This is the summary of an article from the Keyword Catcher blog. It talks about what behavioral marketing is, why it is effective, and what its advantages are. Essentially, it extends a marketers options if he or she is unable to utilize site placements, but it also gives them the ability to reach out to a targeted, much more responsive, audience. Here’s the link to the original behavioral targeting article: The Effectiveness of Behavioral Marketing.
Just as there are many potential customers out there who might be interested in your products, there are also numerous business owners who are thinking the same thing. Indeed, the competition that awaits any business venture can be tough and very challenging. However, you do not need to worry as there are various strategies and technologies that can help you gain the competitive edge that you need. One of these is behavioral marketing.
Behavioral vs. Contextual Marketing
While both contextual and behavioral marketing are related to targeting customers, there is a distinct difference between them. Contextual marketing is the act of targeting online users based on the content of a Web page that they see. For instance, if a person decides to have a look at a site about gardening, then this indicates that he or she could be a potential target for products and services related to gardening. This kind of method is employed by Google, particularly in their Google AdSense system.
On the other hand, behavioral marketing goes further than that, in that it focuses also on the way that an online user behaves. It works by following a user’s movement along the Web, taking note of which sites he or she clicks on, the amount of time he or she spends on that page, the search inquiries that he or she inputs, and so on. By doing so, a more comprehensive profile of the user can be derived, making it easier to match him or her with a specific product or service.
What You Can Gain
As a business owner, you might ask, “What can I gain from behavioral marketing?” Consider the following advantages that you can acquire through it:
Rather than giving you a vague idea of what prospective customers want, behavioral marketing lets you know more about what they really need. This can lead to you finding and reaching out to those who would really love to use your product or service, instead of thousands who may not be interested at all.
Once a certain segment of online users have been targeted, your advertisements can be more focused on addressing their specific preferences. The result is a more personal, customized service that the potential customer would really appreciate. This increases the probability of them deciding to purchase what you have, and they may even recommend it to their friends.
As you continue to establish and maintain a relationship with your clients, you get to know more about the different ways in which you can develop and improve your products. After all, products tend to evolve and diversify over time, and you, through behavioral marketing, can be one of the first to learn about these changes.