Behavioural Targeting is an interesting science. Tracking what people do on the web, not what the claim to do during surveys.
Apparently, the folks in the US are now employing behavioural targeting for the presidential elections. One year beforehand, they already measure and track the online behaviour of their fans. Amazing!
What a phrase:
We’re now at the busy crossroads where globalization meets Web 2.0
But it’s true in a way, and it is what this article from business week titled „Children of the Web“ is all about. Plus a good case study of how Axe managed to fascinate the global youth with the tag line „boom chicka wah wah“, which was specifically aimed at being interculturally applicable for marketing.
Google has launched their performance based „pay per action“ ad network and opened it up to selected advertisers, writes clickz.
Some believe the pricing model will reduce the impact of click fraud since PPA ads won’t fall prey to automated bots designed to click ads to boost keyword prices or generate more revenue for AdSense publishers. Instead, an actual action must be performed by the user in order for the publisher and Google to be paid by the advertiser.
Yes, there might have been fraud, but why should I participate in the business risk of the advertiser? What if the product is unsellable? What if the creative is really bad and attracts people who click (which would be good for publishers in a way), but will never buy the product (or request info, or whatever the „paid action“ will be).
But Google solved this, too:
Publishers in the AdSense network can search for available CPA ads and review them before choosing whether they want to accept them for placement on their sites. The PPA ads will only appear on AdSense publisher sites, not in Google’s search results, as CPC buys do.
This whole thing is really bad news for all the affiliate networks out there…
Whoever doubted that widgets can be a fantastic tool for marketing? Well, probably anybody who didn’t think that a widget can actually provide a fun „anything“ sponsored by a brand.
Here is a short article about a Red Bull Widget that seems to be the killer app for all those people bored at the office (during lunch break only, of course).
It is an online version of Rock / Paper / Scissors. You can play this via the widget against other people from the facebook network. Great idea!
This might be the start of a whole new stampede of marketing widgets on facebook (and others).
Pete Blackshaw and Max Kalehoff have put together a list of 10 principles for ad campaigns leveraging consumer generated content, which are, in short:
1. Connect The Program To Larger Business Goals
2. Keep It Authentic
3. Be Transparent
4. Encourage Advocacy
5. Empower Syndication
6. Tap The Long Tail
7. Capture The Moment
8. Be Consistent
9. Embrace Criticism And Deprecation
10. Move From Campaign To Platform
You can find details to each point either here or here.
I particularly liked the points about making sure that whatever you do fits into a wholistic strategy, as well as making sure that you take the possible long term effects into consideration. With all the hype around this topic, I sometimes fear this tends to be neglected…
Wo ich sonst so bin...