Behavioral Targeting

Topic Overview

Behavioral Targeting is a digital marketing strategy that involves collecting data about an individual's online behavior to understand their interests and preferences. The goal of behavioral targeting is to provide personalized advertisements and content that are relevant to the individual, thereby improving the effectiveness of the marketing effort.

The process of behavioral targeting typically involves tracking a user's activity on the internet, including the websites they visit, the pages they view, the searches they perform, and the products they purchase. This data is then analyzed to identify patterns and trends, which can be used to predict what kinds of advertisements or content the user might be interested in.

Behavioral targeting can be used in a variety of digital channels, including search engines, social media platforms, email marketing, and content recommendation engines. It's a fundamental part of today's digital marketing landscape, providing businesses with a powerful tool to reach their target audiences in a highly personalized way.

Usage Types

Website Personalization

Behavioral targeting can be used to personalize a user's experience on a website. Based on the user's past behavior, different elements of the website can be customized to appeal to their interests, such as the content they see, the products they are recommended, or the ads they are shown.

Email Marketing

In email marketing, behavioral targeting can be used to send personalized emails to individuals based on their past interactions with the brand. This could include sending special offers to users who have recently viewed certain products, or sending content related to topics the user has shown interest in.

Retargeting

Behavioral targeting is often used in retargeting strategies, where ads are shown to users who have previously visited a specific website or viewed a specific product. The goal of retargeting is to encourage these users to return to the website and complete a purchase.

Search Engine Advertising

Search engine advertising platforms like Google Ads use behavioral targeting to show users ads that are relevant to their interests and search history. This helps businesses reach users who are actively searching for products or services similar to what they offer.

Social Media Advertising

Social media platforms such as Facebook and Instagram use behavioral targeting to show users ads based on their social media activity. This can include things like the pages they follow, the posts they like, and the interests they have listed on their profile.