marketing managers, and even CMOs plan poorly. Put the time into planning your marketing strategy, budget, and other concepts presented here to ensure success.

Marketing Concept # 3: Strategy

Strategy immediately follows planning because your strategy is the foundation for the rest of your marketing activities. In the process of planning, you must develop your strategy: who you will target, how you will target them, and how will you keep them as a customer.

Marketing Concept # 4: Target Market

Target market is also another key concept for small business marketing. Defining exactly who you are targeting allows small business owners to focus on specific customers and reduce marketing waste. A well-defined target market will make every other marketing concept so much easier to implement successfully.

Marketing Concept # 5: Budget

Although it is listed at number 5, budgeting is important throughout the entire process. Creating a marketing budget is usually the hardest and most inaccurate part of small business marketing. Most small businesses owners lack a great deal of experience in marketing, so their budgets usually end up skewed. The most important part of this marketing concept is to actually establish a marketing budget. From there, you can worry about how to distribute your available funds.

Marketing Concept # 6: Marketing Mix

The marketing mix is usually defined as product, pricing, place, and promotion. As a small business owner, you must specifically decide on your products (or services), the appropriate pricing, where and how you will distribute your products, and how will you let everyone know about you and your products.

Marketing Concept # 7: Website

In today’s market, a business of any size must have a website. I hate when I see businesses that have a one page website with out-dated information. Customers, be it businesses or consumers, will search the web over 60% of the time before making any purchasing decisions. This marketing concept contains a slew of additional components, but you must at least develop a small web presence of some kind and keep it updated.

Marketing Concept # 8: Branding

Many small businesses owners also neglect this concept. Small business marketing must focus on this marketing concept just as much as large corporations do. Branding consists of the pictures, logo, design scheme, layout, make up, and image of your products and even your company. Branding is how your customers perceive (please place a lot of emphasis on that word!) your products and company. Make sure to pay special attention to what kind of brand you are building through each step of your planning and implementation.

Marketing Concept # 9: Promotion and Advertising

Promotion and advertising is a very complex marketing concept, but must be considered for any type of business and its products and services. Once you engage the previous 8 marketing concepts, you must finally let your target market know about you and your products. Proper promotion and advertising will result in effective brand recognition, and, ultimately, increased sales.

Marketing Concept # 10: Customer Relationship Management (CRM)

The concept of customer relationship management has become a huge industry in the marketing world. There are many types of software and services offered to help businesses of any size handle their customer relationship management. Since there is so much available, usually for a large sum of money, small business owners usually look at this concept as something they are not big enough for or have enough money to implement. Don’t be fooled by the massive industry that has evolved from this concept. Maintaining proper customer relationship management is essential to creating loyal and consistent customers.

This list of marketing concepts should be examined, researched, planned, and implemented, especially by small businesses, in order to be successful. Also, your marketing doesn’t stop here. Each business is unique and will have additional components that must be considered, but this list will jump-start any marketing plan.

Market Concept Testing – Guerrilla Style

Marketing new products and services is vital for most companies. Many marketers, however, are unaware that fast, low cost guerrilla techniques for market concept testing can easily replace cumbersome market research, saving lots of money and time in the process.

A Simple Model For Strategic Thinking

In order to test a new market concept you need to have one, right? Use this simple, intuitive strategy model for understanding the dynamics in the marketplace you’re considering. At first you simply work through the model applying what you already know or strongly suspect is true about the market. Then you go back and support each and every assumption you’re holding with market data.

- What are the trends in my industry?
- What’s driving these trends?
- What are we currently doing about the trends?
- What are our competitors doing about the trends?
- What could we be doing about the trends to increase our profits?

During this process you’re squarely in the analytical phase of marketing. You’re creating ties between your idea and a market that will welcome or reject it. Do your work carefully at this stage or you’ll wind up with every marketer’s nightmare…a product or service that’s an answer to a question nobody’s asked!

Collecting Unbiased Customer Data
There are a couple of ways to approach this task. It’s recommended that you use both methods so that your information will be balanced between primary (straight from the customer) and secondary (conclusions from experts). The objective here is to clearly understand your WOW! and how you’ll prove it.

The first thing to understand (and many marketers don’t) is that business is a social process. Which means, to do this successfully, you’ll be spending the bulk of your time dialoguing with people…not noodling around on the internet. If the thought of this provokes anxiety you’re in good company. Most people don’t relish talking to strangers but successful people in just about every profession just bite the bullet and do it any way.

Step 1: The Internet Part
To establish a beachhead, and not duplicate effort, spend about 10% of the time you’ve allocated for this project internet research. The objective is to gain a baseline understanding of available information about current offerings and substitutes in this market space. You also want to understand the various marketing and sales channels. It’s especially good to know about substitute choices your prospects could make instead of buying your product. It’s good to look at the whole chessboard, not just the squares immediately surrounding your next-move.

At this stage we’re looking for available industry reports and similar expert analysis of:

• What are the trends in my industry?
• What’s driving these trends?
• What are our competitors doing about the trends?

You’ll find out what’s available by doing these searches:

1. [industry name] or [product/service] or [major competitor], financial analysts
2. [industry name] or [product/service] or [major competitor], market research
3. [industry name] or [product/service] or [major competitor], Hoover’s
4. [industry name] or [product/service] or [major competitor], [name of local newspaper]
5. [industry name] or [product/service] or [major competitor], business news
6. [industry name] or [product/service] or [major competitor], industry news
7. [industry name] or [product/service] or [major competitor], industry experts
8. Run similar searches on your favorite social media in case those entries were not picked up by the search engines.

If something about your subject has been written, pod casted, YouTube’d, tweeted, blogged or discussed at a conference you will find it with these searches. Sift through what you find and plug each piece of key information into the 5-point strategy planning model we’re using. Now you’ll see a shape starting to form around your strategy model.

Step 2: Create A Discussion Guideline
This is what you will use as a guideline in talking with potential purchasers of your market concept. In essence this is the heart and soul of your project. The care and accuracy you put into this step will determine whether your market concept test results are accurate.

These are the objectives:

1. Understand whether your WOW! is really a WOW!
2. Understand industry and purchasing trends related to your market concept…and what’s driving those trends.
3. Establish a view on growth opportunities for your company or division.

We recommend that you structure your guide so that it results in a discussion. People are more likely to loosen up and talk freely about your market concept, and the alternatives, if you’re not reading questions verbatim as in a market research survey. Sketch out five key areas of information that you want. These might include:

• What do you think about the concept I’ve presented?
• Steer them toward their thoughts on advantages and disadvantages.
• Ask them what would make it even better.
• What are the substitutes or alternatives including do-it-yourself and in-house solutions?
• How, when and where do you like to receive information on new products and services such as this?
• Digital
• Traditional (print ads, trade shows, telesales, etc.)
• Colleagues, friends & family
• Where and how would you most like to purchase something like this market concept?
• Steer them toward what’s the ideal venue for them, not just where alternatives are available today.
• You’re seeking every competitive advantage you can get.
• Would terms such as financing influence their purchase decision?
• Who is the final decision maker and who else is involved in making a purchase decision? Refer to your notes on complex sales and remember that large consumer purchases can often involve multiple decision makers and influencers.

It is critical that you not approach this exercise with pre-conceived notions of what your company can or can’t do. You simply want to visualize the best possible purchasing scenario for your new market concept. You can parse internal strengths and weaknesses later. Do not base a go/no-go decision on your weaknesses!

You may think of many other categories of questions. Just remember that most people will limit your time with them to 15-30 minutes so keep the number of categories low and focus on going deep in each category. You can always substitute different categories in subsequent calls with different people. Again, after three or four calls you’ll have a much better idea of which categories of information are the best for your purposes.

Step 3: Create A List of Potential Customers
The next is interacting directly with your market. This is a hugely valuable exercise for product managers, marketing managers and marketing leaders. You’ll learn more about your market concept in a day of doing this than just about anything else you might choose to do, including conjoint analysis and focus groups.

The objectives for this stage are:

• understand who holds the knowledge you need
• understand the role each influencer will play in a complex sale
• understand where, when, how and from whom they get their decision influencing information

The people you need to talk with can hold one or more of the following roles:

• Decision maker
• Influencer
• Approver
• User
• Deal killer

With some products and services, mostly consumer products and B2B products costing less than $1,000, you’ll be talking straight to the decision maker. With most other products and services you’ll be talking to the decision maker plus one or more of the other types of buyer. If you’re not familiar with the mechanics of a complex sale you’ll need to pause the project until you’re caught up. Just do a search on ‘complex sale’ and you’ll find what you need to know. This is critical for B2B and higher-end or more complex consumer products and services.

Your objective is to talk to at least 100 people who have direct influence on the purchase of this market concept you’re testing. If you’re testing a consumer concept (for example tax preparation software) start talking with people in your circle of influence including friends, family members, colleagues and professional contacts. You will qualify your research participants based on who prepares his/her own taxes and whether a software product is used. Once you have the list and their telephone numbers you’re ready to move on to Step 3.

If you are testing a B2B market concept you must go straight to the companies to whom you’ll be selling your products or services. You may have a few contacts in these companies but you’ll spend the bulk of your time talking to people you don’t know. Be up front about your mission and never disguise yourself as a student doing research for a term paper or project. Just be yourself and be honest in describing what you’re doing.

If you’re cold calling a company start where you can get a foothold. If your market concept is a new and better alternative to traditional inventory control systems in mid-tier manufacturing companies, likely you will be talking to people in logistics, purchasing, operations and accounting. Go to the company’s website and list the names of key people in those functions if they’re identified. Then call the main number or department number, if listed, and ask to speak to that person. You may get through or you may not. Regardless of whom you talk with, even if it’s the main switchboard operator, just give him/her your 25 word elevator pitch on what you’re doing and ask who they’d recommend speaking with.

You will find that after calling three or four companies your comfort level will rise dramatically and you’ll start getting through more often to people who have the information you need.

Summary
This sounds like odd work for marketing people doesn’t it? However the advantages of this approach are many.

First, it gets marketing people immersed in the marketplace. This is far better than the superficial practice of having marketing people shadow a sales person for a day or two once a year.

Second, it gives marketing people an affinity for the role of the sales team. It helps them understand selling so they, in turn, can work with salespeople on devising strategies to overcome resistance and objections.

Third it gives marketing people solid confidence and much more enthusiasm for introducing new concepts if they have discovered the marketplace dynamics and purchaser habits and practices. This confidence will spread to other areas of the company, giving the marketing and product teams more support than they would have otherwise.

So yes, it’s a truly different approach but it’s highly effective and takes a lot less time and money than traditional market research.

Case Study
A startup company in California has a new market concept for virus protection solutions for iApp (applets for Apple’s iPhones) vendors. This startup is reluctant to spend $50-100K on formal market research so they’ve decided to do the project in-house.

They plan to assess the current competitive landscape for iApp virus protection by:
• Conducting a search for iApp virus protection vendors, if any
• Interviewing a small number of current iApp creators
o Do the trends they’re seeing suggest a market opportunity for our concept?
o What do they know about current solutions on the market?
o How would our offering solve a current problem or pain point better than other offerings?
o What would they pay to solve that problem or pain point?
o What level of disruption or complexity can the organization handle for installation and testing?

Next, the startup will assess current substitutes for their concept. They’ll do this by conducting a search and gathering product specifications, distribution models and other key information for each of their potential competitors. Some of this information they will already have from collecting customer data from the internet and other resources they used. The rest of it they will need to go after using the same information gathering techniques. These are some possible insights gained from their efforts:

• Their new market concept would need feature adjustments
• Their new market concept would be targeted at iAPP creators only
• They can lean heavily on digital marketing rather than traditional marketing
• A utility pricing model (pay based on consumption) would give them a strategic advantage
• A unique guarantee would give them a strategic advantage
• Acquisitions would not be a source of competitive advantage near term

The team now has enough information to make a go or no-go decision. If it’s a “go” the next step is to make sure there’s plenty of money in the bank, or coming in, to fund development and commercialization. Before the software writers kick in, though, the team needs to create a marketing requirements document and a commercial release process to make sure they won’t run out of money before sales revenue kicks in.

Mike Harris is the founder of Harris Consulting LLC, a San Diego based consulting firm that helps clients with market insight, ideas, content and conversion. He is an expert in resolving challenging marketing situations.

He has served as the top marketing and business development executive for companies or divisions in consumer electronics, software, data storage/networking and others with revenues up to $120 million. He has also served as a corporate officer and head of investor relations for NASDAQ:NM companies. He is a former management consultant with PriceWaterhouse Coopers.

Mike holds a B.S. from the University of Tennessee and an MBA in Marketing and Finance from Vanderbilt University. He is a frequent guest lecturer at the Rady School of Management at UCSD, where he is also a student mentor.