Saturday, 1 November 2008

Marrying Segmentation with Behavioural Targeting

Nielsen Claritas recently presented an interesting point of view on the value of integrating segmentation and behavioural targeting. Effectively the two targeting techniques are emminently complimentary as the strenghths of each compensate for their respective weaknesses.

Segmentation
allows marketers to:
  • Affect the consideration set before the actual consideration begins
  • Reach consumers not using the internet to support their purchase
  • Target across a broader range of brands

While Behavioural Targeting:
  • Reaches the audience closer to the point of purchase decision (the elusive "when")
  • Allows marketers to be present during the active learning phase around a particular product

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