Behavioral targeting: an effective marketing strategy

October 7, 2010

in Behavioural Targeting

Behavioral targeting: an effective marketing strategy

Behavioral targeting is a strategy to effectively disseminate timely advertisements to the right person at the right time. This strategy has been put under fire because of concerns regarding privacy. The need for effective tools for marketing is as glaring as the need to survive in the world of business.

Behavioral targeting is an interesting way of marketing in the internet apart from the conventional strategies. It presents a good vantage point for entrepreneurs on how to place their marketing plan. The ability to see opportunities for business expansion, when or when not to move, and which group of people to target are information that are critically needed by any entrepreneur to have better profit. In the on-going struggle to keep the internet business flowing, behavioral targeting might answer the call in the need for effective ways to do advertising with high returns.

Changing how advertising works

It changed the way we look at advertising and the internet. It has proven us what personal information from possible consumer can do to have a booming online business. The concept on how behavioral targeting strategy is an idea of gathering personal information and past transactions in the internet. With that, you can organize your marketing moves as accurate as whom would you advertise your products and services.

How behavioral targeting works

The internet has made distance and cultural differences disappear in just a click. DPI (Deep Packet Inspection) is a technology used by the service providers and governments in a wide range of applications including behavioral targeting. It enables advanced security functions as well as internet data mining, eavesdropping, and censorship. This is also done with cookies, which are text files that are sent to the web browser from the web server that’s hosting the web pages being queried. The fact that cookies can identify the user/web browser combination is top to our discussion about behavioral targeting, because the behavioral targeting process installs additional cookies specifically to track what web pages have been viewed.

A promising advertising tool

Using that information to make timely advertisements which are specific to the needs of individuals is imperative to get better ROI (Return of Investments). Targeted internet marketing comes at an appropriate time when the competition for online supremacy is a battle to the wire. Entrepreneurs will use any tool to take significant advantage over competitors in today’s market situation. Behavioral marketing is a promising tool to win the competition for better ROI and to adapt to the paramount challenges online marketing poses.

Privacy concerns

Indeed, behavioral targeting offers a lot of promising opportunities to the entrepreneur. However, this concept has been rocked by concerns regarding privacy. The personal details that are gathered are very accurate and it entails name, address, websites visited and purchases made. That information can be used in bad motives such as identity theft or bogus advertisements to lure a person into releasing money. This scrutiny about behavioral targeting affects the public acceptance to be the mainstream marketing strategy.

Conclusion

Surely, for entrepreneurs, the need for more effective ways to disseminate their advertisements at lesser cost and greater returns is continually a greater perspective. Consumers alike will benefit from these concepts because they will get the advertisements of products and services that are of their interest and need. Behavioral targeting must be the messiah to the on going struggle for the best marketing strategy.

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