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Seize the Occasion: Usage-Based Segmentation for Internet Marketers
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enews: A new study ... shows that consumers' online behavior and their responses to online marketing vary greatly depending on what they're doing at a particular time. Consider this analogy: 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. Once the deep 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. This article describes 7 types of Web usage behavior: Quickies, Just the Facts, Single Mission, Do it Again, Loitering, Information Please and Surfing. (2001-04-22)
The link address is: http://www.strategy-business.com/press/enewsarticle/22796?pg=0
