Behavioral Targeting in Marketing

Tracking browsing history of customers can lead you to key behavioral insights like:

• Who are the best qualified prospects?
• Where they come from and what they are looking for?
• When they are most likely to buy from you?

Behavioral data are true indicators of a prospect’s interest. By looking at which sites they visited, how much time they spent on a web page, and when they made a purchase – marketers can profile their target audience for sending highly relevant and engaging emails.

Research has shown that the best way to predict future activity of a consumer is to analyze his recent activity, and then leverage that information with a real-time automated message. As a visitor moves through a website, his online movements are captured and then respond with well-targeted marketing message. The idea is to avoid one-size-fits-all content to customers and deliver personalized content to a visitor depending on his online behavior.

For example, Adobe Target looks for as much information as possible about a visitor so the system can instantly dis­play rel­e­vant, mean­ing­ful con­tent. It takes into account a mul­ti­tude of infor­ma­tion to deliver just the right con­tent, whether the sys­tem is con­sid­er­ing an individual’s past ses­sion behav­ior, basic demo­graphic infor­ma­tion, par­tic­i­pa­tion in loy­alty pro­grams, spec­i­fied inter­ests, or other pos­si­ble influencers.

One on one experience is a must to engage with a visitor on a deeper and more meaningful level. Behavioral targeting helps in creating a unique experience for each visitor through personalized content. And this is most likely to convert the visitor into a buyer.