Transcript Business Strategies in Targeted Internet Marketing

Eric Palmer, Stefani Grunewald, Zachary King, Kevin Sipe
IS 3040-01
Summer Semester
Dr. Sneha

Purpose:This Research paper examines consumers and how
companies try to market to them on the internet. The
Research Question is to determine “What strategies do
marketers use in Targeted Internet Marketing?”
Design: Understanding consumer trends and new
technologies will help determine which internet marketing
strategies are the most beneficial.
Results: New targeted marketing strategies are emerging
and helping business reach customers in new ways, but
some strategies are not up to par with their marketing
potential.
Keywords: One to one marketing, specific interests
marketing, geo-targeting, targeted internet marketing,
niche marketing, personalized marketing, eMarketing.
Marketing is the important process of determining the
products or services that may be of interest to customers.
Marketing is the activity and the strategies used to gain a
customer’s attention and convince them that a certain
product or service is something that they need and must
have.
 New technology is changing the way the world functions,
new strategies must be developed to gain customers
attention.
 The internet is the primary area of promotion and
marketers must use a number of strategies

 one to one marketing, specific interests, niche marketing, and
geo-target marketing


One-to-one marketing is often called
personalized marketing.
One to one marketing uses a tactic called
product differentiation to make sure a
product is different from its competitors.
 One to one marketing is most useful when dealing
with internet.
 Information can be prioritized to a custom
interest and determine future methods by using a
customer configuration system.

Amazon.com is an example of a company
that uses “One to One” Marketing. It offers
target offers and products based on a
customer purchases and searches.

Individualized and tailored messages are
made by the internet and means to be the
ultimate form of one to one marketing.
 One example is of mobile commerce. It allows
marketers to connect directly with consumers
through phones, PDA, or laptop computers.

Webanalytics
 cutting edge internet tool that originated from the
need to better understand the usage of its websites
 Webanalytics is not just concerned with website
statistics, but the interaction between a site and its
customer (Simmons).
 It collects data from customer profiles, subscriptions,
and real time navigation of customers.

A challenge that One-to-one marketing has to face
is that some companies have a hard time effectively
managing data to effective personalize their efforts.
WHAT IS IT?
 Targeting consumers by
general factors such as
gender, age, location, etc

2007 – Facebook unveils
Facebook Ads

2009 – Facebook makes
$500 million in ads alone




What is it?
Goals
Benefits
Example (Left-handed golf clubs)
• Five Basic Steps
• Requires a ton of
research
• Iterative Process
• Not a one time
process



Uses same processes as traditional niche
marketing
Characteristics
Creation of jobs and careers

Keyword Analysis Tools
 Nichebot and WordTracker
▪ Terms to know: SEO and KEI

Tools to assist in website development and
hosting
 GoDaddy, Viaden

Ways to generate money
 Selling a niche market product
 Affiliate webpage advertising and Click-Through
commission
What is it?
 Targeting
consumers by
geographical
location

History
1983 – Global
Positioning System
(GPS) declassified
2005 – Creation of
Google Earth




Geo-location
 GPS
 Internet Protocol (IP)
addresses
 WiFi hotspots
 Cell phone signals
 Location-based Services
(LBS)
Twitter
 Follower Dashboard
• Ad Campaign
▪
▪
▪
▪
State
List of cities
Metropolitan region
Certain distance around a
physical address
▪ Integration of Google
Maps
▪
▪
▪
▪
▪
▪
Gender
Locations
Interests
Level of engagement
Users that one follows
Only affects ‘retweets’




The future for one to one marketing is extremely promising. With more
that 60% of the population using devices that connect to the internet,
more marketing areas are available.
The future in Specific Interest Targeted Marketing will probably branch
more into “Refer-a-friend” Marketing. People are more likely to be
willing to try a product if a trustworthy friend recommends the product
to them, and more often than not, the trustworthy friend has an
incentive to refer a friend.
Since the amount of websites on the Internet continues to rise
exponentially, the future of Internet niche marketing will only be more
difficult to compete in each year as these niches are discovered and the
voids in the market are filled
The battle over privacy continues between consumers and legislators.
Due to these concerns, geo-location isn’t taking off like expected. Some
consumers choose not to use location-based applications while others
embrace it head on (“Advertising Age”). Time will tell who the real target
is, the consumer or the advertiser.








"Applied Web Marketing In Plain English." Gordon Goodfellow & Inteltab. Web. 23
July 2011.
<http://www.personal.kent.edu/~lmarks/pptlect/AWM.pdf>
"Google Adwords Geo-Targeting." You Tube. Web. 22 Jul 2011.
<http://www.youtube.com/watch?v=JK9NzQRWCnA>.
"LOOK AHEAD 2011." Advertising Age 82.2 (2011): 4-21. Academic Search
Complete. EBSCO. Web. 22 July 2011.
"Tweets Dashboard." Advertiser Analytics. Web. 22 Jul 2011.
<http://business.twitter.com/advertise/analytics>.
Alsever, Jennifer. "Tell your friends about us." Inc 33.6 (2011): 99-101. Business
Source Complete. EBSCO. Web. 22 July 2011.
Carlson, Nicholas. "How Does Facebook Make Money?." Business Insider 18 May
2010: n. pag. Web. 22 Jul 2011. <http://www.businessinsider.com/how-doesfacebook-make-money-2010-5>.
Claburn, T.. "Social Networks Have Data To
Share. " InformationWeek 12 Nov. 2007: ABI/INFORM Global, ProQuest. Web. 22
Jul. 2011.
Gurin, Crystal"Market Research & Statistics: Internet Marketing, Advertising &
Demographics - EMarketer." Emarketor.com. Ed. Emarketor. 2 June 2011. Web. 23
July 2011. <http://www.emarketer.com/Articles/Print.aspx?1008417>.






Havenstein, Heather. "Facebook Unveils Ad Platform." PCWorld 7 Nov 2007: n.
pag. Web. 22 Jul 2011.
<http://www.pcworld.com/article/139385/facebook_unveils_ad_platform.html>.
Heine, Christopher. "Twitter Debuts ." ClickZ. N.p., 06 Apr 2011. Web. 22 Jul 2011.
<http://www.clickz.com/clickz/news/2041372/twitter-debuts-follower-dashboardgeotargeting-spigot>.
Kho, Nancy Davis. "Location, Location, (Geospatial) Location.." Information
Today 27.7 (2010): 1-46. EBSCO. Web. 22 Jul 2011.
Myers, Ginger S. "Niche Marketing Outside of the Box, but in the Black."
Www.UMD.edu. University of Maryland. Web. 23 July 2011.
Simmons, Geoff. "Marketing to Postmodern Consumers: Introducing the Internet
Chameleon." European Journal of Marketing 42.3 (2008): 299,299-310.
ABI/INFORM Complete. PROQUESTMS. 22 July 2011
<http://search.proquest.com/docview/237029223?accountid=11824>
Smith, Robert L., Ed Cesa, and Patrick Rappold. "A Marketing Guide for Small to
Medium Sized Primary Forest Products Processors." www.VT.edu. Virginia Tech.
Web. 23 July 2011.
http://woodscience.vt.edu/cfpmm/A%20Marketing%20Guide%20for%20Primary
%20Manufa