Behavioral Targeting
By J de Groot.

Behavioral Targeting (BT) is an innovative way of getting in contact with potential buyers. The principal of BT is that the potential buyer is monitored in his search behavioral. The principal is simple, monitor the Internet user how’s hungry for information. Find out what he is looking for, find out his weakness, and then when he’s least expect it… confront him with an effective pop-up. Imagine, you desperately need a new surf short. You use the Google search engine. You type in surf short and the quest for a new surf short is on. After a dozen of site’s and collections you find the one-out-a-million surf short. But the next time you open your Internet explorer a pop-up will shown about the new collection of O’Neill’s beach-ware. How come? This is a typical example of behavioral targeting. The Internet users are segmented in ‘interest groups’. In other words they know what you like… And the make profit out of that knowledge. And we the ‘poor sheep’s’ are buying it…

Using BT technology
Study’s shown that behavioral targeting is a very effective way of communicating with potential customers. It’s saving money in research, and effort in reaching clients how are not even interested in the product. The most important reason companies a using the BT technology is that is a very cheap 24/7 advertising campaign.

For each business a different costumers approach.
There are several types of BT. So if you are in banking or you sell shoe’s there’s always a BT solution for your business. The first most common type is based on the amount of search hits of a particular type of website or web-page. For example if you are visiting the sites of O’Neill, quicksilver or Billa Bong you would be placed in the ‘surf orientated-segment’. This information is stored on your own computer in cookie-files. The next time you open a site as ebay.com the banners and pop-up will be about surf stuff. The second type of BT is based on the ‘top five keywords’ of an article the user is reading. Every website or web-page contains keywords. Those word help the search engine find them. If you are publishing a site about beachwear, effective keywords would be ‘swimsuit’, ‘surf’ and ‘beachwear’. A search engine like Google will read these words and compare them with the searchers request. Based on the similarity of the keywords and requested information, the search engine is ranking the sites in order of relevance. When you visited the site the BT technology is reading the top five key words. Based on the words the visitor is placed in a segment. And the rest is the same. The third and latest type of BT is based on the visitors on your site. When you visited a site a site you are placed immediately in an interest segment. This can only work with sites which are build for the BT technology.

Now you know….
You see there’s a lot cooing on in the advertising world of Internet. But don’t feel assaulted in your privacy, but make your own profit out of this. After all what’s better than the bargains are coming to you, instead of hours looking for it.

Weblog Article Peer Review Form A – First Review
Writer’s Name J. de Groot
Assessor’s name M. Glas
Date 14-10-2007
 Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get
a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 3
3. Is the introduction complete? 1
4. Is the body of the article complete? 1
5. Is the conclusion well-developed? 1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read? 1
9. Has the writer plagiarised material? 3
Finally, read the article a third time and check it for spelling, grammar and
punctuation. Mark any corrections on the article itself then complete the rest of
the form.
 Name three things you like about the article.
-easy to read.
-well organized.
-interesting stuff to read about.
 

Name three things the writer should improve.
- Change the title to something more inviting
- Sometimes your’re using words which are not appropriate in the sentence
- Check the spelling

What is the gist of the article?
BT is an effective and cheap solution for a 24/7 directmarketingcampian

Do you think this article is good enough to pass the course? Explain your answer.
-Yes, because it’s useful in our O’Neill project

 O’Neill goes mobile

The marketing for mobile phones is growing. More and more content is available on the mobile platform. Since almost every modern mobile phone is capable to run applications, movies, and games, it’s becoming very attractive for the business market to advertise on this media.

Let’s come up with the idea right away. The O’Neill TV clips which are located on their website right now are not very popular under the target group women (ages 17-20). However the core group (die-hard surfers) are familiar with the video content on the website, so that should be no problem. Since it’s our mission to attract the target group of women as I describes above, we came up with an idea for mobile video distribution.

The idea

The situation right now is that you can watch O’Neill videos on the website. These videos contains images of the coolest O’Neill surfers from the O’Neill surf and snowboard team. And are very popular under the website visitors of O’Neill.com. But for us it’s not enough. We want to reach a larger group, The women group. The way we want to realise this is to distribute the video’s on the mobile phone platform so you can easily watch them on your mobile phone.

Ok, But how does it work?

It’s very simple. We want to add an extra button next to the television window on the website where you can watch the internet clip. The extra button is called “Send To Phone”. When you hit this button. You will be automatically re-directed to a form where you can fill in your mobile phone number. When your number has been sent over to O’Neill, You’ll get an MMS message on your phone (Note: Your phone must support MMS, the multimedia alternative for SMS) with the video you saw in the television window on the O’Neill website. It’s up to you to share the video with your friends by Bluetooth. I personally hope the O’Neill video clips are going to be virals.

Other distribution ways.

After research we’ve found out that Youtube.com videos are very popular under the women target group. They add them as a gadget on their Hyves profile, or to use them on their weblog. I guess it’s a logical option to also release these O’Neill TV clips on youtube.com to reach more people. The benefit is that people get to know the brand O’Neill by this way.

That’s about it for this week. You’ll be the first to know if there are changes in the O’neill development.

M. Glas