Ebook53 pages1 hour
Behavioural Targeting: An Online Analysis for Efficient Media Planning?
By Alice Klever
Rating: 0 out of 5 stars
()
About this ebook
Consumers today are in the focus of a wide range of companies in a more and more global world, all of which implies an increase of marketing activities and hence an increase of advertising effort. Hundreds or even thousands of advertising messages are put in front of consumers every day through various media channels. However, every targeted customer has a very limited ability of perceiving advertising messages and even a smaller percentage of what has been recognized is considered as being relevant. Therefore consumers quite often feel harassed and overloaded by the mass of information, the quality of advertising and the context in which it is shown, and react protective towards advertising, especially when they do not belong to the target group of the advertised product or service. This implies a great amount of budget wastage and a potential damage to brand images, since too many consumers are targeted with the wrong advertising message.
Furthermore media consumption has changed over the years, while the consumption of TV for instance remains stable, the internet consumption increases dramatically, in the younger target groups it has already outgrown the TV consumption, and therefore an attenuation of this trend can be expected.
This means more and more prospective consumers will spend more and more time online and are therefore important potential targets for advertising campaigns. Keeping in mind the negative consequences of the irrelevant and too intense advertising the question arises if there is a way to avoid the drawbacks of offline media and use the opportunities offered by online media. The necessity of defining the right target group for an advertising campaign is as undoubted as the difficulties implied in that process, the end product being able to target the right persons online. Behavioural targeting might offer a way to analyse online media and therefore to contribute to the requirements for optimal media planning in order to achieve a high degree of efficiency.
Against the background of the increasing interest in behavioural targeting an examination of its potential importance for marketing will be conducted in this study in order to asses if behavioural targeting can increase the efficiency of media planning in online media.
The foundation is provided by the description of media planning in general, its objectives including the target group segmentation, media strategy and selection programmes and concluding by summarizing the requirements for optimal media planning.
In order to systematize the subject area of behavioural targeting an insight into online advertising is provided. This study aims to preserve an international scope, however due to the fact that the actual maturity of the online media industry is at very diverse stages worldwide, focus will be on the U.S. and selected countries in Europe such as Germany, France, the UK and Scandinavia.
Furthermore media consumption has changed over the years, while the consumption of TV for instance remains stable, the internet consumption increases dramatically, in the younger target groups it has already outgrown the TV consumption, and therefore an attenuation of this trend can be expected.
This means more and more prospective consumers will spend more and more time online and are therefore important potential targets for advertising campaigns. Keeping in mind the negative consequences of the irrelevant and too intense advertising the question arises if there is a way to avoid the drawbacks of offline media and use the opportunities offered by online media. The necessity of defining the right target group for an advertising campaign is as undoubted as the difficulties implied in that process, the end product being able to target the right persons online. Behavioural targeting might offer a way to analyse online media and therefore to contribute to the requirements for optimal media planning in order to achieve a high degree of efficiency.
Against the background of the increasing interest in behavioural targeting an examination of its potential importance for marketing will be conducted in this study in order to asses if behavioural targeting can increase the efficiency of media planning in online media.
The foundation is provided by the description of media planning in general, its objectives including the target group segmentation, media strategy and selection programmes and concluding by summarizing the requirements for optimal media planning.
In order to systematize the subject area of behavioural targeting an insight into online advertising is provided. This study aims to preserve an international scope, however due to the fact that the actual maturity of the online media industry is at very diverse stages worldwide, focus will be on the U.S. and selected countries in Europe such as Germany, France, the UK and Scandinavia.
Related to Behavioural Targeting
Related ebooks
Neuromarketing in the B-to-B-Sector: Importance, potential and its implications for Brand Management Rating: 0 out of 5 stars0 ratingsApple's Secret Of Success - Traditional Marketing Vs. Cult Marketing Rating: 0 out of 5 stars0 ratingsFree Report: 6 Quick Tips To Get The Most Out Of Your Promotional Merchandise At A Trade Show Rating: 0 out of 5 stars0 ratingsLuxury, Lies and Marketing: Shattering the Illusions of the Luxury Brand Rating: 0 out of 5 stars0 ratingsThe Content Marketing Hurricane: Using Proven Content Marketing Principles to Blow Your Competition Away! Rating: 0 out of 5 stars0 ratingsIntro to Www Marketing Rating: 0 out of 5 stars0 ratingsMarketing Research A Complete Guide - 2019 Edition Rating: 0 out of 5 stars0 ratingsMarketing to the Ageing Consumer: The Secrets to Building an Age-Friendly Business Rating: 0 out of 5 stars0 ratingsMarketing Untangled: The Small Business & Entrepreneur's Map Through The Marketing Jungle Rating: 0 out of 5 stars0 ratingsHow to Think Like the World's Greatest Marketing Minds Rating: 0 out of 5 stars0 ratingsInfluence: Become a Master at Persuading People Rating: 5 out of 5 stars5/5Successful Marketing: Short and Sweet Rating: 0 out of 5 stars0 ratingsSocial Media Equals Social Customer: Managing Customer Experience in the Age of Social Media Rating: 0 out of 5 stars0 ratingsThe Owned Media Doctrine: Marketing Operations Theory, Strategy, and Execution for the 21St Century Real–Time Brand Rating: 0 out of 5 stars0 ratingsThe 7 Elements of Highly Effective Advertising Rating: 0 out of 5 stars0 ratingsB2B Marketing: A Guidebook for the Classroom to the Boardroom Rating: 0 out of 5 stars0 ratingsMoney Can’t Buy You Love, Not Even a Like: Reimagining Sales and Marketing Rating: 0 out of 5 stars0 ratingsHow To Weed Out The Garbage When Marketing Your Product Rating: 0 out of 5 stars0 ratingsGet in the Sales Game: The Playbook for Winning in Sales When the Game Has Changed Rating: 5 out of 5 stars5/5Sales suck... NOW WHAT?: A "down & dirty" guide to sales and marketing for MICRO, MINI and SMALL businesses Rating: 0 out of 5 stars0 ratingsGlobal Advertising in a Cultural Context Rating: 0 out of 5 stars0 ratingsNiche Marketing: Skyrocket Your Niche: Internet Marketing Guide, #12 Rating: 0 out of 5 stars0 ratingsThe digital persuaders: How to defend yourself from the sales techniques of hidden persuaders on the web Rating: 0 out of 5 stars0 ratingsDelivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation Rating: 0 out of 5 stars0 ratingsOnline Marketing Tips and Tricks: Online Business Tools, #1 Rating: 0 out of 5 stars0 ratingsContent Marketing: 7 Easy Steps to Master Content Strategy, Content Creation, Search Engine Optimization & Copywriting Rating: 0 out of 5 stars0 ratingsMarketing for Beginners: The key concepts & steps for young executives Rating: 4 out of 5 stars4/5
Marketing For You
How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often Rating: 4 out of 5 stars4/5Win In Court Every Time Rating: 5 out of 5 stars5/5The Best Credit Repair Manual Ever Written Rating: 5 out of 5 stars5/5Mastering ChatGPT: 21 Prompts Templates for Effortless Writing Rating: 5 out of 5 stars5/5How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships Rating: 4 out of 5 stars4/5INSPIRED: How to Create Tech Products Customers Love Rating: 5 out of 5 stars5/5The Passive Income Cheat Sheet Rating: 4 out of 5 stars4/5The Passive Income Playbook Rating: 5 out of 5 stars5/5Emotional Intelligence: Exploring the Most Powerful Intelligence Ever Discovered Rating: 5 out of 5 stars5/5Six Figure Blogging Blueprint Rating: 5 out of 5 stars5/5Building a StoryBrand: Clarify Your Message So Customers Will Listen Rating: 4 out of 5 stars4/5Influencer: Building Your Personal Brand in the Age of Social Media Rating: 4 out of 5 stars4/5Exactly What to Say: The Magic Words for Influence and Impact Rating: 4 out of 5 stars4/5Alchemy: The Dark Art and Curious Science of Creating Magic in Brands, Business, and Life Rating: 4 out of 5 stars4/5Maslow's Hierarchy of Needs: Gain vital insights into how to motivate people Rating: 5 out of 5 stars5/580/20 Sales and Marketing: The Definitive Guide to Working Less and Making More Rating: 4 out of 5 stars4/5Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business Rating: 5 out of 5 stars5/5The YouTube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue Rating: 4 out of 5 stars4/5The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible Rating: 4 out of 5 stars4/5Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content Rating: 4 out of 5 stars4/5Propaganda Rating: 4 out of 5 stars4/5The Millionaire Next Door Rating: 4 out of 5 stars4/5The Catalyst: How to Change Anyone's Mind Rating: 4 out of 5 stars4/5
Reviews for Behavioural Targeting
Rating: 0 out of 5 stars
0 ratings
0 ratings0 reviews
Book preview
Behavioural Targeting - Alice Klever
Enjoying the preview?
Page 1 of 1