What is BEHAVIORAL Targeting?

Behavioral targeting is a method of advertising that targets consumers based on their online and offline behavior. Online behavioral targeting is made possible by the use of cookies. When a consumer visits a site that has an advertisement, a cookie is sent to the computer and tracks future browsing behavior allowing marketers to target their advertising more accurately. For example, if someone visits a tool blog, he or she may be targeted with advertisements from a recently visited tool e-commerce site.   Offline behavioral targeting is possible by way of mobile location technology. If a consumer opts into location-based services on an app on their phone, this information may be used to reach consumers based on their real-time location. For example, targeting a consumer with a coupon when they are within a half a mile radius of a particular store. We have a few different types of targeting: this article will talk about behavioral targeting, we then have, contextual, search, site and predictive targeting. Consumer behavior or behavioral targeting can be grouped into four categories, awareness, preference, engagement and advocacy. Each category is important and plays a role in the purchase decision.

 

Behavioral awareness is the first phase the consumer enters into, this is where the consumer is introduced to the product or service. It could be that the product or service is new to the market place or just new to the consumer. Consumers become aware of a product or service like geotargeting, mobile phone advertising or location-based advertising through a variety of different ways. For example, they could become aware of something through word of mouth, ac advertising medium like geofencing or something traditional like radio or tv. To establish awareness marketers will want to use tactics that will allow them to communicate to the large audiences at one time, be general in the information given so that the consumer does not disqualify themselves quickly. Once the consumer becomes aware of a product or service this phase is called preference behavioral targeting. The consumer seeks out one brand over another competing product or service. One example of this would be McDonald’s over Burger king. In terms of behavioral targeting through mobile phones or geofencing the behavioral targeting will be the action the consumer hopefully takes.

 

Getting the consumer to take an action of preference requires a more detailed and behavioral targeted ad that is sent to a specific group of consumers in the hopes of influencing their decision. The consumer behavioral targeting of engagement the most important because if the consumer does not engage then there is no action towards a purchase. Consumer engagement involves making a pre purchase or purchase decision. This could involve many things, asking questions, talking to family or friends, visiting a website and surfing the net. Educating one self prior to making the purchase is what surfing the net is all about. The consumer starts off asking one question and after reading blogs, visiting websites and talking to people they realize they asked the wrong question. So they start the process over again with a better clarification question and find new possibilities. This is the moment of truth for the consumer and marketer. This is the point at which the consumer determines if their original thought was correct, validated and follow through with their intent of a purchase. If the consumer has come across new information they must determine if it’s accurate and reflects the reality of their purchase experience, will it fill their need. If the answer is yes, the consumer then moves to the last and critical category of behavioral advocacy. Advocacy behavioral targeting is the word of mouth shared by all consumers one to one.

 

Whether the consumer is satisfied or not their experience will be share with others. If the consumer has a positive experience then that is what they will share with others. This might impact the preference of other consumers to take action and make a purchase, provided that the consumer is only satisfied and not loyal to their current product or service. If the consumer has a negative experience, they have the energy of ten people and will shout from the top of the hill all the way to the valley, telling everyone about their negative experience. Whether or not you want to listen you will hear them and they will be heard. This too will have an impact on other consumers, influencing their purchase decision.

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