“Behavioural Targeting” – the way people surf is a guide to what they are likely to buy.
What proportion of your surfing activity is related to purchasing a product – we guess it’s pretty small.
What advertisers cannot determine is what behaviour builds to towards a purchase and what is just ‘surfing around’!
“Targeting Myths” – naturally a proportion of targeting is good and better than none at all.
Despite the power of demographics ads are still scatter shot and seldom take into consideration the interchange between the existing knowledge of the user about the product or service and the final purchase some products, cars for instance, are usually purchased once; you seldom buy the same car twice, regardless of how much advertising you have seen.
“The “Reach and Frequency” Myth - put simple reach is “how many people you beat over the head with an ad message” and frequency as “how often you do so.”
Social Media Myths
“Social Media” – positioning a conversations as “media” that can be purchased or “generated” by advertising; and that there is so available you can apply “reach and frequency” rules advertisers are accustomed to in traditional advertising.
- thinking you can appoint or delegate either by an agency or an intern your pre-crafted voice into people’s conversations. (it should be you or someone with a control over issues in the company, it’s not just talk)
- thinking a community this waiting to listen to your marketing pitch
- thinking if you spent enough time chattering you can start selling without adding value
SEO (search engine optimization; organic search) Myths
- assuming you can buy links and rise to number 1 – oops!
SEM (paid search) Myths
- thinking people search for your advertising (they search for information)