Behavioral targeting uses information collected from an individual’s web-browsing behavior (e.g., the pages that they have visited or searched) to select advertisements to display”.
When a consumer visits a web site, the pages they visit, the amount of time they view each page, the links they click on, the searches they make, and the things that they interact with, allow sites to collect that data, and other factors, to create a ‘profile’ that links to that visitor’s web browser. As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles.
Those profiles can be used to allow advertisers to position their online ads in on the screen and in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered. Behavioral targeting has emerged as one of the main technologies used to increase the efficiency and profits of digital advertisements, as media providers are able to provide individual users with highly relevant advertisements. On the theory that properly targeted ads will fetch more consumer interest.
Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or contextual web page content (list of Facebook’s “Detailed Targeting” options). It’s worth noting that many practitioners also refer to this process as “audience targeting”.
Major advantages of Behavioral marketing are that it will help in reaching consumers with affinity, reach consumers that were not exposed to a media campaign, contact consumers close to conversion and in reconnecting with prospects or customers. It is inexpensive, trackable and, IT WORKS!