Unfortunately on the ad side, most banners and buttons that are even precisely relevant are becoming less and less effective. Buyers are getting smarter and are looking for “real” content and not direct sales.

What we are seeing more and more of is precise content marketing based on customer wants and needs, as well as looking at their past web behavior, to create valuable, relevant and compelling content.

I guess simply, all marketing in the future will be behavioral.

Best
Joe

I know the basics of behavioral marketing - delivering ads and/or content that’s relevant to the context of where a surfer is. A simple example might be an ad for skis when someone is booking winter travel to Aspen. I think my buddy, Joe Pulizzi, would be better able to make a prognostication re the potential. I’ll ask him to weigh in.

There’s an article in Newsweek (current issue) about behavioral marketing. Where do you see this going, what is your opinion of the potential?

Re online or off, everyone is doing a mix (and I think they should). Depending on the industry and the target market, it’s more heavily weighted one way or the other. Online and print both have advantages and limitations. Doing both increases coverage and effectiveness.

Thanks.

Love to hear more about your pitch and if your clients are seeking just online collateral or print too. When WOM was “walking distance selling” (you did business with those nearby, pre-car and pre-tv) content wasn’t as important. Your reputation coupled with the quality of your product/service was all you had. Now a great product or service may never be used by a soul if it isn’t positioned correctly.

You are right on track.

Ian