This is the summary of an article by Bryan Brown, which talks about the basics of behavioral marketing and it’s advantages. Here’s the link to the original behavioral targeting article: Behavioral Marketing: What It Is and Why It’s So Exciting.
In the business world, keeping abreast of the latest trends in marketing is one of the major keys to success. As the mediums of communication have evolved over the years, from print to radio to television, and now — the Web – so have the ways of promoting a business and bringing them to the masses. Perhaps the latest in advertising an enterprise online is through behavioral marketing, which involves the following or tracking of an individual’s behavior.
Tracking Individual Behavior
Compared to other advertising techniques, which usually aim to send a message to as many recipients as possible, behavioral marketing is more selective. It helps to identify individuals who have the most probability of patronizing a product or service. Basically, this is done by tracking their behavior online, and coming up with profiles that indicate their preferences and plausible character traits. Through this, matching them with the right kind of ads is much easier.
Recent studies about behavioral marketing reveal that they are more effective than the traditional ways of promoting a product. In fact, they are said to generate more number of clicks, emails and responses than other types of advertising strategies.
Connecting the Dots
Through the use of behavioral marketing, one can get to know individual profiles and understand more about them by following their online movements across different platforms. One is through email communication, especially when a user clicks on a message containing an ad. Another is through social networks, as some people respond to ads posted on Facebook or Twitter. Another platform is the Web sites themselves. When a person visits a site and watches a video or signs up for a newsletter, these actions help provide clues about their interests and identities.
Mobile phones provide yet another way to keep track. When someone signs up to receive ads via text messaging, it serves as additional information about him or her. Through wireless technology — smartphone, laptop, or tablet — all kinds of information can be made available to advertisers. By connecting the dots, it is easier to aim for the right clients.
Aiming for the Target
Once a person has been tagged as a prospective customer, he or she can be targeted with the most appropriate ads. For example, if a profile shows that a person is a male who is interested in sports, then promotions about sports equipment outlets and other related material can be sent to him. As a result, these ads will not just be ignored or even deleted and marked as spam in his inbox. Because of his preference for sporting activities, it is highly possible that he might click on the ad links, browse the site, and even make a purchase.
This is only the beginning for behavioral marketing. As long as the Web continues to be a major business hub and an instant communication platform, then behavioral marketing and other related technologies are essential tools for the online advertiser.