|
|
 |
||||
|
||||
|
Driving a stick shift in Manhattan pretty much sums up most of my internet travels. I can always rely on the fact that it will never be boring or uneventful. Every block, or each site, can bring about another shift in gears, or a change in thought. Pretty much, I never really know what to expect. Unfortunately, the latest ‘must’ in online ad targeting resources seems to have forgotten this. First Gear: The Personal Profile Marketing Database Advertisers are revving their engines in anticipation of what seems to be the next big thing in focused internet media placement. As many of the major closed networks race to accumulate as much individual user information as possible, some fundamental marketing principles are being left behind.
|
exists between the visitor and the site, rather than the visitor’s demographic data, which places no value on the distinct aspects of that particular site. Second Gear: Detour Up Ahead Forget traditional marketing. Don’t bother looking at the actual site your ad will be on, target only by personal profile information, right? The thinking behind this seems to perhaps be better on paper (or in a Word document) than in practice. My demographics (or psychographics) may reflect that I am a good target for an advertisement. |
|||
|
Jay
Schwedelson
is corporate vice president of Worldata & WebConnect, where he oversees
strategic direction and new business development. Under his leadership,
Worldata & WebConnect has become the industry leader in permission
Email marketing services and interactive advertising solutions. Schwedelson is active
in the Direct Marketing Association, where he serves as a member of the
Internet Advisory Board Committee, Catalog Council and List & Database
Council, and Marketing Technology and Internet Council. Jay also serves
as an advisory board member for the Association of Interactive Media and
Co-Chairs the Council for Responsible Email. |
 |
