Comments on: Behavioral Targeted Advertising http://takemetoyourleader.com/2008/08/24/behavioral-targeted-advertising/ "Take Me To Your Leader" focuses on trend watching in consumer behaviors, marketing, technology, and social media, but is often led astray by its eccentric authors and their love of music, traveling, random thoughts, and pirates. Mon, 06 Sep 2010 10:37:30 +0000 hourly 1 http://wordpress.org/?v=301 By: Mark Lee http://takemetoyourleader.com/2008/08/24/behavioral-targeted-advertising/comment-page-1/#comment-24 Mark Lee Tue, 26 Aug 2008 17:37:37 +0000 http://takemetoyourleader.com/?p=152#comment-24 Being involved with variable data & cross marketing this post rings bells. If you think variable data means sinply direct mail, adding a persons name & filling your trash can you are wrong. It is the mear tip of the iceberg. This is one area you forgot to mention that has potential (on demand variable data printing & mailing.) Those same real time behavioral activities we can now capture can be used with great effect by sending small mailings directly relevent to the receiver on a timely basis. This can be a message "Did you know that we have a branch just down the road from where you live and also where you work? In fact we even have one next to your local gym"....."We know you loved that great steak last Friday so how about we give you a free bottle of that delicious Pinot Noir you had with it the next time you come in? Link a mailing to a PURL and now you start to build a new customised database on these targeted individuals further targeting in on what they may need from you ready for the next campaign to them. At theend of thetrip you areleft with nothing but customers. Linking variable data to the virtual community can release a continuous stream of targeted mail (both snail mail & email) that is so relevent to the user that they actually benefit from getting it eliminating stress and strain on their trash cans. Add a scratch off with a custom discount or gift for that person and you delight them furher. E mail is the most popular method used for customer retention and Direct mail for getting new ones. These are also the two fastest areas of growth in marketing and can only benefit from behavioral targeted advertising. Mark Being involved with variable data & cross marketing this post rings bells. If you think variable data means sinply direct mail, adding a persons name & filling your trash can you are wrong. It is the mear tip of the iceberg.

This is one area you forgot to mention that has potential (on demand variable data printing & mailing.) Those same real time behavioral activities we can now capture can be used with great effect by sending small mailings directly relevent to the receiver on a timely basis. This can be a message “Did you know that we have a branch just down the road from where you live and also where you work? In fact we even have one next to your local gym”…..”We know you loved that great steak last Friday so how about we give you a free bottle of that delicious Pinot Noir you had with it the next time you come in?

Link a mailing to a PURL and now you start to build a new customised database on these targeted individuals further targeting in on what they may need from you ready for the next campaign to them. At theend of thetrip you areleft with nothing but customers.

Linking variable data to the virtual community can release a continuous stream of targeted mail (both snail mail & email) that is so relevent to the user that they actually benefit from getting it eliminating stress and strain on their trash cans. Add a scratch off with a custom discount or gift for that person and you delight them furher.

E mail is the most popular method used for customer retention and Direct mail for getting new ones. These are also the two fastest areas of growth in marketing and can only benefit from behavioral targeted advertising.

Mark

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