Are you using behavioral targeting in your marketing campaigns?
Behavioral targeting. Mention it and marketers start to drool. But what is it exactly?
Behavioral targeting is a practice marketers use to identify web visitors based on certain behaviors they exhibit. Such behaviors might be:
- clicking on your company logo
- adding a product to the cart and then bailing
- adding to the cart and then purchasing
- watching a particular video
- visiting your site 5 times in the last month
- returning to your site for a second visit
- not returning to your site in 6 months
Each behavior might lead to a unique marketing campaign with its own parameters and goals. In the case of visitors who added a product to the cart but didn’t buy, you might send out an email with a special discount aimed at convincing them to pull the trigger or simply finish where they left off. Or you might offer something special in a series of display ads you that you’ve across the web using “retargeting.”
There are many ways to act on these behaviors as more and more tools are incorporating this into their scope.
In my day-to-day I am experimenting with display ads targeted at shopping cart abandoners. I am also testing unobtrusive popups on returning visitors vs first time visitors. But how bout you? How are you using behavioral targeting?
