In the early days of the WWW (ie: 1990-2000) what mattered was your ability to stuff your webpages with keyword rich text, in the hopes that the unsophisticated search engine bots would index common and obscure phrases and direct users to your pages when a user typed in an obscure Yoda-like “nano cheap”.
While search engines and high authority sites (ie media buy bait) still contribute the bulk of search engine traffic, the days of keyword-driven traffic will increasingly have to compete with the likes of demographically-driven and behavioral-targeted traffic.
What’s the difference between these types of traffic? Using the one and only jargon-ish phrase, imagine keyword-driven traffic as the “lose 10 pounds in a week”, “acai weight loss” and “tivo tcd649080 coupon code” queries that you might already be bidding on via PPC, PPV or other forms of contextual advertising.
But here’s the kicker, if you know that the primary characteristics of 73% of these buyers are:
- white males
- aged 30-45
- living in metropolitan areas with a 2 million of higher population
- college education or higher
- average income of $60,000 and up
(ie demographic data), wouldn’t it make your marketing much easier (and more profitable?).
Behavioral targeting takes it one step further by correlating specific behavior patterns and groups it together. For example, if said Tivo buyers were likely to own a Ford or Honda sedan, and 1 in 3 of them were likely to drive a hybrid Prius (even with dodgy accelerator pedal), wouldn’t that open up more source of traffic?
I have no idea how many CSIs (crime scene investigators) are there in the affiliate community, but if you see how their work involves taking micro bits of evidence and piecing it into a cohesive whole, isn’t that the same type of reverse engineering process affiliates are following, taking keywords, or demographic profiles and piecing them into a Tivo, e-cig or grants consumer?
Oh yeah, be sure to check out this month’s InternetMarketingCookbook.com demographic targeting update for more sniper-like marketing goodies.