Feb9Written by:Jacques van der Hoven
Mon, 09 Feb 2009 10:05:00 GMT 
Intended Audience: Communications Managers, public relations officers, marketing personnel and business owners.
E-marketing Synonyms: Online marketing, web marketing, internet marketing, website marketing, search engine marketing, search engine advertising, e-communication.
Behavioral Advertising
Behavioral advertising refers to the practice of displaying adverts targeted at specific individuals based on each user’s surfing behavior. On a grand scale, with marketing networks, there are some concerns over privacy, but much of these concerns can be alleviated when the user understands that no personally identifiable information is ever transmitted. On a smaller scale, or individual company websites, there are many examples of where this technique has been in use for a few years.
Take Amazon for example. When viewing products on Amazon.com you are often offered similar products based on purchases you’ve made before. They are called recommendations, but essentially they’re taking your previous buying or browsing behavior and recommending products that they think will be more applicable to you. It works very well because you’re being offered products that would actually be of interest–to you as opposed to a random product picked out of potentially thousands or millions of products.
Blogging
Blogging is not very different from a website in that the objectives are very much the same and that is to deliver relevant content to the user. What makes blogging different is that it is meant to be more specific on topic, smaller and more frequent inserts and encourages reader interaction through feedback mechanisms.
Looking at the description above it’s easy to draw the conclusion that blogging is no different from a website with a Content Management System whereby users can be created with specific roles allowing them to manage the content of the website.
However, the tools available for blogging are designed for this particular task and may be more familiar to general users encouraging participation whereas Content Management system user interfaces may be intimidating. Some blogs, in fact, allow users to publish blog entries using a very familiar tool such as Microsoft Word. Microsoft Word 2007 includes a new document type called a “New Blog Post”, which asks the user for their blog website URL and authentication details and will publish the post when the user chooses to.
Customer Relationship Management (CRM)
Though not strictly a ‘type’ of marketing ‘customer relationship management’ very often plays a great role in targeted marketing and sales. ‘Customer relationship management’ will in most cases be backed by a software system since the information, or data, almost always becomes too much to manage in regular computer folders and files or even hard copy files.
Having data about existing or potential customers often eliminates missed opportunities by flagging customers who have particular growing needs, which often require new products or services. Subscription renewal is a good example where the CRM system would flag a customer’s subscription as expiring soon and notifying a sales agent that action needs to be taken.
Data from CRM systems can be integrated with your corporate website enabling automated reminders or targeted adverts for up-selling or value added sales.
Part 1 - Delivery, or Package types, Affiliate Advertising, Auto Responder Marketing
Part 2 - Behavioral Advertising, Bloggin, Customer Relationship Management
Part 3 - Padcasting, Really Simply Syndication (RSS), Rich Media Advertising
Part 4 - Search Engine Advertising (a.k.a. Search Engine Marketing), Search Engine Optimization
Part 5 - Viral Marketing