Edward Fischer

Edward Fischer
Targeting Web Surfers- Study Shows How (247 words)

By Edward Fischer 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