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.
