Behavioral Targeting: Turning Data into Dollars

How well do you really know your customers?  If you are only using demographics, you probably don’t know enough about them.  The availability of demographic information allows us to reach out to those we think would be most interested in our products.  This is great, but sometimes it doesn’t take you far enough.  There is only so much we can learn about a person based on their age, gender, household income, etc.  The assumption that every 18-34-year-old male loves Game of Thrones, or that every 18-34 female watches the Kardashians is not only inaccurate, but could be disastrous for a marketing campaign.  Behavioral targeting becomes really valuable here because it allows you to further segment your customers based primarily on a customer’s own actions.

Love it or hate it but the beauty of online marketing and behavior targeting is that it allows customers to talk to marketers directly through their website actions.  Cookies mine for data like customer interests, popular products, search terms and pages to incorporate into your digital marketing.  Data is a small word with such huge impact.  As media buyers, this information is invaluable and it helps us place your advertising in front of the audiences where you will get the most ROI.  You can get in on the action as well. Here are some easy ways to incorporate behavioral targeting data into your campaigns:

  • Retargeting: This gives marketers additional opportunities to reengage customers based on their initial web actions. Take advantage of that information so that your next marketing attempt is customized to their behavior. For example, if you notice a customer looking for boots on your retail shoe website, retarget ads for the same or similar boots to get their attention.
  • Trigger emails: Worried about too many emails to a prospect? Don’t be.  Email marketing campaigns with trigger emails, according to research, have double the click through rate of mass emails.  Use these when a customer starts shopping on your site and then suddenly leaves or note milestones (anniversary of signup, birthdays, etc.) and reach out to them on those dates.
  • Social Media Monitoring: Most social media management tools offer a place where you can monitor your and/or competitor keywords to “listen” to conversations. Use this information to guide your marketing.  A few years ago, GAP changed their logo and received backlash on social media.  They have since returned to their original logo.

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