Behavioral Targeting – A potential DSP strategy for media campaigns

15 February 2016

Aren’t you happy that you are finding the perfect leads that automatically convert into customers in your digital media campaigns? Behavioral targeting, a recent technique in digital advertising, has enabled marketers to achieve 90% success from their campaigns.

Although the name itself tells about the kind of marketing strategy behavioral targeting is, let’s find out more…

Behavioral targeting effectively uses a customer’s past activity while displaying an ad. While matching an ad with the user, the media planning software uses non-personal and anonymous information from the user.

The fact that identifying user behavior is not just limited to the desktop makes media planning software a versatile technology. There are some mobile media platforms that help companies to target users depending on their mobile search patterns. One of the key factors in mobile tracking is where the users are located when they conduct a particular online search.

How behavioral targeting functions

The agencies use demand-side platforms (DSPs) for buying the advertisements across the networks in real-time. As there is media software that can track the user’s IP address and content type, the user browses using deep package inspection
(DPI), and the marketer is able to identify the ad appropriate for the user. The marketers then buy relevant ads via real-time bidding (RTB) and put them up on the websites. This media planning software allows marketers to focus on ads for granularity specified audiences. The tool uses different kinds of data to show the right ad to the right audience.

Information marketer’s use for behavioral targeting:

The demographic information that the user has shared with partner websites
Data extracted by cookies from the websites visited by the consumer
General assumptions based on the types of websites visited by the user
Social networking sites for collecting data for this kind of targeting

Types of behavioral targeting

Several technologies and approaches are used in behavioral targeting. Every company in space has its set of nomenclature and approach. However, the entire gamut of behavioral targeting can be roughly divided into three categories:

Targeting based on affinity

Also known as traditional targeting, the tracking is based on the information the users take in. Here, the user is tracked within a particular category. By consistent consumption trait, the tracking is based on the interest the user shows in web search. This way, advertising is based on unique profiles of users rather than by focusing on the current search that the user has keyed in.

Re-targeting

This tracking is simpler than affinity-based targeting. Here, the user has already visited a website, made some pre-decision stage activities, but has not completed the action. Usually, users get tagged through cookies and they can be targeted again via some cross-selling prospects. According to the user’s latest interest, an advertisement can be tailor-made using re-targeting.

Predictive targeting

Predictive targeting is based on a series of data collected both, online and offline. The first step is gathering data online— analyzing user behavior through their clicks and real-time internet surfing. The user gets monitored through the websites they visited the amount of time spent on each website, etc. The first profile of the user gets created through online monitoring. Complete data is then collected by some kinds of socio-demographic survey, which provides complete information on the lifestyle and interests of the user.

Predictive technology is used to analyze the survey data (offline) with performance data (online) to complete the profile. Thus, there is the extrapolation of socio-demographic data of the sample population to a larger user base, using the similarities in the behavioral patterns observed in the sample users to a larger population.

Behavioral targeting is definitely a valuable media planning software for digital advertising. However, you need to beef your strategies up with adequate tactics. Start with the identification of the right audience for a certain media buy, the required accomplishment of the campaign, and consequently its appropriate channels and communication media. Within this framework, identify if behavioral targeting can achieve better or not.

Author Bio:

Preethi Vagadia is currently a Senior Business architect with the Service operations practice at a well-known IT Industry in Bangalore. She has worked in several process improvement projects involving multi-national teams for global customers. She has over 8 years of experience in mortgage technology and has successfully executed several projects in logistics management, logistics integration, reverse logistics, content management system software, warranty software, and programmatic solutions.

Lucia Patterson

Lucia Patterson is the woman behind TheLegalGuides, a blog solely focused on legal guides, tips, and advice. Lucia loves essay writing and blogs at EssayWritingGuides from her college days.

View all posts

Cold Calling Script for Successful Sales Persons

Cold calls are still of great importance even in the modern virtual world. If you are looking for business, one of the most effective sales tactics is cold calling. It is part of the outbound marketing strategy for your business and can deliver great results. A recent survey by DiscoverOrg on 1000 sampled senior executives in the IT industry reveals that 60% of them attended an event or took an appointment after receiving an unsolicited email or cold call. If you fear cold calls, then these tips will not help you to eradicate your fear. However, they will give you a more successful experience in making cold calls. Focus on the Goal Most beginners think that cold calling only deals with making the sale. However, this is not the case. It deals with getting an opportunity to make a sell. The primary reason behind making a cold call is setting an appointment for making the pitch. You can use a cold calling script to help you focus on the goal. Research Your Prospects and Market Before Making the Cold Call Your cold call has to target the right audience. Market research can help you to focus on the right audience. Gather a lot of information about the company or individual you will be calling in advance. This step will give you a significant advantage of being in a position to talk about their business and needs when you make the call. Gartner Group states that an enterprise that has an average of 100 to 500 employees will have approximately seven people making the purchase decisions. Therefore. It is critical to connecting with the right individuals if you need success in your cold calls. Leverage Contacts on Social Media to Enhance Your Chances of Connecting Statistics from Vorsight reveal that if you share a LinkedIn group with the person you are calling, you have a probability of 70% of making a successful cold call. What applies to LinkedIn can also stand to the other social media platforms. You can increase your prospects of receptiveness when you are connected with your audience in social media. Therefore, make sure that you work towards establishing of extending your presence on social media. Prepare Opening Statements for Your Call It is good to organize your thoughts before making a call as this will assist you to avoid the common mistakes while opening the conversation. Making such errors can make the individual you are calling to terminate your call. At this point, the cold calling script comes in handy. This document should act as a guide, and you don’t have to read it out. What Should Be in The Opening Statement of the Cold Call It is essential to organize your conversation on the cold call in a logical manner. You need a greeting, an introduction, reference point that talks about the prospects, advantages of your products and services, and lastly a transition to the dialogue or question. Prepare a Script for the Remaining Section of the Call Put down the benefits of your products or services and reasons that will make your prospects to buy them. Put down some of the possible objections and how you will answer them. It is easy to meander or leave something out if you don’t have a cold calling script. Once more, you will not be reading out the script when you call. The most important thing is to prepare a framework for your cold call in advance. Be ready to answer tough questions about the products and services you are selling. Forbes Insights report that 58% of potential buyers assert that sales representatives cannot adequately respond to their questions. You can get yourself out of this script by preparing an excellent cold calling script. Request for an Appointment During the Cold Call Set the appointment that you request during the conversation at a specific time. For instance, you could ask the prospect whether 11:00 a.m. would be good for him/her. You could also ask your audience whether you can meet them the following week. It is good to get your prospects committing to a meeting in your initial conversation. Don’t leave it vague because this will necessitate a second call for setting up the meeting. The phone call may never take place if you are unable to get to the prospect. Note That Gatekeepers Are Allies and Not Foes Remain polite to anyone who picks up the call or whoever guards the inner sanctum when making the cold call. Have strategies that will make the gatekeeper to come on your side. You could even ask something like ‘I am not sure whether you will be able to assist me?’ and he/she will give you the info that you require like the name of the person you need to talk to or the best time of contacting the prospects. You also need to learn the names of the gatekeeper and remain friendly during the call. Send Your Prospects Unique and Small Promotional Items to Smooth Your Way for the Cold Call This step will break the ice and make the brand to stand out from the crow. Sending out such promotional items will prepare the way for a successful cold call. A question like ‘are you the one who sends me this’ from the prospect may seem to be unnecessary or cheesy but it works well. If Possible, Do the Cold Call Late in the Afternoon or Early Morning The best time to reach the decision-maker directly is late evening or early morning. Research also reveals that Thursday is the best day for cold calls and Wednesday comes in as the second. The same research reveals that Tuesday is the worst but this can vary from one person to another. Remain Persistent 80% of new sales will come after you make the fifth contact yet most salespersons give up after making the second call. Don’t be the kind of person who gives up so easily. It is good to learn to try again if you really want to make a sale. Above all, practice, practice, and keep on practicing and you will become an expert in cold calling. You will always get better even if you find no fun in making cold calls. With constant practice, you will develop effective selling techniques. Therefore, get your script ready and the call list and begin to reach out to your phone. There are several people out there who would like to do business with you but you need to let them know about your brand first. Read Also: FinTech Is Making It Easier To Shop The World’s Biggest Sales This Is Why Social Media Is Essential In The B2B Sales Process 5 Actionable Mobile Marketing Tips That Drive Sales

5 Unusual Social Media Tips That No One Will Know About

There is nothing that drives business success better than social media marketing. With billions of users signed in to different platforms at different times, there is no doubt that reaching your target audience is not a vicious cycle. However, you might scribble social media at the helm of the list that contains the tools you will use for your digital marketing plans, but you will not get desired results if you don’t do everything right. With a recent study showing that social media referrals contribute to over 30% of a website’s traffic, this calls for you to be armed with the latest tips and techniques that will place you ahead of your rivals. Have you read an array of blogs, sites, and other sources of information, but you tend not to achieve social media marketing success that you desire? Stop stressing and keep reading! Below are a few social media strategies that nobody will tell you about. 5 Unusual Social Media Tips That No One Will Know About: 1. Write long posts : Weird, right? You are used to writing a few sentences that explain your products or services and how to purchase them and you consider your work done, huh? To achieve more success in social media, you need to write longer posts that will give more valuable information to your target audiences. If the primary social media platform for your business is Twitter that has failed to back down on its 140-character limit, you can use it alongside other platforms such as Facebook and Google+ that allow longer conversations. This way, you will have the capacity to engage more with your audiences. 2. Come up with Facebook groups : Today, organic search for official pages for brands continue to diminish among users. Therefore, you need to adopt a new strategy if your desire is to remain relevant in your industry. You can do this by creating Facebook pages. With them, group members will be able to receive notifications whenever you update new information. 3. Include a personal touch on your tweets : With thousands of feeds that continue streaming with no end on tweeter, most of your tweets can go without notice. However, if you customize them with catchy font color and line breaks, you will capture the attention of your audiences. In a bid to break the monotony of short-form messages on this platform, you can include a fun symbol or fun emoji, a small undertaking that can see your brand gain a competitive edge over your competitors. 4. Don’t rely on social media platforms : Social media users have their personal preferences. Since Facebook recorded a user population of over 2 billion people last year, don’t tend to think that it is the only platform you can easily reach your target audience. No! Signing up for social media is free; hence you should take advantage of this fact and sign up for as many platforms as you can. Then, regularly share valuable information in as many networks as you can. Ultimately, your brand will gain a huge following which will lead to the attainment of your digital marketing goals and objectives. 5. Be weird! Yes, social media is not a place to be serious at all times. Unlike your competitors who will always be super-professional in their marketing bid, try as much as possible to be less formal and humorous. At times, share information that will make your audiences laugh, smile, and/or get inspired. This will make them admire the authenticity of your company, a move that will boost your authority and credibility. When you implement the unusual techniques mentioned above, be ready for massive social media success that you will only measure using tools such as those found in this. Read Also : This Is Why Social Media Is Essential In The B2B Sales Process How Social Media Can Boost Up The E-Commerce Industry How To Master Social Media For Businesses & Entrepreneurs

The Right B2B E-Commerce Platforms to Sell Your Used Machinery

Any business person aims to make many sales to stay afloat. Choosing the right B2B marketplace help, you grow your business to a whole new level. There are many B2B marketplaces on the internet that makes it hard for sellers to choose on that best suits their needs. Whether one decides to go for a leading B2B European marketplace or a small dedicated niche website, it must help a seller get buyers and offer the customer good shopping experience. The latter especially is very important if a customer is to keep shopping at the same B2B marketplace. So how then can a seller find a B2B marketplace that best suits their needs? 1. You should agree with the policies and objectives of the platform: Because there are numerous B2B marketplaces on the internet, they are bound to be different in the way they conduct business. As a seller, you should agree with their business model and make sure that they do what they promise to do for you as a seller. Consider their payment policies, seller agreements, commissions, user support among other important things. In case you are in doubt, ask questions and keep doing your research until you are satisfied. If you and the platform have different goals, then you will struggle with sales on the platform. 2. The cost of doing business on the platform: Different B2B eCommerce platforms exist because they earn a certain percentage every time a sale is made. If as a seller you factor in everything all the costs of selling your used machinery on a certain platform, you should make a decent amount afterward. Avoid platforms that overcharge you on commissions and make you shoulder a lot of the expenses. This is important especially to people that are selling used machinery as a business and not as a one-time thing. 3. How easy to use is the platform? With many e-commerce platforms in the market, people will gravitate towards those that are easy to access and use. If a platform can be accessed even on the smallest device and still performs the same as if one is using a PC or laptop, then that’s where many buyers would be. The platforms should be responsive and offer the best user experience. It should allow the buyer and seller to communicate with each other and offer easy payment plans within the platform. This not only protects the seller form fake buyers but also the buyer from fake sellers. 4. Is one’s business on the platform scalable? Again, this may not apply to one-time sellers because once they have sold the equipment, they don’t need the platform anymore. For people that are looking to start used machinery resell business, they have to consider that their business will grow and they will need a platform that will take that into account. How e-commerce sites do this is by providing features on the website that allows one to create more than one storefront. This allows the seller to target the audience they want by offering different products. Each storefront can be used to sell individual products. 5. Personalization and customization: When choosing a good B2B platform, ensure that it is flexible enough to suit your needs at different stages of your business. It should allow you to scale up and down whenever you want. You should be able to change the appearance of your storefront from the backend. Make it suit your needs and that of your potential client. For example, you can choose the features that you think are important for your clients such as an increase in the number of photos you can upload a product. For personalization, choose a platform that targets customers with something they are interested in based on their recent searches. This ensures that potential customers are made aware of your products and are directed to your storefront. There are many popular and smaller, dedicated B2B e-commerce platforms to choose from on the internet. You need to choose a platform that takes care of your needs as well as those of the customer. Also, if an e-commerce platform can help customers discover your page with ease, it is the right platform for you. Read Also: How Social Media Can Boost Up The E-Commerce Industry 7 Ways Technology Can Help In Customer Management And Sales Tags In E-Commerce: This Is Why They Are Important Top 10 Features To Have In Marketing Automation Platforms 5 Reasons To Use Magento For Your Next Ecommerce Website

Behavioral Targeting – A potential DSP strategy for media campaigns

5 Major Tips to Increase Employee Engagement in a Call Centre Industry

Tags

Lucia Patterson

Lucia Patterson is the woman behind TheLegalGuides, a blog solely focused on legal guides, tips, and advice. Lucia loves essay writing and blogs at EssayWritingGuides from her college days.

Leave a Reply Cancel reply

Popular

Technologies For Creating A Startup Idea

How to Download Facebook Videos on Android?

7 Rules of Effective Ecommerce Web Design

The 10 WordPress Plugins Every Sucessful Blogger Uses

Follow Us

Recent

Transforming Education: The Impact Of Online Assessments And Learning Solutions

Beam Me Up! 5 Fascinating Facts About The Star Trek Universe

Feline Feast: Exploring The Benefits Of A Raw Cat Food Diet

The Importance Of Proper Cutting When Preparing Meals

Related

Cold Calling Script for Successful Sales Persons

5 Unusual Social Media Tips That No One Will Know About

The Right B2B E-Commerce Platforms to Sell Your Used Machinery

Behavioral Targeting – A potential DSP strategy for media campaigns

Share this Article

5 Major Tips to Increase Employee Engagement in a Call Centre Industry

Tags

Lucia Patterson is the woman behind TheLegalGuides, a blog solely focused on legal guides, tips, and advice. Lucia loves essay writing and blogs at EssayWritingGuides from her college days.

Leave a Reply Cancel reply

Popular

Follow Us

Recent

Related