Contextual targeting is one method of behavioural targeting. Using demographics to target consumer behaviour can be applied to Internet marketing in a very successful manner. Behavioural targeting puts the focus on appropriate audiences for a product or service ensuring that only those that are interested are targeted, saving you time and money. User behaviour is a tool that can be used to ensure a prospect is part of a viable market, and that your marketing is targeting the best niche markets.
Statistics Show the Advantages to Behavioural Targeting
According to iMedia Connection, 83 per cent of marketers find that behavioural targeting is a go and only 7.3 per cent give it a thumbs-down. The edge of the razor show that there are significant increases in click-through rates (CTR), conversions, and return-on-investment (ROI) when behavioural marketing is applied.
- Increase in CTR: 35%
- Improvements in ROI: 21%
- Conversions: 21%
Including the SEO basics is still a vital part of Internet marketing. However, employing behavioural targeting will narrow it down to just the markets with real interest in what is being offered. In other words, spot the rising trends and use them to your advantage.
Behavioural Marketing: Tips for Success
- Analyse Data Regarding Consumer Behaviour
The idea behind behavioural targeting is that marketers can learn about individuals through their transaction patterns. For example, knowing the purchases an individual has made can give marketers insight. From that information, Internet marketers can target products and services based on a users age, gender and Web use habits.
- Applying Culled Data from Behaviour Targeting
Identifying the trends on your website can also help you improve its format. Examining site user demographics can show which groups have the highest CTRs and ROI. That information leads to understanding what products or services would fit well with the each group within the sites audience. Additionally, this knowledge can be applied to other methods of communication.
- Expand the Market Using Current Demographics
Customer relationship management (CRM) is just as important on the Web as it is with traditional marketing. The first step in getting the word out about your company is making sure each of your customers has a positive experience. Those customers will then share their positive experiences with friends and family members through multiple platforms. They might share the information in person or through social networking.
The Downside of Behavioural Targeting
Potential prospects do not always display an interest through prior behaviour. Targeting customers and clients involves presenting relevant ads and maintaining a certain degree of privacy to produce the desired results.
Nobody is standing around waiting for stamp-marked results, except for the more lucrative prospects. Utilise behavioural targeting to beat out the competition and grow your business.