Behavioral Targeting
Search tag: behavioral targeting, keywords, internet marketing,
Internet Marketing: Behavioral Targeting
The internet marketing world is going through a quick-change phase with the phasing out of the marketing techniques belonging to the 1990s. Internet marketing has been based basically on keywords, where keywords and keyword phrases are targeted. With changes in technology, advertisers are now targeting customers based on demography, behavior and dayparting (time of the day or day of the week).
Behavioral targeting is a relatively new concept and is what advertisers are more interested in. Targeted ads reach consumers who are interested in a particular product, and eliminate the trial and error method. With the internet making it easy to record consumer behavior, behavioral targeting is on its way up. Savvy marketers are employing search engine optimizing and pay-per-click (PPC) advertising in combination with demographic and behavioral targeting.
Behavioral targeting is not without its disadvantages. The biggest disadvantage is its limited reach. It is helpful in case the targeted consumer is highly motivated. However, since consumer preferences change quickly, even a marginal delay in targeting the consumer may misfire. And, ignoring certain potential customers by not reaching out to them harms the interest of the marketer. Many people need to be influenced and motivated through advertising. Behavioral targeting closes the doors on such consumers.
Internet marketing experts are expecting US advertisers to spend $1.2 billion in 2007 on behavioral targeting, increasing the budget to $2.1 billion in 2008. Supporters are of the view that behavioral targeting is a win-win situation for everyone. The advertiser hits the mark more often, the publisher conversion ratio shoots up, and the consumer receives more relevant messages related to his or her preferences.
However, consumers and advocate groups are getting increasingly vocal against the lack of disclosure and loss of privacy. Consumers are exposed to increased risk of identity theft and misuse of personal information. So, these issues do need tackling, and consumers need reassurances that behavioral marketing will be in their ultimate interest.