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Written by:
Lori A
Date added:
November 20, 2011
Level:
University
Grade:
A
No of pages / words:
2 / 371
Was viewed:
739 times
Rating of current essay:
Essay content:
Furthermore, 27% said they see no improved business results from segment-driven marketing efforts.
In fact, according to Compete, the most consistent obstacle to successful segment-driven marketing has been identifying the right segments.
This is precisely where behavioral targeting promises to help, since the "right segments" are created by the users and their actions, not imposed on them...
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Better market penetration and growth was cited by 62.7% of respondents, and greater revenue and profitability was mentioned by 52.5%.
"Despite the inherent logic of placing consumers in various affinity groups based on their actions rather than their demographics, testing which segments work best leads back to behavioral targeting's Achilles' heel: reduced reach," said David Hallerman, senior analyst at eMarketer...
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