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BizReport : Advertising : February 01, 2012


Offering may help brands reach resolution making customers

Just a month into the New Year and already upwards of half the New Year's Resolutions made on December 31st have been tossed to the wayside. That doesn't mean those resolutions were made half-heartedly, but that completing it was perhaps a bit of a lofty goal. What does this have to do with online marketers? Everything.

by Kristina Knight

New data from MaxPoint Interactive may help some online advertisers re-reach those resolution makers - or at least one sub-set of resolution makers: those interested in fitness.

Using Digital Zip to analyze billions of data points, the company has identified the US neighborhoods most interested in creating a healthier lifestyle in 2012. Those neighborhoods include: Johnstown, PA, Burlington, VT, Fresno, CA and Gainesville, FL.

"Too often, retailers and brands are wasting spend on advertising that is very broadly focused or not relevant to the audience they are reaching," said Gretchen Joyce, COO of MaxPoint Interactive. "By leveraging digital solutions that are very targeted at key demographics, retailers and brands can execute more effective and efficient advertising campaigns. This Interest Index is just one of many examples how MaxPoint can get the critical and highly-accurate information advertisers need to reach a specific audience to drive in-store traffic."

Using this type of information health-focused brands - 'diet' foods like yogurt or high fiber cereals, athletic apparel/shoe brands and even health clubs - could target campaigns to the zip code level, engaging consumers who are interested in their products.

Meanwhile, a recent Harris Poll finds fewer Americans are thinking about or making 'active decisions' to save money for the first time since the recession hit in 2008. For the December 2011 poll only 61% of those polled said they'd purchased more generic branded goods (down from 67%) and 42% said they brown-bagged lunch (down from 45-48% in the 2009 survey). However about one-quarter (26%) said they'd cut back on cable services to save money.

Whether these shoppers are actually spending more money or have already made those changes so they don't see them as 'new', the fact that they're responding differently may indicate a change in thinking - and spending.

Tags: ecommerce, ecommerce trends, Harris Poll, MaxPoint Interactive, online advertising, targeted advertising










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