The article authored by consultants from Booz Allen & Hamilton has captured and explained the concept of internet marketing by contrasting it to traditional marketing methods (offline) based on segmentation.
Occasionalization is the paradigm change in the marketing concept when focusing on internet or digital marketing. The usage has been very aptly categorized into 7 ways, something each of us can resonate in our daily lives both socially and professionally.
No longer is age, gender, wealth and other demographic data is sufficient in current marketing methods. In fact, it is often a failure since surfers of all ages and demographics spend time in 7 different occassions ranging from quickies which lasts less than a minute to greater than an hour for surfing. These behaviorial patterns based on 4 variables such as:
- Session length
- Time per page
- Category concentration
- Site familiarity
which appear to be well understood as per the article is a useful tool for marketeers to focus on creation and placement of communications. It turns out three usage occassions - loitering, information please and surfing - are the most likely ways to involve shopping than others. Through detection of these three usage occassions is how marketeers can target ads. They can detect these occasions, there are dfferent methods described in the article that gives them the bandwidth to design different online strategies.
Already, one can get a glimpse of how technology assist marketeers if you go to Google, Yahoo and Amazon to highlight some major and more frequented sites/search engines.
Moving forward, technology is further being developed that can help marketeers target smartphone users especially in the wireless world, where it can detect the identity of the mobile user and thereby figure out the users' details such as age, gender, demographic identity and professional background helping the marketeer to target on the user's interest.
Implementation of hte occasionalization concept is just the beginning.
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