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In the competitive business world it is very important to understand customer behavior in order to predict their desire and requirements. Behavioral marketing is the term used to describe the marketing strategy adopted by advertisers to make their campaigns more effective. Behavioral marketing lets you get in front of your target audience when they are most likely to purchase your product or service. In behavioral marketing, the information is collected based on individual's web browsing behavior such as the searches they have made or the pages they have visited. This information is then used to decide which advertisement to be displayed to this individual. The advantage of behavioral marketing is that it delivers the advertisement to the users who are most likely to be influenced by them. The targeted audience could be based on factors like geography, demographics, the surrounding content etc. Behavioral marketing are also used on ecommerce or retail sites as a method to offer the relevant products and promotions on a visitor by visitor basis. Behavioral marketing focuses on mainly four types of customers:

o Economic Shoppers: These are the shoppers who are interested in product quality, prices, value and other economic factors.

o Ethical Shoppers: These are the shoppers who avoid websites which are unethical.

o Personalizing Shoppers: These shoppers like to interact with the customer service staff.

o Apathetic Shoppers: These shoppers avoid shopping and only shop when they must.

There are mainly three kinds of Behavioral marketing:

1. Based on Webpage Visited:

In this type of behavioral marketing, the behavioral segments are developed by accumulating the information on the type of website the user frequently visits. For example: if a users frequently visits Guess.com or Chanel.com then the user is most likely to be a target for branded or fashion related sites when they are found on other general content type sites.

2. Based on Keyword Search Or Content Read:

In this type of behavioral marketing, the behavioral segments are developed by finding users who have made a search on specific keywords or read content with those keywords on it. These keywords will be the targeted keywords for your site as well. Based on that information you can run your advertisement campaigns to these users. For example: if a user reads an article about health issues, you can use behavioral marketing technique to target top ten keywords that occupy the concept of the page.

3. Based on Past Visitors:

In this type of behavioral marketing, the behavioral segments are developed by referring to users who have visited your website. You can keep the record of your visitors by placing simple codes on your website. You can place multiple codes on different pages and create segments for the individual pages like "home page viewers" etc. You can keep in track which page gets more visitors and which don't, where you lose most of the visitors etc. Using this information you can improve your site quality.

There are mainly two benefits of behavioral marketing: You can enrich the relationship with your existing customers and you can acquire new customer relation too. Behavioral marketing is about providing your services or products to the users who have the desire for it, making it one of the best forms of marketing.

http://web-updates.avenuesnepal.com/ Article Source: http://EzineArticles.com/?expert=Alka_Shakya

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Posted via email from SGB Media Group

Social Media Content Creation Process

by Geoff Livingston

Many folks ask how to go about creating social media for their company. As a service to the industry, find here an open source version of a draft social media content development process.

This process is general enough to guide development of specific initiatives. It does not recommend blogging or video, per say. Rather the process allows content creation to move towards the market’s needs, and within the company’s resources. There are 14 steps in all:

1) Clearly articulate who your stakeholders are before you begin.

2) Clearly articulate the key issues these stakeholders care about as it relates to your offering. Use a bulleted list with no more than three or four words per item.

3) Begin by researching which, if any, top bloggers are discussing these issues. Use your bulleted list to search. The following are good places to start:

* Technorati

* Del.icio.us

* Google Blogsearch

* Ask.com Blogsearch

4) Inevitably, any substantial subject matter area has a back channel where top bloggers and influencers chat. For example, PR and marketing bloggers and tend to connect on Facebook, Twitter, and to some extent, LinkedIn. This back channel can yield powerful connections to highly influential minds who may not have blogs with top statistical ranking.

Marketers looking to find their subject area’s back channel should start with a basic search. Once your initial search yields important blogs, please visit them and note which social networks the bloggers use to connect. Join their communities. And learn what your stakeholders really care about.

5) Don’t just observe, participate. Comment on blogs and social networks in a non-promotional way. Become part of the community.

6) Note several things in your research:

1. Top industry issues

2. Top bloggers/thought leaders that write about your issues (you will need these for marketing purposes after your content creation process is done)

3. Preferred content forms (video, white papers, blogs, podcasts)

4. Ideal places to connect with the larger industry (social networks, etc.)

5. Other companies playing in the space: Who’s successful, who isn’t? Why?

6. Behavioral norms.

Write this information down in a formal analysis.

7) Using the analysis of your social media marketplace, identify the outcomes the organization would like to achieve. These outcomes will determine the measurement benchmarks once the company decides on its preferred communication tools. Possibilities include:

* Influence

* Awareness/changed perception on a particular issue

* Third party credibility through Word of mouth

* Brand awareness

* Return on investment (sales)

8 ) Identify the company’s value for the marketplace; specifically, the organization’s subject matter expertise as it relates to the top industry issues currently being discussed amongst bloggers and thought leaders.

* Can the company provide enough information to add to the conversation?

* If so, is it enough to consistently be a part of the conversation, or is it limited in nature? Will it only be valuable for a short time?

* Can the organization afford to give away this information or does the information comprise trade secrets?

9) Based on the company/organization’s value offering and the marketplace’s issues and needs, draft an editorial mission to serve the community/stakeholders. For example, here is the Now Is Gone blog editorial mission:

Continue serving as a primer for those business executives new to social media or considering engaging with these new communications tools. The conversation should be educational, pragmatic and weigh the pros and cons of social media to provide an authentic, genuine viewpoint of social media marketing. We believe in social media’s potential to better communications, but do not think it will replace traditional tactics. Instead we believe social media will be integrated into the larger marketing mix and may influence change in other disciplines.

10) Now examine the company’s resources:

* Time

* Thought leaders

* Technical capability and savoir faire: Blog, audio, video, social networking

* Financial resources for some of the above, plus graphic design, SEO, web hosting, application development

11) Select the outreach mechanism(s) that best fits the industry’s preferred content needs (#6), can achieve outcomes (#7) the ability to convey the company’s ability to deliver value through its editorial mission (#8 and 9), and that the company can afford to invest in (#10).

There are many, many mechanisms. Each has its assets and detriments. And blogging is not a cure all silver bullet solution. Consider these more popular initiatives:

* Launch a blog

* Execute a blogger relations program

* Podcast

* Create video(s)

* Develop social network community

* Create social network application

* Build your own social network

* Build a widget

12) Determine who will create the content. Group efforts can help distribute load as well as protect the company from an individual departure. Assign a schedule and make the person responsible. Participation in larger networks should be part of your content development plan and resource allocations.

13) Select general content categories to provide guidance on a weekly basis (if the effort is ongoing). Remain flexible to allow for larger industry and community events.

14) Determine measurement based on outcomes, social media communication vehicle(s), and dedicated effort the company intends to commit to the effort. Select tools to attain measurement. Tools and measurement can vary greatly. Research what is right for you and your effort. Some are free, some are not.

MySpace to announce new ad platform

The MySpace business model continues to evolve, and today the social networking site is due to announce a new advertising platform to allow better targeting of MySpace members.
by Helen Leggatt

Targeting MySpace users is a “balance of what users say, what they do and what they say they do” said Fox Interactive’s executive vice president for production and technology, Adam Bain, in a New York Times article.

To that end, MySpace is introducing a new advertising platform called “SelfServe by MySpace” to be showcased the day before an expected Facebook announcement of a similar nature.

The system, to be announced tomorrow at ad:tech, will enable advertisers to purchase, create and analyze the performance of ads, much like Google AdWords except based on display, not text, ads. A number of targeting factors will be available including geographic, demographic, gender and previous ads they have responded to.

The completion of phase one of another new advertising platform, “HyperTargeting by MySpace” is due to be announced at ad:tech tomorrow. This system allows marketers to target the MySpace audience based on their interest groups and even their profile images.