Brands are trying to reach out to their consumers in a more personalized manner than ever before to understand their unique needs. And social media has made this much easier through relevant ads, via data shared by its users.
Companies are using consumer activities to ascertain the most effective messages and advertisements to attract specific consumer demographics. This is a customer-oriented approach to their marketing strategy. Brands collect data from their customers and site visitors from various sources and use it to their advantage to gain more consumers – this is called ‘behavior targeting’.
What is Behavioral Targeting?
Behavioral targeting is a highly personalized and timely marketing strategy, whereby the company or brand knows its audience and understands how they interact. Relevance plays a significant role in reaching the audience. Its more than targeted messages, which are based solely on the contacts’ demography or interests, it involves data about how the audience interacts.
In simple words, behavioral targeting uses consumer activities to ascertain the most effective messages and advertisements to attract specific consumer demography. It makes highly personalized and timely marketing by pairing contact data with real-time information about the actions and inactions that the contacts take online.
Through this, brands and companies are able to better target people in their audience and create more personalized experiences for higher engagement and a greater return on their marketing investments. As such, they are able to connect with prospects and customers who are most likely to purchase their products, engage with their app, or contract the goods and services.
Behavior targeting is personalized marketing and is more effective, thus it’s good for business.
Types of Behavioral Targeting
There are two main types of behavioral targeting:
- Onsite – this happens within a particular site and is implemented as part of website personalization. Ads are placed as per the users’ behavioral data and other information about the visitors gathered on the pages of the same platform. Such ads can be used on home pages or product categories, where users can see products that they may find interesting.
- Network – the brand or company collects cookies and IP information to interpret the users’ interests and purchase intentions. The company then comes up with customized personal ads and engagement.
Behavioral targeting reaches out to the user and increases engagement. Marketing experts believe that personalized content when sent with the right content at the right moment boosts the likelihood that the audience will take the action. Furthermore, it empowers advertisers and brands to test, learn and discover which audiences drive the highest value.
