Behavioral targeting

Highly personalized and timely marketing requires knowing who is in your audience and how they interact with your business. In the noisey world of digital marketing, relevance is key to reaching your audience. But it’s no longer enough to send targeted messages based solely on your contacts’ demographics or interests—effective marketing also uses data about how their audience interacts with their business. This is called behavioral targeting.

Behavioral targeting uses consumer activities to ascertain the most effective messages and advertisements to attract specific consumer demographics.The specific types of advertising used are determined by specially-selected behavioral segmentation techniques.

Behavioral targeting makes highly personalized and timely marketing possible by pairing contact data with real-time information about the actions (and inactions) that those contacts take online—like what they are (or aren’t) doing on your website, in your app, or with your multichannel marketing campaigns.

By developing marketing messages for the behaviors that are most important to your business, you can better target people in your audience and create more personalized experiences for higher engagement and a greater return on your marketing investments.

Types of behavioral targeting

With behavioral targeting, you can personalize your marketing based on several different sources of data:

  • Website engagement: What are people looking at and clicking on your site?
  • Campaign engagement: Which emails do people open and click?
  • Purchase behavior: What items did someone purchase, add to their cart, or look at?
  • App engagement: What actions have people taken (or not taken) in your app?