WO2001027765A1 - Custodial database for on-line marketing and purchasing - Google Patents
Custodial database for on-line marketing and purchasing Download PDFInfo
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- WO2001027765A1 WO2001027765A1 PCT/US1999/022952 US9922952W WO0127765A1 WO 2001027765 A1 WO2001027765 A1 WO 2001027765A1 US 9922952 W US9922952 W US 9922952W WO 0127765 A1 WO0127765 A1 WO 0127765A1
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- WIPO (PCT)
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- commercial
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- advertiser
- advertisers
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Classifications
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
Definitions
- the field of the invention is electronic direct marketing..
- One particularly advantageous method involves widely distributing an electronic commercial (e-commercial) to a set of recipients listed in a database.
- the database may be proprietary to the advertiser, or it may be purchased, leased, rented, or otherwise provided by an outside source.
- a commercial for sporting goods may include branding graphics of a soft drink, or perhaps information regarding a vacation destination.
- Methods and systems of marketing electronic commercials are provided in which a distributor acts as custodian for a prospect database, and multiple advertisers can access the database to provide distribution lists for distributing electronic commercials. Responses of the recipients to the commercials are tracked, and the information gleaned from the tracking is used to update the database.
- the distributor contracts with the various advertisers, assists in matching up advertisers for appropriate co-sponsoring of the commercials, and tracks the responses.
- At least some of the commercials may advantageously provide click-through links to websites of the advertisers, and even more preferably may contain software code to close a sale or other transaction between a recipient and at least one of the advertisers.
- At least some of the commercials are preferably distributed as executable files, and more preferably as attachments to e-mail.
- FIG. 1 is a schematic of a system and method according to the inventive subject matter being employed to deliver a commercial to a set of recipients, and track responses of the recipients to the commercial.
- Fig. 2 is a schematic of the system and method of Figure 1 being employed to deliver and track a subsequent commercial.
- Fig. 3 is a schematic of a co-sponsored e-commercial.
- a distributor 10 contracts with advertisers 21, 22 to co-sponsor an e- commercial 31.
- the distributor 10 also targets a set of recipients 41 using information (data) obtained from a database 50, and distributes the e-commercial 31 to the recipients 41.
- Responses of the recipients 41 to the e-commercial 31 are tracked using tracking system 60, and at least some of the tracking information is used to update the database 50.
- the distributor 10 contracts with advertisers 23, 24 to co-sponsor another e-commercial 32.
- the distributor 10 again targets a set of recipients 42, but this time the database 50A supplying the information is modified from the previously used database 50.
- Other aspects may be similar to Figure 1.
- the distributor 10 distributes the e-commercial 32 to the targeted recipients 42, and responses of the recipients 42 to the e-commercial 32 are tracked using tracking system 60. At least some of the tracking information is used to update the database 50A.
- the distributor 10 is preferably a high volume electronic mailing company, sending out perhaps hundreds of thousands or even millions of messages per month.
- An exemplary such company is ecommercial.com, Inc. based in Southern California, USA.
- the distributor 10 may or may not host its own servers.
- the link 32 employed by the distributor 10 to distribute messages preferably comprises the Internet, but can be any suitable link, including local area networks, wide area networks, public networks, private networks, and so on. Because of the high traffic involved, the distributor may advantageously employ outbound trafficking technologies such as those described in concurrently filed application serial nos. , corresponding to attorney dockets 604.12, 604.18, 604.19, and 604.20, respectively, each of which is incorporated herein by reference.
- co-sponsor is used herein to mean that at least two different advertisers have included information identifying themselves or one or more of their brands in a given commercial.
- the identifying information may be a name such as Coca-ColaTM or Home DepotTM, a design such as the NikeTM swoosh, or any other trademark or trade name.
- Particularly contemplated identifying information includes graphical images relating to the advertiser's name, products or services, known in the field as branding graphics.
- Figure 3 depicts an example of a co-sponsored e-commercial.
- a commercial 100 generally includes a video window 110 and video control 112, a branding graphic 120, an image 130 of a product being marketed, hyperlink 140 click-throughs to websites of the advertisers, and various support bars 150, 160.
- the images used to trigger the hyperlinks 140 are recognizable by the public as representing different advertisers.
- At least some of the commercials may advantageously contain a button 170 and underlying software code (not shown) to close a sale or other transaction between a recipient and at least one of the advertisers.
- co-sponsor does not include situations where a collection of commercials are transmitted together, with little or no other tie-in among the commercials, products, or services being offered. For example, sending out a collection of coupons from different advertisers, wherein the only relationship among the advertisers represented is that they happened to be included together in an electronic "coupon book", is really just a collection of different commercials. The collection does not provide sufficient tie-in among the advertisers to comprise co-sponsorship.
- commercial is used herein in a very broad sense to mean any message intending to motivate a recipient to take an action favorable to an advertiser.
- Commercials may be simple textual banner ads, but more preferably include rich-media graphics such as animation, a photograph or other image, or an audio tract.
- Still more preferred commercials include video and branding graphics.
- Especially preferred commercials will be those that communicate a value proposition communicated in 30 seconds or less.
- the most preferred commercials include an audio tract, a video tract, branding graphics, and hyperlinks, all delivered in a single executable file.
- Still other preferred embodiments include "slide-show” commercials as described in concurrently filed application serial no. corresponding to attorney docket 604.09, which is incorporated herein by reference.
- the term "advertisers” is used herein in the broadest possible sense, including any entity trying to impact the behavior of people. In many instances the desired impact will include motivating the recipient to purchase goods or services. In other instances the desired impact may be to cause the recipient to vote in a given manner in an election, or a poll. In still other instances the desired impact may be of a very general nature, perhaps increasing societal awareness of alcoholism.
- the set of recipients 41 targeted to receive the e-commercial 31 may be of any size, up to several hundred thousand recipients or more. Generally, there is greater value in providing larger numbers of impressions, either by targeting a relatively large number of recipients, or by increasing the frequency of the distributions. It is contemplated, however, to narrowly select the recipients, and even to send out commercials on an individual basis. Methods and systems directed to narrowly selecting and targeting prospects are described in concurrently filed application serial no. , corresponding to attorney docket 604.14, which is incorporated herein by reference.
- Tracking of responses to e-commercials can range all the way from merely recognizing that the commercial was delivered to the recipients, to recording a recipient's click-throughs to web sites, the dates and times that a recipient played a video clip or viewed a particular slide of a slide show, and the name and e-mail address of any contacts to which the commercial was forwarded.
- the tracking system 60 may or may not be capable of matching up responses with individual recipients. Suitable methods and systems directed to tracking are described in concurrently filed application serial no. , corresponding to attorney docket 604.07, which is incorporated herein by reference.
- Updating of database 50 is preferably controlled by the distributor 10, although not necessarily carried out by the distributor 10.
- the database 10 may physically reside on a LAN or server belonging to one of the advertisers, or another entity altogether, and it may be the advertiser or other entity that actually carries out the update.
- the term "by” is to be interpreted in what is considered to be its usual broad meaning, which includes "by or on behalf of.
- the type of information being updated preferably includes addition, correction, and deletion of address and names, responses of targeted recipients to particular content or style of advertising, and so forth.
- Database 50 will therefore generally grow larger over time, even though some records may be deleted, and for this reason database 50A is depicted as including all of database 50.
- the distributor 10 may copy or move that portion to the advertiser, and thereby potentially lose control over that portion.
- advertisers 21, 22 of Figure 1 and the advertisers 23, 24 of Figure 2 may or may not overlap in some manner. Thus, it is contemplated that some advertisers may co-sponsor commercials with certain advertisers, but not with others. In exemplary permutations, advertisers 22 and 23 may be the same entity, or advertisers 21, 22, 23, 24 may all be different entities.
Abstract
Methods and systems of marketing electronic commercials are provided in which a distributor (10) acts as a custodian for a prospect database (50), and multiple advertisers can access the database to provide distribution lists for distributing electronic commercials. Responses of the recipients (41) to the commercials are tracked by the utilization of a tracking system (60), and the information gleaned from the tracking is used to update the database. In various aspects of preferred embodiments the distributor contracts with various advertisers, assists in matching up advertisers for appropriate co-sponsoring of the commercials, and tracks the responses. At least some of the commercials may advantageously provide click-through links to websites of the advertisers, and even more preferably may contain software code to close a sale or other transaction between a recipient and at least one of the advertisers. At least some of the commercials are preferably distributed as executable files, and more preferably as attachments to e-mail.
Description
CUSTODIAL DATABASE FOR ON-LINE MARKETING AND PURCHASING Field of the Invention
The field of the invention is electronic direct marketing..
Background It is new commonplace for an advertiser to advertise over a public access network such as the Internet. One particularly advantageous method involves widely distributing an electronic commercial (e-commercial) to a set of recipients listed in a database. The database may be proprietary to the advertiser, or it may be purchased, leased, rented, or otherwise provided by an outside source.
It is also commonplace for advertisers to co-sponsor a commercial. Thus, a commercial for sporting goods may include branding graphics of a soft drink, or perhaps information regarding a vacation destination.
One potential problem with co-sponsoring commercials, however, involves ownership or other control of the database, and any data generated from the commercials. If the database is controlled by only one of the advertisers, the other advertisers may feel that they are at the mercy of the controlling advertiser with respect to future advertising programs. If the database is jointly controlled by the advertisers, there may be conflict between the advertisers as to what constitutes appropriate use of the data. In particular, one advertiser may want to utilize the database to send out messages having content or frequency considered distasteful by another advertiser.
The problem is even more apparent where some of all of the recipient data is obtained from an outside source, because it may be disputed who should control the new data obtained by tracking responses of the recipients of the commercials.
From the point of view of an entity distributing e-commercials, it may also be undesirable to lose control of the tracking data. Among other things, developing their own proprietary databases may greatly increase the value added that distributors can provide to the advertisers, and thereby command a greater market share or profit. A potentially significant problem with
the distributor controlling the database, however, is that some advertisers may see their prospect lists as a valuable asset, and may be resistant to allowing distributors to accumulate the value.
Thus, there is a need to provide methods and systems which multiple advertisers access a shared database of prospects to distribute electronic commercials.
Summary of the Invention
Methods and systems of marketing electronic commercials are provided in which a distributor acts as custodian for a prospect database, and multiple advertisers can access the database to provide distribution lists for distributing electronic commercials. Responses of the recipients to the commercials are tracked, and the information gleaned from the tracking is used to update the database.
In various aspects of preferred embodiments the distributor contracts with the various advertisers, assists in matching up advertisers for appropriate co-sponsoring of the commercials, and tracks the responses. At least some of the commercials may advantageously provide click-through links to websites of the advertisers, and even more preferably may contain software code to close a sale or other transaction between a recipient and at least one of the advertisers.
At least some of the commercials are preferably distributed as executable files, and more preferably as attachments to e-mail.
Various objects, features, aspects and advantages of the present invention will become more apparent from the following detailed description of preferred embodiments of the invention, along with the accompanying drawings in which like numerals represent like components.
Brief Description of the Drawing Fig. 1 is a schematic of a system and method according to the inventive subject matter being employed to deliver a commercial to a set of recipients, and track responses of the recipients to the commercial.
Fig. 2 is a schematic of the system and method of Figure 1 being employed to deliver and track a subsequent commercial.
Fig. 3 is a schematic of a co-sponsored e-commercial.
Detailed Description In Figure 1 a distributor 10 contracts with advertisers 21, 22 to co-sponsor an e- commercial 31. The distributor 10 also targets a set of recipients 41 using information (data) obtained from a database 50, and distributes the e-commercial 31 to the recipients 41. Responses of the recipients 41 to the e-commercial 31 are tracked using tracking system 60, and at least some of the tracking information is used to update the database 50.
In Figure 2, the distributor 10 contracts with advertisers 23, 24 to co-sponsor another e-commercial 32. The distributor 10 again targets a set of recipients 42, but this time the database 50A supplying the information is modified from the previously used database 50. Other aspects may be similar to Figure 1. The distributor 10 distributes the e-commercial 32 to the targeted recipients 42, and responses of the recipients 42 to the e-commercial 32 are tracked using tracking system 60. At least some of the tracking information is used to update the database 50A.
The distributor 10 is preferably a high volume electronic mailing company, sending out perhaps hundreds of thousands or even millions of messages per month. An exemplary such company is ecommercial.com, Inc. based in Southern California, USA. The distributor 10 may or may not host its own servers. The link 32 employed by the distributor 10 to distribute messages preferably comprises the Internet, but can be any suitable link, including local area networks, wide area networks, public networks, private networks, and so on. Because of the high traffic involved, the distributor may advantageously employ outbound trafficking technologies such as those described in concurrently filed application serial nos. , corresponding to attorney dockets 604.12, 604.18, 604.19, and 604.20, respectively, each of which is incorporated herein by reference.
The term "co-sponsor" is used herein to mean that at least two different advertisers have included information identifying themselves or one or more of their brands in a given commercial. The identifying information may be a name such as Coca-Cola™ or Home
Depot™, a design such as the Nike™ swoosh, or any other trademark or trade name. Particularly contemplated identifying information includes graphical images relating to the advertiser's name, products or services, known in the field as branding graphics.
Figure 3 depicts an example of a co-sponsored e-commercial. In Figure 3 a commercial 100 generally includes a video window 110 and video control 112, a branding graphic 120, an image 130 of a product being marketed, hyperlink 140 click-throughs to websites of the advertisers, and various support bars 150, 160. The images used to trigger the hyperlinks 140 are recognizable by the public as representing different advertisers. At least some of the commercials may advantageously contain a button 170 and underlying software code (not shown) to close a sale or other transaction between a recipient and at least one of the advertisers.
The term "co-sponsor" does not include situations where a collection of commercials are transmitted together, with little or no other tie-in among the commercials, products, or services being offered. For example, sending out a collection of coupons from different advertisers, wherein the only relationship among the advertisers represented is that they happened to be included together in an electronic "coupon book", is really just a collection of different commercials. The collection does not provide sufficient tie-in among the advertisers to comprise co-sponsorship.
The term "commercial" is used herein in a very broad sense to mean any message intending to motivate a recipient to take an action favorable to an advertiser. Commercials may be simple textual banner ads, but more preferably include rich-media graphics such as animation, a photograph or other image, or an audio tract. Still more preferred commercials include video and branding graphics. Especially preferred commercials will be those that communicate a value proposition communicated in 30 seconds or less. Currently the most preferred commercials include an audio tract, a video tract, branding graphics, and hyperlinks, all delivered in a single executable file. These and other embodiments are as described in concurrently filed application serial nos. and , corresponding to attorney docket 604.07 and 604.08, respectively which are incorporated herein by reference. Still other preferred embodiments include "slide-show" commercials as described in concurrently filed application serial no. corresponding to attorney docket 604.09, which is incorporated herein by reference.
The term "advertisers" is used herein in the broadest possible sense, including any entity trying to impact the behavior of people. In many instances the desired impact will include motivating the recipient to purchase goods or services. In other instances the desired impact may be to cause the recipient to vote in a given manner in an election, or a poll. In still other instances the desired impact may be of a very general nature, perhaps increasing societal awareness of alcoholism.
The set of recipients 41 targeted to receive the e-commercial 31 may be of any size, up to several hundred thousand recipients or more. Generally, there is greater value in providing larger numbers of impressions, either by targeting a relatively large number of recipients, or by increasing the frequency of the distributions. It is contemplated, however, to narrowly select the recipients, and even to send out commercials on an individual basis. Methods and systems directed to narrowly selecting and targeting prospects are described in concurrently filed application serial no. , corresponding to attorney docket 604.14, which is incorporated herein by reference.
Tracking of responses to e-commercials can range all the way from merely recognizing that the commercial was delivered to the recipients, to recording a recipient's click-throughs to web sites, the dates and times that a recipient played a video clip or viewed a particular slide of a slide show, and the name and e-mail address of any contacts to which the commercial was forwarded. The tracking system 60 may or may not be capable of matching up responses with individual recipients. Suitable methods and systems directed to tracking are described in concurrently filed application serial no. , corresponding to attorney docket 604.07, which is incorporated herein by reference.
Updating of database 50 is preferably controlled by the distributor 10, although not necessarily carried out by the distributor 10. The database 10 may physically reside on a LAN or server belonging to one of the advertisers, or another entity altogether, and it may be the advertiser or other entity that actually carries out the update. Thus, where it is stated herein that something is done "by" a distributor, advertiser or other entity, the term "by" is to be interpreted in what is considered to be its usual broad meaning, which includes "by or on behalf of.
The type of information being updated preferably includes addition, correction, and deletion of address and names, responses of targeted recipients to particular content or style
of advertising, and so forth. Database 50 will therefore generally grow larger over time, even though some records may be deleted, and for this reason database 50A is depicted as including all of database 50.
Another option, however, is for the system to keep track of which data resulted from which campaigns, such that portions of the database 50 or 50A can be split out for a given advertiser. There may, for example, be a contractual relationship between an advertiser and the distributor that provides for the advertiser's ownership or usership of a portion of the database 50 or 50A. Upon termination or expiration of the contract, or upon some other event, the distributor 10 may copy or move that portion to the advertiser, and thereby potentially lose control over that portion.
The advertisers 21, 22 of Figure 1 and the advertisers 23, 24 of Figure 2 may or may not overlap in some manner. Thus, it is contemplated that some advertisers may co-sponsor commercials with certain advertisers, but not with others. In exemplary permutations, advertisers 22 and 23 may be the same entity, or advertisers 21, 22, 23, 24 may all be different entities.
Thus, specific embodiments and applications of maintaining and operating shared prospect databases for use in advertising programs involving electronic commercials have been disclosed. It should be apparent, however, to those skilled in the art that many more modifications besides those already described are possible without departing from the inventive concepts herein. The inventive subject matter, therefore, is not to be restricted except in the spirit of the appended claims. Moreover, in interpreting both the specification and the claims, all terms should be interpreted in the broadest possible manner consistent with the context. In particular, the terms "comprises" and "comprising" should be interpreted as referring to elements, components, or steps in a non-exclusive manner, indicating that the referenced elements, components, or steps may be present, or utilized, or combined with other elements, components, or steps that are not expressly referenced.
Claims
1. A method of marketing electronic commercials, comprising: providing a database of prospects; contracting to distribute an electronic commercial to a targeted set of recipients selected at least in part from the database, the commercial being co-sponsored by at least a first advertiser and a second advertiser; distributing the commercial to at least some of the targeted set of recipients; tracking a response parameter with respect to responsiveness of the targeted set of recipients to the commercial; using at least some information relating to the tracking to update the database and distribute a subsequent commercial that is co-sponsored by at least a third advertiser and a fourth advertiser.
2. The method of claim 1 wherein distributing of the commercial is performed by a distributor that is also a custodian of the database.
3. The method of claim 2 wherein the distributor is involved in the step of contracting.
4. The method of claim 1 wherein the second and third advertisers are the same entity.
5. The method of claim 1 wherein the first, second, third, and fourth advertisers are all different entities.
6. The method of claim 1 wherein the commercial provides a click-through link to a website of the first advertiser.
7. The method of claim 1 wherein the commercial contains software code to close a transaction between at least one of the targeted set of recipients and at least one of the advertisers.
8. The method of claim 1 wherein the transaction comprises an on-line purchase.
9. The method of claim 1 wherein the commercial being co-sponsored does not include providing the targeted set of recipients with a coupon.
10. The method of claim 1 wherein the step of distributing further comprises distributing the commercial as an executable file.
11. The method of claim 10 wherein the step of distributing further comprises sending the executable file via e-mail.
AMENDED CLAIMS
[received by the International Bureau on 21 February 2000 (21.02.00); original claims 1-8 amended; remaining claims unchanged (2 pages)]
A method of distributing electronic commercials, comprising: providing a database of prospects; contracting to distribute an unsolicited electronic commercial to a targeted set of potential consumer recipients selected at least in part from the database, the commercial being co-sponsored by at least a first advertiser and a second advertiser, where the first and second co-sponsors are distinct entities from each other; distributing the commercial to at least some of the targeted set of recipients; tracking responses of individual recipients to the commercial, the responses being of a type that would aid marketers in better targeting subsequent commercials; and using at least some information relating to the tracking to update the database and distribute a subsequent commercial that is co-sponsored by at least a third advertiser and a fourth advertiser, where the third and fourth co- sponsors are distinct entities from each other.
The method of claim 1 further comprising: providing the user with an item list that lists at least a subset of the multiple types of items; providing a third data entry interface that allows the user to select the item from the item list.
The method of claim 1 further comprising: displaying parameter usage iriformation to the user for use in selecting the selected parameter.
The method of claim 1 further comprising: displaying value usage information to the user for use in selecting the value.
5. The method of claim 2 further comprising: providing the user with a hierarchical access to the item list,
6. The method of claim 1 further comprising; providing the user with an item list; providing a data entry interface that allows the user to select the item from the item list; and displaying parameter usage information to the user for use in selecting the selected parameter.
7. The method of claim 6 further comprising: providing the user with a hierarchical access to the item list.
8. The method of claim 6 further comprising: displaying value usage information to the user for use in selecting the value.
9. The method of claim 1 wherein the commercial being co-sponsored does not include providing the targeted set of recipients with a coupon.
10. The method of claim 1 wherein the step of distributing further comprises distributing the commercial as an executable file.
11. The method of claim 10 wherein the step of distributing further comprises sending the executable file via e-mail.
Priority Applications (2)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| AU64114/99A AU6411499A (en) | 1999-10-12 | 1999-10-12 | Custodial database for on-line marketing and purchasing |
| PCT/US1999/022952 WO2001027765A1 (en) | 1999-10-12 | 1999-10-12 | Custodial database for on-line marketing and purchasing |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| PCT/US1999/022952 WO2001027765A1 (en) | 1999-10-12 | 1999-10-12 | Custodial database for on-line marketing and purchasing |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| WO2001027765A1 true WO2001027765A1 (en) | 2001-04-19 |
Family
ID=22273732
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| PCT/US1999/022952 WO2001027765A1 (en) | 1999-10-12 | 1999-10-12 | Custodial database for on-line marketing and purchasing |
Country Status (2)
| Country | Link |
|---|---|
| AU (1) | AU6411499A (en) |
| WO (1) | WO2001027765A1 (en) |
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| WO2013109475A1 (en) * | 2012-01-17 | 2013-07-25 | Alibaba Group Holding Limited | Method and system of creating a graylist for advertisement message transmission |
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