Targeting Web Surfers- Study Shows How (247 words)
A new study of Internet usage may help e-tailers target customers better. The study, by consulting firm Booz-Allen & Hamilton and online ratings company Nielsen/NetRatings, pinpoints a new segmentation for Web surfers which it calls "occasionalization."
"Web users ignore banner ads when they're intent on finding specific information fast, just as drivers don't pay attention to billboards when they're speeding to the emergency room," says the study's preface. "Once the link is understood between consumers' activity during a specific session and their receptiveness to marketing at that time, marketers can design and deliver better messages for every occasion." The authors of the study suggest their findings could improve what they refer to as "the abysmal 0.1 to 0.2 percent click-through rates for banner ads on Internet portals."
The study was able to categorize Web site visitors into seven groups based on how long they were online, how long they viewed Web pages, and what types of sites they visited. It also has tips for how to reach Web users in each of the categories.
For example, the authors suggest that Web e-tailers create sites that "morph" to the browsing mode of the user: "Users in Quickie and Single Mission sessions [two of the study's categories] can get the no-frills grab 'n' go option, whereas users in Loitering and Information Please sessions [categories marked by longer page-view times] can enjoy full service with pop-ups and video."
The specifics of the study are available at