Smart Ads - Behavioral Marketing

URL: Yahoo Customized PPC Ads

I have been reading about this stuff for several months, and now Yahoo! has launched something to attempt the customization on the fly that everyone has been talking about.

All issues of the timing of their launch aside...(couldn't they have at least done it in a different MONTH from the iPhone?)...this is a direction that many are seeing as a significant shift.

As advertisers look for more and more of your information, the technology and smart search capabilities are only going to grow. As a marketer, you need to ask yourself about the latest gadget and technique. Learn about this and consider it a great option - smart display ads that you can shift and change depending on the consumer searching somewhere where you want to be found.

A warning for the marketer in the audience...DON'T neglect your content. In the rush for more and more specific information about WHO will buy ... don't forget that these are people who are finding you.

Give them something to read, or listen to, or look at...

And most most most importantly...give them something remarkable to share with others.

Look for my upcoming post on the tenets of "Authentic Content" ... coming this afternoon!

The Reach of Bad Marketing

Seth Godin's latest post speaks to how marketers would rather take the easy route to reach a lot of people. It is wonderful (of course) and it is a direct reflection of several conversations I recently had with marketers who are trying to walk the line between what their customers are comfortable with and what they know they should be doing.

The alternative is to serve a smaller group of people who are reaching you...finding you...and ready to interact with you.

Marketing is never about your response rate to a post card or a TV ad or even an animated banner.

Web 2.0 marketing is about authentic two-way communications.

Yes, it is harder...and YES, it is worth it.

Seth's Post: Reaching The Unreachable