Marketing Campaign |

If you’ve been involved in marketing during the past decade, you’ve probably noticed that things are a bit different since this whole ‘online’ thing got underway.

While being online has starting to become an ‘ordinary’ part of many people’s day-to-day lives, the experience of being online is very different from any other type of popular media.

Those of us over the age of twenty clearly remember a world without the ‘Internet’. Back in those olden days most media consisted of marketing channels to which the majority of the population flocked. In exchange for giving people access to this content, advertisers were given access to the people who came to visit. They tossed their messages in front of us as we wandered around hoping that something would catch our eye. Sometimes it did. Mostly it didn’t.

Because these mass marketing models were based on ‘quantity’ and not ‘quality’ of consumers, there was an up-front expectation that there would be a tremendous amount of waste. Advertisers understood that even if they were targeting the very best demographic group for an offer the vast majority wouldn’t even see or respond to the marketing offer.

For marketers, it was the safety in numbers advertising approach that kept them going.

This approach also trained us, as consumers, to understand that our direct involvement in the marketing process wasn’t really necessary. The TV commercials would continue to run whether we watched them or not; the print ads would stay right where they were printed even if we didn’t open the magazine or newspaper; the ad on the side of the bus would keep moving down Main Street would keep going even if we ignored it.

But the arrival of the online world started to change things and pretty dramatically. Consumers now have millions of “channels” to choose from and advertisers have fewer places where they will reach mass markets. In fact, the very structure of the Internet means that consumers don’t even need to look at or interact with advertising anymore…unless they really want to.

Culturally we’ve developed a number of ways to share information with one another. We’ve also learned how to customize messages so that they reach specific people. We never pick up the phone and think ‘Okay, I need to talk to every person on Earth. What’s the number?’ We don’t send an email to everybody in the company every time we have a thought to share with Sandy in accounting.

When we start any new marketing campaign we need to first think about who the campaign is trying to reach. What is the ultimate goal? What is the campaign saying? What obstacles can get in the way of the right consumer receiving the message? What should the consumer do to take advantage of the offer?

In the past mass marketing has represented the ultimate delivery mechanism for advertising messages but paints the audience with such a broad brush that its goal of reaching the right people can’t be efficiently kept. To be truly effective, a delivery system has to reach the greatest number of individual consumers who can take action on the message being sent.

The bottom line is that a message that reaches 1,000,000 of the wrong people isn’t more effective than a message that reaches a single right person.

The ultimate goal of effective advertising is to maximize effectiveness while reducing waste. Correctly targeting a campaign means first identifying who the best people to receive a particular offer are and how to go about identifying where they are.

When we target online audiences that are three primary areas of exploration:

1. Contextual targeting
2. Database targeting
3. Behavioral targeting

Let’s take a closer look at the differences between these three areas.

Contextual Targeting

The simple definition for contextual targeting is the placement of messages where the people most likely to be interested are most likely to see it. Contextual targeting is perhaps the oldest type of targeted marketing. For years, trade magazines, area newspapers, local television stations and local radio stations have served as channels for contextual Marketing Campaigns.

Because each channel caters to a specific range of the population either based on topic interest or region, advertising using contextual targeting has generally meant reaching an audience that has already been ‘filtered’ down to a common interest or locale.

In online marketing, contextual marketing works in a similar way. Many web sites focus on, or have sections that focus on a single or limited range of topics. Like trade publications, these sites attract a self-selected audience who share a common interest whether its butterfly collecting, paintball battlefield strategies or exploring the validity of UFO sightings. For advertisers looking to communicate with these specific groups, good targeting is as easy as placing topically relevant ads on those pages.

Demographic Targeting

Demography covers a broad range of ways a population can be sliced up to define certain segments. A few of the more traditional segments include:

• Age/ Lifecycle
• Gender
• Race/Ethnicity
• Socioeconomic status
• Location of residence
• Religion
• Nationality
• Occupation
• Education level
• Family size
• Marital status
• Ownership (of home, boat, car, etc.)
• Language

While many of these characteristics can effectively narrow a population down into an audience, traditional demography often offers just a generalized benchmark of behavior.

For example, I currently live in a fairly rural part of the country. While I share a number of demographic characteristics with other people within my particular zip code (middle aged, white, own my own home, went to college, married, speak English, or a variant thereof) those benchmarks do a lousy job at identifying us as a whole or me as an individual. My little town runs the gamut of religious and spiritual beliefs, political leanings, socioeconomic levels, education and what’s considered a fun way to spend a Saturday evening. In short, we share very few characteristics as a population apart from our choice to live in the same part of the country.

For marketers trying to reach ‘us’ based solely on where we live, the results of any geographically targeted campaign are going to be just about as untargeted as you can get.

To reach a more refined group of people based on attributes that aren’t as generalized as most demographic groups, marketers need to find ways to measure ‘who’ consumers are instead of ‘what’ they are.

Here are a few more recent targeting approaches that marketers are using to reach highly refined audiences.

Psychographic Targeting

For marketers to effectively target any audience they need to have a clear understanding of the personal interests that the target audience shares. Social scientists categorize this segmentation as the study of psychographics. Psychographics are commonly defined as individual attributes directly relating to personality, values, interests or lifestyles. There are sometimes referred to as IOA variables or characteristics (for Interests, Attitudes and Opinions). Psychographics often target the most personal parts of who we are.

We belong to multiple psychographic ‘groups’ based on our interests as individuals. Our relationship with each group ranges from little involvement to whole involvement. For example, I may take my bicycle out for a short spin on a warm summer day. This action classifies me as a bicyclist and helps me to identify with other people who enjoy riding bicycles. However, my involvement in this group is very different from the guy who’s training for an upcoming Tour de France and spends 6 hours a day on his bicycle. My identity with bicycling is one of enjoyable weekend pastime while for the guy in training it’s almost on par with being a lifestyle. If given the opportunity to purchase bicycling paraphernalia I’m going to have a different perspective as to its value and necessity than he will.

Marketers looking to reach a thin-sliced audience need to understand common shared traits and how individuals in these groups ‘weigh’ their interests in these areas. Whether targeting deer hunters, urban dwellers, backgammon players, people of Scotch-Irish descent, unicyclists or guys who mow their lawns on Saturday morning, the value of each psychographic slice is going to depend on how the people in these segments define themselves.

Technographic Targeting

Online targeting is often restricted by technological limitations that prevent marketers from reaching consumers. For marketers to effectively reach consumers it’s often necessary to know where potential obstacles or bottlenecks exist.

Technographic targeting focuses on identifying the technological foundations that consumers are using to connect with the Web. This includes things like computer CPU speeds, Internet connection speeds, Operating Systems, browser types, browser versions, and drivers or extra software availability.

A common example of technographic targeting is measuring the online bandwidth capabilities of a visitor to a web site. For example, if, as a marketer, I wished to send a video based ad to my target audience I’m going to want to know if they can receive the ad. While broadband adoption over recent years has made this task easier, there are still millions of people worldwide who are using dial-up modems to get online. Without knowing how my target audience accesses the web, I run the risk of wasting impressions by sending ad content to people who can’t receive it.

On the other hand, by measuring the connect speed of my target audience, I can then sort that audience out into sub-groups and provide separate ad units for each group.

Technographic measuring can also tell marketers a lot about a potential customer. A high-tech company looking to introduce a new cutting edge product can effectively target prospects by measuring the operating system on the recipient’s computer. Prospects running the most recent versions of Windows or the Macintosh OS might be classified as being technologically savvy while prospects still running Windows 98 on a 7 year old PC are probably not good candidates for marketers looking to reach ‘early adopters’.

Centrographic Targeting

While geographical targeting is generally considered part of standard demography there are a few variations that fall outside of the basic geographic targeting realm. Whereas most geographic targeting focuses on regions and areas of the country and world based on their proximately to one another, centrographic targeting focuses more on population characteristics that can be associated with specific regions.

For example, every winter across the Northern United States there is a need for snow removal services. There is also a need for services like heating system maintenance, fuel delivery and sales of things like ice scrapers and snow tires. Meanwhile, in the Southwestern United States the need for these services or products each winter is very limited or non-existent. On the other hand, the hot summers in the Southwest requires air conditioning and home cooling services that are not always necessary in the North.

Centrographic targeting can also identify and isolate differences between population groups. For example, people living in a city like New York are going to have a different perceived need for products and services than people living a few hours north in rural New York might. Even staying within the boroughs of New York, the cultural diversity of different ethnic groups alone makes for dozens of unique regional markets.

Significant differences can also exist among cultural groups that share a similar language and history, or current geography. For example, Hispanic populations living in Southern California and those living in Southern Florida may share common cultural histories and ancestry but represent very unique markets based on unique regional characteristics.

While reaching those audiences requires a new layer of understanding on the parts of marketers, if used correctly the ability to reach more of the right consumers with any marketing offer is also going to result in greater effectiveness and much less waste.

Rob Graham – LearningCraft, LLC.
October 1, 2007

Rob Graham
http://www.articlesbase.com/marketing-articles/how-to-target-your-online-marketing-to-reach-the-right-customers-with-the-right-offer-229714.html

Some business owners opt to start an affiliate Marketing Campaign as part of their overall marketing strategy. In most cases the affiliate marketing campaign is only a small portion of the overall marketing strategy but there are some business owners who opt to rely exclusively on this type of marketing. The main purpose of doing this is to save money while still achieving valuable advertising. However, once a business becomes more successful they should consider being more proactive and combining affiliate marketing with other types of Internet marketing such as placing banner ads and orchestrating an email marketing campaign. This article will take a look at what affiliate marketing is and will provide insight into why this is popular and how it can be used effectively.

An affiliate marketing program or campaign is essentially a situation where other website owners place ads for your business on their websites. These website owners are known as affiliates. It is important to understand how this type of marketing works. In general the affiliates are given code for your banner ad to place on their website and given the freedom to promote their own website as they see fit. In promoting their website they are also attracting attention to your website because of the banner ad directing visitors to your own website in turn creating some top paying affiliates.

One of the most appealing elements of affiliate marketing is the affiliate is only compensated when he produces a desired result. This means the business owner is not obligated to pay the affiliate unless the affiliate is successful. Success may be defined by the best affiliate marketing method, generating traffic to the website, resulting in a sale or even resulting in the Internet user registering on your website or filling out a survey. The compensation for affiliates is generally based on cost per click, cost per lead or cost per sale. Cost per click and cost per lead are usually paid in terms of a flat fee which is awarded to the affiliate each time an Internet user either simply clicks through the banner ad on his website or performs a specific action after clicking through the ad. Cost per sale may result in the affiliate being awarded a flat fee or a percentage of the sale depending on the agreement between the business owner and the affiliate.

The most effective use of internet marketing affiliate programs is to actively seek out affiliates with a proven track record of promoting the businesses which they support. Most affiliate programs are open to anyone with a website and it is not necessarily damaging to allow those who are not particularly knowledgeable about marketing to run your banner ad but it is far more worthwhile to seek out affiliates who are quite adept and generating website traffic to their own website. This is important because the more visitors they receive each month the more likely your website it to receive interest from visitors who click on the affiliates banner ad.

Another aspect of affiliate marketing which can contribute to success or failure is the design of your banner ads. It is important to remember affiliate marketing is viewed the same way other types of marketing are viewed and care should be taken to create banner ads which will be appealing to your target audience.

Need more information on affiliate marketing? Visit my Blog Today!

Alex Shelton
http://www.articlesbase.com/affiliate-programs-articles/learn-how-to-start-an-affiliate-marketing-campaign-260187.html

Making money through internet affiliate marketing promotion business online is one of the most rewarding careers one could ever have. What’s good about this internet affiliate marketing promotion business online is that anyone can join and make their way to success. Internet affiliate marketing promotion business online has been known to be cost-efficient, assessable method of conveying long-term results. In fact, you can start even with a shoe string budget. And with internet affiliate marketing promotion business online, you can have the benefit of working from home and enjoying the freedom and flexibility of working for yourself.

However, there are also some people who failed in this kind of internet affiliate marketing promotion business online. It could be because they lack knowledge and tactics. If you are a web site owner and you want to join in an internet affiliate marketing promotion business online, you should know where to get great online affiliate marketing programs.

READ THIS: If you are truly serious about how to make big money on the internet at home. You’ll discover how to make big money on the internet at home with Clickbank. Clickbank is one of the largest marketplaces on the internet right now. There are a ton of products waiting for you to promote and sell. You’ll find thousand and thousand niche & good products out there!

Clickbank is an ideal place to start. Here, you can find one of the largest affiliate marketing programs in the industry. You just need to visit their site, http://www.clickbank.com and secure a clickbank ID. From the Clickbank’s home page, proceed to “Earn Commissions” and look for the products and services that perfectly fit you and your site. These products are typically ranked according to their popularity.

Clickbank is one of the affiliate marketing networks that serve as a 3rd party between the web merchants and the associated affiliates. It is responsible in providing the technology to deliver the merchant’s offers and campaigns. The affiliate marketing network also do the job of collecting commission fees from the merchant and giving it to the affiliate marketing entrepreneurs involved in the program.

Clickbank provides you a large and increasing network of publishers or affiliate marketing entrepreneurs to tap into. To be more specific, clickbank has more than 100,000 affiliate marketing entrepreneurs who are experts in finding potential customers for your online affiliate marketing program. The reason why more and more affiliates are joining Clickbank is obvious – the process of gaining commissions in this network is absolutely fair and transparent.

For web merchants, joining Clickbank is so easy. You just need to sign up in their site for free and allow them to sell your products. Keep up a promotional web site that gives your potential customers detailed information about your offered product or services. At your website, you must also maintain a comprehensive technical support pages for your product. In return, Clickbank will promote and sell your product, give customer service for your product, allow their affiliate marketing entrepreneurs to pass on traffic to your web site, enable you to encourage new affiliates to advertise your web site, furnish real-time sales reporting for you and the affiliates and send you and all affiliates a paycheck twice a month.

If you’re a Clickbank affiliate wannabe, you surely won’t find it hard to be a part of this affiliate marketing network. First, you are required to place their link on your website and if you don’t have a Clickbank account, you need to complete the Clickbank affiliate form and create your own account. Then, if you already have a Clickbank username, you are free to choose whatever marketing tools you want to use bring in more clicks and generate more sales. After selecting marketing tools, you can now get your affiliate link.

Personally, I believe that there are a lot of niche products in Clickbank marketplace. Also, it is NOT easy to become a super affiliate marketing entrepreneur and make big money on the internet at home with Clickbank marketplace overnight! You have to learn and follow the exactly steps of how to become a super affiliate marketing entrepreneur.

That’s how simple it is to join Clickbank. But being a Clickbank super affiliate is no minor achievement. It means you need to possess the ability to sell lots of affiliate products. You also need to have expertise in search engine optimization, email marketing, newsletter marketing, reciprocal linkage, link exchanges and other methods of promoting your merchant’s goods and services.

Among the top inside secrets to become successful in internet affiliate marketing promotion business online is to come up with great content based website and put your affiliate links in all your content. Your main purpose here is to give your visitors high quality content about the things they are interested in. Set aside the job of selling. It must be done by the sales letter page you are transferring them to. Another reason why you have to provide high quality content is that you need your visitors come back again and again to your website. That’s a real home based business opportunity in this internet affiliate marketing promotion business online!

Promote multiple online affiliate marketing programs in your website but don’t promote everything the world has to offer. Just choose the online affiliate marketing programs that fit your site and focus on it. Then, it is advisable to automate the whole process, giving you more time for other ventures. Yes, you’ve read it right! Automation is another key to become a super affiliate.

Of course, you have to spend more time in reading, learning and taking up the changes in internet affiliate marketing promotion business online. Through this, you’ll remain on top of the trends. If you are knowledgeable with online marketing, you’ll understand how important it is to stay up-to-date. In this kind of internet affiliate marketing promotion business online, what worked and what was accepted few months ago may not work at present. So always see to it that you know what’s new in internet affiliate marketing promotion business online everyday.

Sign up now to get up-to-date wealthy of informative about online home based business internet affiliate marketing. You’ll discover a ton of tips, secrets and techniques how to make big money online at home through your own highly profitable online home based business internet affiliate marketing. Also, you’ll learn exactly from the highly successful affiliate marketing entrepreneurs.

It’s really hard to be a Clickbank super affiliate, but you shouldn’t say NO to the thought of giving up. Bear in mind that in internet affiliate marketing promotion business online, you need to develop persistence, patience and knowledge. These traits will teach you to carry on no matter how tough the job is. Also, check your statistics. This will help you find out what is working and what is not. Make necessary changes if needed but do it one at a time and be patient.

Don’t forget that in internet affiliate marketing promotion business online, everything won’t take place overnight. And it will not happen without blood, sweat and hefty time commitment. Again, just encompass patience, persistence and knowledge; then do above mentioned tactics. Before you recognize it, you will start gaining profits. Believe me; the fruits of all your efforts here in internet affiliate marketing promotion business online will be way too sweet.

Finally, I am sure that you can make big money on the internet at home through your own internet affiliate marketing promotion business online if you are eager self-learning, patience and persistence. I highly recommend you to start learn how to become a super affiliate marketing entrepreneur from Rosalind.

Learn Affiliate Marketing of how to become a super affiliate marketing and make big money on the internet at home through your highly profitable internet affiliate marketing promotion business online NOW!

zmilliondollars
http://www.articlesbase.com/online-business-articles/discover-how-to-become-a-super-affiliate-internet-marketing-make-big-money-on-the-internet-at-home-with-clickbank-119846.html

You, Internet and Network Marketing – How does it work?

If you are reading this article, you must be wondering how internet is related in your network marketing business. Before I started to do online prospecting last year, I thought that building my MLM business on the internet is not possible. I have heard rumors that there are a lot of scams that tricked people into believing that it is possible to do online prospecting.

I have been doing traditional offline prospecting for almost 5 years in this industry. I have faced countless of rejections and done a lot of cold calls. Still there is no much success. Till last year in 2007, I decided to look for help. I found an Expert who is an Internet network marketer. We have a coaching session and he taught priceless lessons that help me to recruit hundreds of downlines in less than 3 months.

So how does it work? Internet marketing has been around for a long time about a decade. Thousands of people have made millions of dollars online. To succeed in doing network marketing prospecting online, you need to understand the basic principle of how it worked in the internet marketing industry.

The 3 Basic principles to succeed online

This is the 3 basic principles that you must follow to succeed online:

1)    Create your own marketing system. Most people do not understand that to make money online, you need to create your marketing system. You cannot have the mindset of a “get rich quick” mentality. Adopting the right mindset will determine your failure or success.

2)    Set up your leads generation system. Leads are your lifeblood of your internet and network marketing business. Without leads, there is no one to pitch your business opportunity or sell your products. Example of a leads generation system is article marketing.

3)    Set up your email marketing system. You need to purchase an auto responder to write emails and send it out to your prospects in automation. It acts as your sales assistant to help you build relationships with your prospects and sell your products.

Now you have understood the 3 basic principles how to succeed online, next, I am going to share with you what my mentor taught me about how internet and network marketing is related and how to use internet into your secret weapon to build a huge motivated team.

5 Tips on Building your internet and network marketing business

Actually, there is no secret to success. You just have to adopt the right mindset and apply the right methods of building your internet and network marketing business. There is no two ways about it. You have to focus, remain focus at all times.

1)    The first thing you need to do is to create your squeeze page, often called the lead capture page. It is a mini website that you use to capture your prospects name and email address. The purpose is to follow up with them using the auto responder.

2)    Next, purchase an auto responder. I personally use “GetResponse.com” for most of my internet and network Marketing Campaigns. Create your opt in form and insert it in your squeeze page. If you do not know how to do it, you can purchase video tutorials or visit my blog at http://MLMBloglistExpert.com for free network marketing list building video tutorials.

3)    Direct traffic to your lead capture page. I can’t deny that traffic generation is the most difficult step in building your internet and network marketing business. Most people give up at this step as it could take weeks and months to drive traffic to your website. There is a few strategies you can apply to drive traffic.

My favorite traffic generation methods are article marketing and video marketing. Sometimes traffic can comes instantly using video marketing. It simply works like magic.

4)    Write responsive emails. Now you have a list. The next stumbling block you need to overcome is to create emails that are filled with content and soft selling. Network marketing prospecting starts in email marketing. To succeed in network marketing prospecting online, you need to build strong relationships with your prospects.

Once you have gained trust and credibility from your prospects, you can proceed to pitch your business opportunity to or sell network marketing home study courses.

5)    Finally, create your network marketing blog. This is the next step in network marketing prospecting. Blogging is a great way to brand yourself as an expert. You gained credibility instantly once you have great contents posted to your blog daily.

Conclusion

Now you have learnt how internet and network marketing is related in helping you to build your MLM business online. You will see results when you abide by the basic principles and the advice that my mentor taught me. There are tools and resources available to help you get started in your network marketing prospecting campaign.

Simply go to my resource box and click onto my link to find out how to move your internet and network marketing business to the next level. I am looking forward to see you on the other side and all the best to your network marketing prospecting campaign.

Winson Lim
http://www.articlesbase.com/mlm-articles/you-internet-and-network-marketing-5-tips-on-building-your-mlm-business-705354.html

If you’ve been involved in marketing during the past decade, you’ve probably noticed that things are a bit different since this whole ‘online’ thing got underway.

While being online has starting to become an ‘ordinary’ part of many people’s day-to-day lives, the experience of being online is very different from any other type of popular media.

Those of us over the age of twenty clearly remember a world without the ‘Internet’. Back in those olden days most media consisted of marketing channels to which the majority of the population flocked. In exchange for giving people access to this content, advertisers were given access to the people who came to visit. They tossed their messages in front of us as we wandered around hoping that something would catch our eye. Sometimes it did. Mostly it didn’t.

Because these mass marketing models were based on ‘quantity’ and not ‘quality’ of consumers, there was an up-front expectation that there would be a tremendous amount of waste. Advertisers understood that even if they were targeting the very best demographic group for an offer the vast majority wouldn’t even see or respond to the marketing offer.

For marketers, it was the safety in numbers advertising approach that kept them going.

This approach also trained us, as consumers, to understand that our direct involvement in the marketing process wasn’t really necessary. The TV commercials would continue to run whether we watched them or not; the print ads would stay right where they were printed even if we didn’t open the magazine or newspaper; the ad on the side of the bus would keep moving down Main Street would keep going even if we ignored it.

But the arrival of the online world started to change things and pretty dramatically. Consumers now have millions of “channels” to choose from and advertisers have fewer places where they will reach mass markets. In fact, the very structure of the Internet means that consumers don’t even need to look at or interact with advertising anymore…unless they really want to.

Culturally we’ve developed a number of ways to share information with one another. We’ve also learned how to customize messages so that they reach specific people. We never pick up the phone and think ‘Okay, I need to talk to every person on Earth. What’s the number?’ We don’t send an email to everybody in the company every time we have a thought to share with Sandy in accounting.

When we start any new marketing campaign we need to first think about who the campaign is trying to reach. What is the ultimate goal? What is the campaign saying? What obstacles can get in the way of the right consumer receiving the message? What should the consumer do to take advantage of the offer?

In the past mass marketing has represented the ultimate delivery mechanism for advertising messages but paints the audience with such a broad brush that its goal of reaching the right people can’t be efficiently kept. To be truly effective, a delivery system has to reach the greatest number of individual consumers who can take action on the message being sent.

The bottom line is that a message that reaches 1,000,000 of the wrong people isn’t more effective than a message that reaches a single right person.

The ultimate goal of effective advertising is to maximize effectiveness while reducing waste. Correctly targeting a campaign means first identifying who the best people to receive a particular offer are and how to go about identifying where they are.

When we target online audiences that are three primary areas of exploration:

1. Contextual targeting
2. Database targeting
3. Behavioral targeting

Let’s take a closer look at the differences between these three areas.

Contextual Targeting

The simple definition for contextual targeting is the placement of messages where the people most likely to be interested are most likely to see it. Contextual targeting is perhaps the oldest type of targeted marketing. For years, trade magazines, area newspapers, local television stations and local radio stations have served as channels for contextual Marketing Campaigns.

Because each channel caters to a specific range of the population either based on topic interest or region, advertising using contextual targeting has generally meant reaching an audience that has already been ‘filtered’ down to a common interest or locale.

In online marketing, contextual marketing works in a similar way. Many web sites focus on, or have sections that focus on a single or limited range of topics. Like trade publications, these sites attract a self-selected audience who share a common interest whether its butterfly collecting, paintball battlefield strategies or exploring the validity of UFO sightings. For advertisers looking to communicate with these specific groups, good targeting is as easy as placing topically relevant ads on those pages.

Demographic Targeting

Demography covers a broad range of ways a population can be sliced up to define certain segments. A few of the more traditional segments include:

• Age/ Lifecycle
• Gender
• Race/Ethnicity
• Socioeconomic status
• Location of residence
• Religion
• Nationality
• Occupation
• Education level
• Family size
• Marital status
• Ownership (of home, boat, car, etc.)
• Language

While many of these characteristics can effectively narrow a population down into an audience, traditional demography often offers just a generalized benchmark of behavior.

For example, I currently live in a fairly rural part of the country. While I share a number of demographic characteristics with other people within my particular zip code (middle aged, white, own my own home, went to college, married, speak English, or a variant thereof) those benchmarks do a lousy job at identifying us as a whole or me as an individual. My little town runs the gamut of religious and spiritual beliefs, political leanings, socioeconomic levels, education and what’s considered a fun way to spend a Saturday evening. In short, we share very few characteristics as a population apart from our choice to live in the same part of the country.

For marketers trying to reach ‘us’ based solely on where we live, the results of any geographically targeted campaign are going to be just about as untargeted as you can get.

To reach a more refined group of people based on attributes that aren’t as generalized as most demographic groups, marketers need to find ways to measure ‘who’ consumers are instead of ‘what’ they are.

Here are a few more recent targeting approaches that marketers are using to reach highly refined audiences.

Psychographic Targeting

For marketers to effectively target any audience they need to have a clear understanding of the personal interests that the target audience shares. Social scientists categorize this segmentation as the study of psychographics. Psychographics are commonly defined as individual attributes directly relating to personality, values, interests or lifestyles. There are sometimes referred to as IOA variables or characteristics (for Interests, Attitudes and Opinions). Psychographics often target the most personal parts of who we are.

We belong to multiple psychographic ‘groups’ based on our interests as individuals. Our relationship with each group ranges from little involvement to whole involvement. For example, I may take my bicycle out for a short spin on a warm summer day. This action classifies me as a bicyclist and helps me to identify with other people who enjoy riding bicycles. However, my involvement in this group is very different from the guy who’s training for an upcoming Tour de France and spends 6 hours a day on his bicycle. My identity with bicycling is one of enjoyable weekend pastime while for the guy in training it’s almost on par with being a lifestyle. If given the opportunity to purchase bicycling paraphernalia I’m going to have a different perspective as to its value and necessity than he will.

Marketers looking to reach a thin-sliced audience need to understand common shared traits and how individuals in these groups ‘weigh’ their interests in these areas. Whether targeting deer hunters, urban dwellers, backgammon players, people of Scotch-Irish descent, unicyclists or guys who mow their lawns on Saturday morning, the value of each psychographic slice is going to depend on how the people in these segments define themselves.

Technographic Targeting

Online targeting is often restricted by technological limitations that prevent marketers from reaching consumers. For marketers to effectively reach consumers it’s often necessary to know where potential obstacles or bottlenecks exist.

Technographic targeting focuses on identifying the technological foundations that consumers are using to connect with the Web. This includes things like computer CPU speeds, Internet connection speeds, Operating Systems, browser types, browser versions, and drivers or extra software availability.

A common example of technographic targeting is measuring the online bandwidth capabilities of a visitor to a web site. For example, if, as a marketer, I wished to send a video based ad to my target audience I’m going to want to know if they can receive the ad. While broadband adoption over recent years has made this task easier, there are still millions of people worldwide who are using dial-up modems to get online. Without knowing how my target audience accesses the web, I run the risk of wasting impressions by sending ad content to people who can’t receive it.

On the other hand, by measuring the connect speed of my target audience, I can then sort that audience out into sub-groups and provide separate ad units for each group.

Technographic measuring can also tell marketers a lot about a potential customer. A high-tech company looking to introduce a new cutting edge product can effectively target prospects by measuring the operating system on the recipient’s computer. Prospects running the most recent versions of Windows or the Macintosh OS might be classified as being technologically savvy while prospects still running Windows 98 on a 7 year old PC are probably not good candidates for marketers looking to reach ‘early adopters’.

Centrographic Targeting

While geographical targeting is generally considered part of standard demography there are a few variations that fall outside of the basic geographic targeting realm. Whereas most geographic targeting focuses on regions and areas of the country and world based on their proximately to one another, centrographic targeting focuses more on population characteristics that can be associated with specific regions.

For example, every winter across the Northern United States there is a need for snow removal services. There is also a need for services like heating system maintenance, fuel delivery and sales of things like ice scrapers and snow tires. Meanwhile, in the Southwestern United States the need for these services or products each winter is very limited or non-existent. On the other hand, the hot summers in the Southwest requires air conditioning and home cooling services that are not always necessary in the North.

Centrographic targeting can also identify and isolate differences between population groups. For example, people living in a city like New York are going to have a different perceived need for products and services than people living a few hours north in rural New York might. Even staying within the boroughs of New York, the cultural diversity of different ethnic groups alone makes for dozens of unique regional markets.

Significant differences can also exist among cultural groups that share a similar language and history, or current geography. For example, Hispanic populations living in Southern California and those living in Southern Florida may share common cultural histories and ancestry but represent very unique markets based on unique regional characteristics.

While reaching those audiences requires a new layer of understanding on the parts of marketers, if used correctly the ability to reach more of the right consumers with any marketing offer is also going to result in greater effectiveness and much less waste.

Rob Graham – LearningCraft, LLC.
October 1, 2007

Rob Graham
http://www.articlesbase.com/marketing-articles/how-to-target-your-online-marketing-to-reach-the-right-customers-with-the-right-offer-229714.html

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http://www.articlesbase.com/online-promotion-articles/learn-the-best-way-to-get-an-opt-in-email-marketing-campaign-running-successfully-739088.html

Mitch Meyerson is a Guerrilla Marketer and founder of Guerrilla Marketing Coaching.

Someone recommended this book to me a while ago. I looked it up on Amazon, saw the cover and backtracked. The cover sends very strong out-of-date signals to me. If you are going to read something on internet marketing you want it to be up-to-date, don’t you?

Then a few more people recommended the same book. I thought my reaction to the book cover might be a culture thing. I’ve been living in France for a long time after all. A country proud of its design culture.

So I took the time to read that Michael Gerber had written the forward to the book. Now I listened. I strongly recommend anyone starting a company to read Michael Gerber’s book, The E-Myth. I avoided looking at the book cover and ordered the book.

To my surprise, once I opened the book I really enjoyed Mastering Online Marketing. I ended up reading the entire book in one sitting. And I got my notebook out and took notes. Not really because I was learning new things. But because the book inspired me.

It gave me new ideas of what I should be doing on my own websites and for my online business. And I have already implemented a few of them this morning.

Unlike the cover, the content is very up-to-date. It was actually published in 2008. I particularly liked the style of the content inside the book. It is very clear. Very easy to read. Very useful. And it inspires immediate action. There are tests, checklists and to-do lists at the end of each chapter to help you master your online marketing.

This book is perfect if you are just starting an online business or if you feel you have let your current online marketing slip and need to review your strategies. This book is a kind of inspiration workbook for you to set up your online marketing strategy. It guides you to decide where you should spend your time to make your business a success.

It is obvious the simplicity within the book is distilled from expert knowledge and sound business practices. A lot of thought and expertise went into writing it.

Mastering Online Marketing starts off with a few of the principles in The E-Myth. There is a Business Mindset Self-Assessment Test and a Marketing Mindset Self-Assessment Test. The first few chapters help you to step away from your hands on tasks and evaluate your strategic marketing plan.

There are chapters covering everything else you need to incorporate into you online marketing plan:

• Your products and services
• Design and navigation
• Web copy
• Traffic conversion
• Automation
• Multimedia
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• People power
• Web 2.0
• The importance of momentum

At the end of each of these chapters a check list helps you to clearly identify your action plan. Your action items are business focused.

I’m not going to put this book back on the bookshelf just yet. I want to go back and review some of those check lists again.

This is the book I’ll bring out again whenever I want to spend a short hour or two to review and improve my online marketing plan.

Why?

The book is so good it can actually help you to improve your online business in such a short time.

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http://www.articlesbase.com/internet-marketing-articles/book-review-mastering-online-marketing-by-mitch-meyerson-718810.html

Trying to grow your Network Marketing business can be difficult and frustrating. Especially when the things your upline tell you to do doesn’t work for you. It’ll have you asking yourself, “how can I grow my Network Marketing business”.

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The tips to growing your Network Marketing business are:

1. Identify the right people. This is important. Identifying the right people will make it easier to grow your downline. An example of the right person could be if you market weight loss products, the right person would be someone who is looking to lose weight.

Or if you market a health beverage, the right person would be someone who wants to improve their health so that they don’t get sick as often. If you’re marketing travel, the right person could be someone who travels frequently.

2. Understand the benefits of the products and service of your Network Marketing company. This will let you know why someone would buy from you. It’s a great way to target who will buy from you, too. Also, it will help you understand what people are looking for in the products and services that you market.

3. Have an effective system that finds or attracts the right people to you. If you are looking to succeed in your Network Marketing business, you need to have a system. Your system should be something you and your downline can use.

It’s how all of the big money makers are bringing in thousands of dollars.

These are some tips on how you can grow your Network Marketing business. If you’re serious about growing your home business, be sure to use the tips above. This is the perfect time for you to build your downline. Let this be the year you excel in your business.

Now that you know the answer to your question, “how can I grow my Network Marketing business”, go out and succeed.

Tony Bernard
http://www.articlesbase.com/home-business-articles/how-can-i-grow-my-network-marketing-business-3-simple-tips-704834.html

Exxon Mobil

like how does specifying one certain age hurt or help the community.

It affect our society in positive and negative ways. Positive because it will help minimize the clutter and information overload. Negative because it could falsely persuade you to buy things that you would not have on your own.