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Targeting – Performance Marketing (1/5)

1. April 2009 – 14:58

It is clear, that for a successful marketing communication of any kind following points are the most important conditions:

  • 1. Our own Target group to determine & 2. them reach.

Selective perception
The capacity of the recipient (selective perception) is limited.
The desire for increased efficiency & Effectiveness of advertising is therefore understandable.

  • It demands that right people at the right time in the right place for them to relevant content to achieve.

High budgets are planned for this, But where to invest? Many know the phrase:

  • “I know half of the money I spend on advertising is wasted, but I can never find out which half” (John Wanamaker).

In. Performance Marketing- BVDW
"Performance Marketing" was coined in this context as a term. The Federal Association of Digital Economy (BVDW) defined:

  1. Performance Marketing is an integral part of the media mix for the Customer Acquisition & Kundenbincontent.
  2. Through the use of different advertising media measurable responses & Transactions achieved with the user.
  3. A maximum Interaction (also ein Involvement) is targeted & possible individual reaches speech.

II. Targeting - reach audiences online exactly - The magic word of the online advertising sales

  1. Target (eng. Objective / target) Originally from the banner ads and called targeted advertising on the Internet. More specifically,: The reduction of scattering losses & Improving the effectiveness of campaigns.


Advertising without wastage for a targeted approach

  1. Desired target groups are reached, accept without having to stray losses.
  2. A more efficient communication is achieved, by advertising is only based on predetermined criteria appear specially for pre-selected users. Basis for distribution of advertising material is user data from the segmentation criteria and target types. More specifically,: A focus group placement is based on demographic and psychographic characteristics, on behavior patterns, Context, and milieus.
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