Behavioral Targeting 101: An Intro For Those Who Are New
The following is a guest post by Future Buzz community member Ruben Corbo.
Are you a marketer looking to receive a great return on investment for your campaigns? In today’s saturated online landscape, we’re constantly in search of new and useful ways to step above the noise and get the attention our company deserves.
Many marketers oftentimes fall short in their quest to reach audiences. They have compelling content, enticing offers, and strong call to actions, however, the audience may not find their message relevant so they move on. Many marketers fail in reaching their goals because they didn’t provide significance to their audience.
I’m sure you’re aware the most successful campaigns are those with messages that are welcomed and anticipated by a target audience. A favorable relationship is built as a result of meeting the demands and preferences of the audience and the right messages are utilized.
Suffice it to say, the highest level of relevance can be attained through the delivery of content that is based on audience behavior.
The concept of behavioral targeting for marketing campaigns emerged out of this desire to supply relevant content to users.
What is Behavioral Targeting?
Behavioral targeting is most often seen in ads on websites, including social network sites, that are relevant to your past searches. For instance, after searching on eBay for video games, you might see ads of gaming systems appear afterwards. Likewise, these ads would also be seen by users who “Liked” a business page of known gaming company from Facebook.
Behavioral targeting has been adopted by online advertisers and publishers as a means of refining marketing campaigns by employing tools that can analyze and gather data of users’ browsing patterns. It can be found along with common stat-gathering programs including landing page visit recording as well as other related software.
Some of the capabilities available by Behavioral Targeting programs include the pages viewed and visited by an individual, the span of stay in websites and web pages, the searches made and repeated, and the type of data they interact with.
This information in return is made into profiles, which will in turn link to the browsers of users.
Based on the users similarities and profiles, they are then further grouped into marketable sectors by the publishers once they receive the data. Visitors who are visiting the same site later on using the same browser will then see ads that are relevant to their interests.
Why do you need Behavioral Testing?
Marketers have been serving relevant content based on a visitor’s actions including the pages they visit, recent purchases and demographics for several years. But according to some studies less than one-third of email recipients responded positively to the tactic. Lately, companies have started employing behavioral targeting as a more effective marketing strategy.
Behavioral targeting is effective because:
1. Web browsing will be more “personalized” thereby making user experience more prone to conversions.
Trust is everything in e-commerce and by appearing as though you’re invested in the interests in your customers, this goes a long way in building trust and gaining conversions. Behavioral targeting creates the impression you care about your customers while getting to know them better.
As a result, the website will be viewed as a smart and reliable outlet for shopping.
2. Your website can take on a more user-friendly interface, reducing bounce rate.
With a massive wave of traffic from various sources on the internet, users are expecting content to be personalized and relevant upon entering a site. This goes a long way in sales and garnering customer trust. After all, consumers nowadays seem to favor online companies that can share their interest.
It’s possible for entrepreneurs to attract more visitors through a customized experience. Behavioral testing allows the customization of a website that could cost a lot of money, and eliminates the need for a large budget to study trends and update the site down the line.
3. Behavioral Targeting helps marketers formulate a more effective cross-channel approach.
Behavioral targeting recognizes the unique needs of buyers in a holistic approach to strategy. Cookie-cutter methods to target consumers are long gone. As such, efforts and cash paid on ads no longer go to waste.
Through behavioral targeting, marketers are able to learn much more about their audiences and develop a deeper appreciation for them. The demographics of customers are taken into consideration and algorithms can determine the interest and choices of users. In summary, it’s much easier to formulate ideas for their campaigns and customer-oriented projects.
Ruben Corbo works for Maxymiser and writes about technology, gaming, music, and online marketing especially topics about behavioral targeting and is experienced on to the topic of converting traffic to sales. When Ruben is not writing he is composing and producing music for short films and other visual arts.
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