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Posts Tagged ‘Black Friday’

Event-triggered targeting: A glance at Black Friday

November 28, 2009 1 comment

Targeting is a work in progress. The evolution of fast-growing technologies enables new online marketing tools to pop up and re-invent online advertising on a fast-paced track. In the Web 3.0 era, targeted ads follow the consumer like shadows, and behavioral targeting techniques have become indispensable for marketers.

Event-triggered targeting is a small, but very efficient way to get the message right to your audience at the right time. The best thing about it? It often enables the marketer to personalize their message. And that means standing out from the clutter in consumers’ mailboxes and wired worlds. E-commerce solution provider Aberdeen Group surveyed that’ “91% of organizations improved online conversation after introducing personalization.”

Event-triggered targeting is based on experienced consumer behavior that creates information for site-side analytics to target consumers across the web based on their online user patterns. Certain events (Black Friday) function as triggers for certain behavior (to go shopping), and the list is endless. Let’s take a look at a best practice example (for successful personalization take a closer look at Amazon and Netflix or 5 Web trends of 2009 relevant at this time of the year:

Black Friday. Did you receive personalized E-mails inviting you to get midnight specials or go to a specific store to get deals? I lost count over iPhone apps developed specifically for Black Friday iPhone Apps for Black Friday

This is just one example of event-triggered targeting. Important ingredients in the recipe of success: Having a good database and personalizing it. With Christmas around the corner, that’s more than just a hint.

Search Engine Marketing – Trigger Targeting- The Black Friday Story

November 27, 2009 2 comments

Experian Hitwise recently published a report, that depicts that online  Black Friday Traffic Up 87 Percent Pre-Thanksgiving Week. Additionally the report illustrates  a 4% increase compared to the same period in 2008. Is this something related to the bad economy? Are consumers less motivated to visit a physical store unless they find their “call to arms”?

Another interesting piece of information is related to the black friday trigger.

Top sites received traffic from Black Friday Websites. Sites such as dealighted.com aided in directing consumers to retailer’s landing pages. The percent of referred consumer was up 14% than that of the week ending November 21. This important online behavioral  data for marketers striving to provide optimum solutions to their  clients that are under financial stress.We need to identify new paid search opportunities especially in a rough economy such as this.

According to Jason Tabeling, director of search and media at Rosetta search partners can:

  • Help reduce cost per click at a 28% rate
  • You will still be getting 80% of search from primary search engines
  • 6 percent higher cost per conversion on the search networks versus primary search engines.
  • 87 percent of the conversions from primary search engines.

Finally if you want to discover which search partner could provide optimum search engine marketing results for you and your client, run a Referrer Report using your analytics package.

Nick Meletopoulos