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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.
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It must be understood that it is more essential to place
media on a site where an affinity
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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.
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