Highly personalized and timely marketing requires knowing who is in your audience and how they interact with your business. In the noisy world of digital marketing, relevance is key to reaching your audience. But it’s no longer enough to send targeted messages based solely on your contacts’ demographics or interests effective marketing also uses data about how their audience interacts with their business.
Before web-tracking technology made behavioral targeting possible, digital advertisers relied on contextual targeting, where ads would appear based on a user’s related keywords and/or relevant topics. And while contextual targeting still has its place, behavioral targeting offers several powerful advantages, including tailored advertising and retargeting.
The Behavioral Targeting Process
Data Collection and Analysis
Visitor behavioral targeting data is typically gathered from multiple sources, including websites, mobile apps, CRM systems, and many other marketing automation systems. This data further comprises of an individual’s:
- Demographics
- Login information (in case of registered users) such as frequency of logins, particular hours of logins, number of devices used to log in, and so on.
- Sites/Pages users visit on the site
- Session duration
- Depth of content engagement
- Last engagement date and items purchased
- Page real estate
Using data management platforms is also beneficial. For a reason they don’t just allow you to harvest data about your target audience such as looking at a consumer’s offline information and other data their device gathers regularly, but also store all the information, analyze it, and use it for successful behavioral targeting.
Segmentation
At this stage, visitors are combined into different segments on the basis their behavior. For instance, people who frequently buy chocolates are put under one category, whereas the ones who buy cakes are put under another.
Data Application
Basis on segmentation, unique campaigns are now designed and implemented, at this stage, to match the needs and requirements of specific audience segments and make every advertisement more relevant to them. This not only helps add a personalized touch to your campaigns but increases the chances of more responses and conversions as well.
However, setting up campaigns is just the onset. Measuring and validating the performance of your personas and targeted content is equally essential. Using qualitative and quantitative tools such as analytics, heatmaps, scroll maps, and visitor behavior analysis, as well as A/B testing your campaigns on specific segments to understand whether or not you’re moving in the right direction, is crucial.
Benefits of Behavioral Targeting and Personalization
More than a luxury website personalization is now hygiene helping businesses flourish in the era of stiff competition. Treating each website visitor as a separate and unique entity, and engaging with them in a more complex interaction than the conventional one-site-fits-all strategy has become paramount. So, by interpreting a visitor’s intention in real-time using behavioral targeting, it becomes possible to respond to each intention in a personalized manner.
Recommendation engines that show products/services basis a visitor’s past content consumption: YouTube is a great example to quote here. The video-sharing platform, through its personalized recommendation engine, provides multiple video recommendations to its users alongside showing relevant ads.
Benefits of Behavioral Targeting
Besides being a good marketing technique, the advantages of using behavioral targeting are much more tangible than abstract number systems. Creating campaigns using visitor behavior data not only benefits businesses, but visitors themselves can reap multiple rewards as well.
Behavioral targeting serves as one of the best techniques to re-target and/or re-engage with visitors who abandoned your site due to some or other reasons. By putting together the missing pieces of information about a visitor’s on-site journey such as the products/services they showcased their interest in but left without buying, and other similar information, you can retarget them by showing content (messages, products/services, etc.) that reinstate the closed conversion process.
How can Outlook Media India help you with same
We at Outlook Media love to stick with basics and add a pinch of creativity to every Nik and corner of a marketing campaign with the help of traditional methods and modern creativity we help all our brands to increase their brand awareness until they become an industry standard.
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