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Tap the Sphere of Influence: 3 Secrets

May 22, 2007

Smart marketers create their own social networks for customers, giving them the opportunity to self-identify and share information.

Introduction 
The good news 
Secret No. 1: Social Networking   
Secret No. 2: Spheres of Influence   
Secret No 3: Greed 
Finding the easy way or the hard way 

As an industry, we're slowly getting better at behavioral targeting. But before we pat ourselves on the back, take a step back and look at just how bad most of our behavioral targeting really is.

Despite advances in technology, segmentation strategies, predictive analysis software and much more, we still don't really know where people are, and what they really want online.

Sure, some customers have told us what we want to know. And there's decent technology that can predict future behavior and purchase decisions based on past activity. But in general, we still do an awful job of getting the right offer in front of the right person at the right time.

What's worse is that as consumers get more and more tech-savvy and wary, they're less and less likely to tell marketers anything about themselves.

As our technology gets better, our customers get more cynical. Five years ago they might have more readily told you what you want to know, but today they're a closed door.

Depressed yet?

Next: The good news

ad:tech San Francisco

April 19 - 21, 2010 | San Francisco, California

ad:tech San Francisco

KEYNOTE SPEAKER

David Baker David Baker, VP, CRM-eCRM Solutions
Razorfish


EXHIBITORS

FOX NetworksFOX Networks

PlentyOfFishPlentyOfFish

LyrisLyris

NielsenNielsen

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Agency Summit

May 16-19, 2010, 2010 | Austin, Texas

iMedia Brand Summit

KEYNOTE SPEAKER

Lisa Donahue Lisa Donahue, CEO, Starcom USA


 
PAST ATTENDEES INCLUDE

RazorfishMedia Director

StarcomDigital Director, Coca Cola

AKQAGroup Media Director

DeutschVP, Digital Media Director

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