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Act Like You're Expecting Someone
If guests just came in from a freezing rain, what would you offer them—hot coffee or iced tea?
If you are meeting clients, one who is a CPA and one who teaches art, to which would you present a spreadsheet, and to which would you showcase a graphic?
Where your visitor comes from shapes your response. If this idea feels familiar, it’s because message targeting is closely related to interest-based marketing, where a message is developed based on an audience’s interests . You can apply this kind of message targeting to your website, so that users who arrive at your homepage are immediately presented with the information in which they would have a likely interest.
No matter how you refer to it . . .
- message targeting
- dynamic targeted content
- microtargeting, especially for political campaigns
. . . it's simply placing fresh, relevant content in front of the right audience.
Message Targeting in Action
HP Enterprise Services (HPES) launched a campaign for HP Business Continuity and Recovery Services. We implemented behavioral microtargeting for this online campaign.
Here's how it works: Most users of your website will see generic content on the homepage, a message that has the broadest appeal to a wide audience. This message can change depending on how the user finds your website. By creating specific content for specific audiences in advance, you can refine your messages to "know" where your visitors came from.
For example, the HPES generic homepage is displayed when you simply search on HP and generic terms. Depending on the context of the viewer, the homepage changes to better match the topic that brought the user in. The following screens depict different home pages that greet viewers according to their search topics.
Example 1 – Industries with default content. The following default content appears on the industries home page if the URL is typed in, or if the user enters general search terms to find industry solutions.
Example 2 – Industries with business continuity content.. The following home page appears when the user follows the link that is included in a targeted message, or if the user takes steps to register. The highlighted area shows the difference between this page and the default page in Example 1.
Example 3 – Insights with default content.. The following default home page appears if the user enters search terms to find insights and success stores.
Example 4 – Insights with business continuity content.. The following home page appears when the user follows the link that is included in a targeted message, or if the user takes steps to register. The highlighted area shows the difference between this page and the default page in Example 3.
Example 5 – News with default content.. The following home page appears if the user enters search terms to find news items.
Example 6 – News with business continuity content.. The following home page appears when the user follows the link that is included in a targeted message, or if the user takes steps to register. The highlighted area shows the difference between this page and the default page in Example 5.
Example 7 – Services with default content.. The following home page appears if the user enters search terms to find IT outsourcing services.
Example 8 – Services with business continuity content.. The following home page appears when the user follows the link that is included in a targeted message, or if the user takes steps to register. The highlighted area shows the difference between this page and the default page in Example 7.
*Cost varies per licensing agreements.
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