BRUCE LAZARUS WROTE:
> I am putting together a business plan for a
> start-up dot.com (good timing, huh) and I
> am trying to estimate the value of my audience
> to advertisers.
TO WHICH STEVE JOHNSTON REPLIED:
> One of the ifrst things to look at is the profile of
> the people that your site will most likely attract.
> What will be the demographics that your content will
> attract? Teenagers? Men? Investors? Game
> enthusiasts?
Typical, I'm afraid, of the wooly thinking which
pervades online (and much of offline) marketing.
Teenagers and men are demographic segments. Investors
and game enthusiasts are behavioral segments, not
demographic.
Beware of demographic and psychographic segmentation.
The most valuable is behavioral, and behavioral
correlations.
e.g. People who work out regularly at fitness clubs are
more likely to use olive oil than sunflower oil etc.
And hey, surprise, investors and game enthusiasts also
buy clothes.
Think like a copywriter - become one with an individual
who might be using your Web site (you are this
hypothetical individual). What did you have for
breakfast? What music do you like? What products and
services do you use? ... This way you'll improve your
Web content and easily select your advertisers.
Ivan Weltman
http://www.tudogs.com
Received on Thu Apr 27 2000 - 11:52:56 CDT
