Behavioral Marketing – Behavioral Targeting

In the competitive business world it is very important to understand customer behavior in order to predict their desire and requirements. Behavioral marketing is the term used to describe the marketing strategy adopted by advertisers to make their campaigns more effective. Behavioral marketing lets you get in front of your target audience when they are most likely to purchase your product or service. In behavioral marketing, the information is collected based on individual’s web browsing behavior such as the searches they have made or the pages they have visited. This information is then used to decide which advertisement to be displayed to this individual. The advantage of behavioral marketing is that it delivers the advertisement to the users who are most likely to be influenced by them. The targeted audience could be based on factors like geography, demographics, the surrounding content etc. Behavioral marketing are also used on ecommerce or retail sites as a method to offer the relevant products and promotions on a visitor by visitor basis. Behavioral marketing focuses on mainly four types of customers:

  • Economic Shoppers: These are the shoppers who are interested in product quality, prices, value and other economic factors.
  • Ethical Shoppers: These are the shoppers who avoid websites which are unethical.
  • Personalizing Shoppers: These shoppers like to interact with the customer service staff.
  • Apathetic Shoppers: These shoppers avoid shopping and only shop when they must.

There are mainly three kinds of Behavioral marketing:

Based on Webpage Visited:
In this type of behavioral marketing, the behavioral segments are developed by accumulating the information on the type of website the user frequently visits. For example: if a users frequently visits or then the user is most likely to be a target for branded or fashion related sites when they are found on other general content type sites.

Based on Keyword Search Or Content Read:
In this type of behavioral marketing, the behavioral segments are developed by finding users who have made a search on specific keywords or read content with those keywords on it. These keywords will be the targeted keywords for your site as well. Based on that information you can run your advertisement campaigns to these users. For example: if a user reads an article about health issues, you can use behavioral marketing technique to target top ten keywords that occupy the concept of the page.

Based on Past Visitors:
In this type of behavioral marketing, the behavioral segments are developed by referring to users who have visited your website. You can keep the record of your visitors by placing simple codes on your website. You can place multiple codes on different pages and create segments for the individual pages like “home page viewers” etc. You can keep in track which page gets more visitors and which don’t, where you lose most of the visitors etc. Using this information you can improve your site quality.

There are mainly two benefits of behavioral marketing: You can enrich the relationship with your existing customers and you can acquire new customer relation too. Behavioral marketing is about providing your services or products to the users who have the desire for it, making it one of the best forms of marketing.

MAY 16, 2008 ISSUE #10