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Behavioral Targeting

Definition

Behavioral targeting is a marketing technique that uses existing customer data to optimize the effectiveness of marketing campaigns (especially email campaigns). Existing customer data includes information from past email campaigns, including open rates, click through rates, and engagement.

Behavioral data also includes website and event tracking information on interests and page views – as well as customer information like current customer status and lifetime value. Customer information is used to send content that is specific and relevant to each contact.

Why is behavioral ad targeting important (benefits of behavioral target)?

The benefit of behavioral targeting is that it mutually benefits the visitor as much as the site displaying the ads. Using data about users, marketers can create very detailed profiles and display only ads relevant to each user segment.

What is contextual and behavioral targeting?

With contextual targeting, ads are placed based on the page content so no matter who is viewing the page, the offer will match with their intent of reading the page. With behavioral targeting, marketers monitor the online behavior of the user and target ads based on those profiles.

What are the types of targeting?

The 5 types of targeting:

  • Behavioral Targeting
  • Contextual Targeting
  • Search Retargeting
  • Site Retargeting
  • Predictive Targeting
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