16 Sep
Behavioral Targeting is the art of segmenting users based on their browsing behavior which includes their tasks performed online like visiting pages, clicking links, online searches, page visit duration and online purchase history.
Considering the rise in mobile data and the capacity to analyze physical store data, it is easier to further segment the users based on their behavioral patterns.
How does it work?
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Once you accept the cookie notification, they send cookies (not to you) to your browser. This cookie keeps a log of all the actions you take on the particular website as well as your activity across other websites.
This is done to build a user persona and tailor your experience when you visit the website next time.
Types of Behavioral Targeting
Behavioral Targeting can be broadly classified into two types.
On-Site Behavioral Targeting
If the behavioral targeting is performed based on a user’s behavior on a particular website, it is called on-site behavioral targeting. This is used primarily by online shopping sites.
Based on a user’s shopping history and buyer personas, online shopping websites can customize their website to showcase relevant products so that the user sees a personalized shopping experience.
Network Behavioral Targeting
If the behavioral targeting is performed based on user’s behavioral data from across the internet, it is network behavioral targeting. Information collected may include age, sex, marital information, location, device used, interests etc.
Most ad networks use this form of behavioral targeting as they show ads on different publishers or the sites visited by the user.
Benefits of Behavioral Targeting
Marketers have an all access pass to the user data right now. It is essential to make sense of this data and draw logical conclusions from the same. Here are the benefits of behavioral targeting.
- When a conversion happens through behavioral targeting, it not only benefits the business but also makes the customer happier as their time is saved.
- The product or service on offer is highly tailored to the customer based on his online behavior. So, the odds of conversion are way higher than random targeting.
- Behavioral targeting is a great team player when it comes to adding value to the other players in the marketing mix like email marketing where the conversion rates are higher when personalized.
- The data generated from behavioral targeting and its impact will help understanding more about your future customers and anticipate their needs well in advance.
- Behavioral targeting enhances the efficiency of your marketing promotions. Compared to costly trial and error or split testing ad campaigns, it is more economical to zero down on tailored audiences based on their behavioral data and present them with the right offer at the right time.
- Online e-commerce stores use behavioral targeting to offer customers who abandoned the carts during their online session with an irresistible and timed offer so that they restart their buying process and complete it this time.
- Access to user’s buying patterns allows businesses to pair products together for greater savings and target the user with the same. It results in increased order value and a time-saving shopping experience for the consumer.
How is it different from Contextual Marketing?
While behavioral targeting is about the person to whom the ads are shown, contextual marketing largely depends on the medium in which the ads are shown.
For example, it makes sense to show hotel deal ads or flight deal ads on a travel blogger’s website instead of personal finance website.
In the modern-day marketing, marketers take the best of both worlds when they create the advertising mix.
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If you enjoyed reading this article, you would definitely love reading about the importance of context in advertising here.
