What is Behavioral Targeting and Why It's Important for Marketing

Understanding Behavioral Targeting: The Basics

Behavioral targeting, huh? Ever feel like your computer knows you better than your own mom? Well, it might, thanks to this sneaky-smart marketing tactic. It's all about showing you ads and content based on what you do online.

Basically, it's digital marketers trying to figure you out. They track your:

• Browsing history: What websites do you visit? What do you click on? If you're constantly looking at cat videos, expect cat-related ads.
• Purchase behavior: What do you buy online? If you just bought a tent, they'll probably show you sleeping bags.
• Interests: What are you searching for? What kind of content do you engage with? This helps them build a profile of what you're into.

It's not just about bombarding you with ads; it's about making those ads relevant. According to mailbluster.com, more than 40% of customers actually prefer seeing interest-based ads. (40% of consumers find the ads they see irrelevant; AI ...) Who knew?

Think about it: you're browsing for a new pair of running shoes, and suddenly, every website you visit is plastered with shoe ads. That's behavioral targeting in action. Or maybe you're researching vacation spots in Hawaii, and bam– travel deals start popping up everywhere. It's kinda creepy, but also kinda convenient, right?

As business.adobe.com explains, behavioral targeting involves three key steps: data collection, audience segmentation, and targeted content delivery. These core components are what make the whole process work.

How Behavioral Targeting Actually Works (Step-by-Step)

Okay, so you're probably wondering how all this behavioral targeting stuff actually works, right? It's not just some magic trick, though it can feel like it sometimes.

Let's get into the nitty-gritty, and- uh, don't worry, it ain't rocket science. Here's how behavioral targeting plays out, step by step:

• Step 1: Gathering the data. This is where the real fun begins- well, for marketers anyway. It's all about tracking what you do online. Like what websites you visit, what you buy, and even what you search for.
• Step 2: Segmenting your audience. Now, they take all that data and sort you into groups. Are you a "frequent shopper?" A "deal seeker?" Maybe even a "new parent?" It all depends on your online behavior. I mean, if you're constantly searching for baby stuff, it's a pretty safe bet.
• Step 3: Delivering personalized experiences. This is where you start seeing the results. Ever notice how ads seem to follow you around after you look at something online? That's behavioral targeting in action. It's all about showing you the right content at the right time.

It's not just about showing you any ad, it's about showing you ads that are relevant to you. It's like, if you're browsing for a new car, you're more likely to click on an ad for a car than an ad for, say, toothpaste. Makes sense, right?

Types of Behavioral Targeting: A Deeper Dive

Okay, so behavioral targeting isn't just one thing – it's like a Swiss Army knife of marketing techniques. Wanna get personal? This is how you do it.

• Website engagement targeting is all about tweaking what people see while they're on your site. So, if someone keeps checking out the same product page? Hit 'em with a discount code, stat. It's like saying, "Hey, we see you, and we want you to buy this!"
• Campaign engagement targeting gets into how folks are interacting with your email campaigns. Did they open it? Did they click a link? If they clicked, send 'em something more specific. If they didn't open, try a different subject line. It's all about what works, right?
• Purchase behavior targeting is where things get really interesting. This is targeting folks who already bought something from you. So, recommend stuff that goes with what they just bought. For example, if someone buys a new laptop, you could suggest a compatible mouse, a protective sleeve, or even cloud storage. This works because it anticipates their needs and makes their new purchase more complete and satisfying. It's like suggesting socks to someone who just bought shoes. Obvious, but it works.

Why Behavioral Targeting is so Important for Marketing

Okay, so why is behavioral targeting like, so important anyway? It's not just some buzzword marketers throw around, it actually makes a big difference.

• It's all about showing the right stuff to the right people. Instead of just blasting out generic ads, you're actually giving folks content and offers that jive with their needs and interests.

• That means better engagement, higher click-through rates, and more conversions. It's a win-win, ya know?

• According to a McKinsey study published in 2022, 71% of consumers expect personalization, and 76% get frustrated when they don’t find it. (What is personalization?)

• Behavioral targeting lets you fine-tune your campaigns, so you're not wasting money on people who will never buy your product. It's like using a sniper rifle instead of a shotgun- more efficient, as they say.

• It's also data-driven, so you can see what's working and what ain't. That means you can tweak your site design and content to get even better results.

• Personalized experiences build stronger connections. Think about it: you're more likely to stick with a brand that "gets" you.

• That means more customer loyalty, repeat business, and good word-of-mouth. Plus, you can find new customers who are into the same stuff as your current fans.

So, yeah, behavioral targeting is pretty important, and it can boost engagement by knowing what content to provide your audience. Next up, we'll look at how to avoid overstepping boundaries with all this data.

Behavioral Targeting vs. Contextual Targeting: Know the Difference

Ever wonder how ads know what you're thinking? Well, it's either magic or marketing. More likely marketing, and it boils down to knowing the difference between behavioral and contextual targeting.

Behavioral targeting is personal, real personal. It's like, they're watching what you do online to figure out what ads to show you.

• Focuses on your past actions. What sites you visited, what you bought, all that jazz.
• Uses browsing history, purchase history, searches, like one big digital scrapbook.
• Aims to make your online experience "personal."

Contextual targeting is way less stalker-ish. It's all about the webpage itself.

• Focuses on what the webpage or app is about.
• Shows ads based on the topic.
• Like, an ad for cooking knives showing up on a cooking blog? That's contextual.

The best move? Use both, for timely, personalized messages. Next up, let's look at some best practices.

Best Practices for Implementing Behavioral Targeting

Okay, so you're thinking about diving into behavioral targeting? Smart move. But before you go wild, let's talk about some best practices – like, stuff you really need to keep in mind.

First things first: be upfront with people. Tell 'em how you're collecting their data and what you're gonna do with it. Don't be sneaky. Get their consent before you start tracking. It's all about building trust.

Seriously, protect that user data like it's gold, because it is! Implement strong security measures to keep it safe from hackers and breaches. No one wants their info leaked, and a breach can ruin your reputation.

Make sure the content and offers you're throwing at people are actually relevant to them. Don't just bombard them with random stuff. Irrelevant ads are annoying, and they'll just tune you out.

Testing and optimization is key to getting the best results from your behavioral targeting efforts.

Measuring the Success of Your Behavioral Targeting Efforts

Okay, so you've been doing all this behavioral targeting, but how do you know if it's, ya know, working? It's not just about feelin' good; you gotta see some actual results, right?

• User engagement's gotta be up. Are folks actually clickin' on those ads and stickin' around your site longer? If not, Houston, we have a problem.
• Click-through rate (ctr); keepin' an eye on this tells you if your ads is resonating, plain and simple.
• Conversion rates; maybe the most important thing. Are people actually buying stuff or signing up for whatever you're pushing? If the conversion rate ain't movin', somethings wrong.

Basically, you're lookin' at whether people are diggin' what you're shovelin'.

The Future of Behavioral Targeting: Trends and Predictions

The future of behavioral targeting? It's not just about more data, but smarter data. So, what's on the horizon?

• Privacy first: People care about their data (rightfully so). Expect privacy-preserving tech to become the norm.
• ai everywhere: ai-powered algorithms will make predictions way more accurate. Think hyper-personalization, but, less creepy.
• Seamless experiences: Personalized experiences across all devices, not just some.

It's all evolving, so stay tuned!

References

• Bain & Company. (n.d.). 40% of Consumers Find the Ads They See Irrelevant; AI-Powered Personalization Can Help Brands Stand Out and Boost Engagement. Retrieved from https://www.bain.com/about/media-center/press-releases/2024/40-of-consumers-find-the-ads-they-see-irrelevant-ai-powered-personalization-can-help-brands-stand-out-and-boost-engagement/
• Adobe. (n.d.). Behavioral Targeting. Retrieved from https://business.adobe.com/blog/basics/behavioral-targeting#how-behavioral-targeting-works
• McKinsey & Company. (2022, October 26). What is personalization? Retrieved from https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-personalization