Approximately 24% of digital marketers are using behavioral targeting today - but how do you ensure that you're optimizing the method effectively?
Before starting to explore methods of improving behavioral targeting strategies, it could be beneficial to see where they are frequently implemented. Advertising experts can create a varied range of interesting targeting campaigns to capture and interact with their target audience in a personalized and dynamic way, for instance:
- Advertising certain offers according to the referral URLs or search keywords used
- Customizing testimonials according to the country or location of the visitor
- Dynamic insertion of keywords into the content of the landing page, or headline
- Offering discounts or loyalty offers on ecommerce websites depending on whether the visitor is returning, or new
- Promoting widgets according to the social media website the user clicked on a link from
- Promoting particular offers and products depending on the day of the week, or time of the day
It's obvious that behavioral targeting possibilities are nearly endless - potentially offering an unbeatable range of methods to personalize your customer's buying experience. However, if you want to embrace the concept effectively, you'll need to start by properly segmenting your audience. The following tips could help
Tip 1: Develop a Centralized Marketing Database
For behavioral advertising to be effective, you'll need to start by creating a marketing database that is capable of capturing the actions, and interactions of users across various channels. This means tracking behavior through site visits, mobile visits, visitors arriving from email links, and banner ads. On top of that, you'll also need to think about all the different segments that exist within your audience pool - from location, to demographic, age range, and beyond.
Tip 2: Know How to Segment
Typically, the best way to segment your audience for behavioral targeting is according to the way that they act on your website, and when browsing the internet in general. Group the contacts that you have gathered in your data pool together according to key characteristics, then be sure that you deliver content to those segments based on the actions you have noticed.
For example, if you create a segment for audience members that have watched a video you provided within the last thirty days, but didn't subscribe to find out more information, you could provide a message that incentivizes them to sign up, or remind them of the key points of your video that they may have enjoyed.
On the other hand, if you do have people on your subscription list, you can use behavioral targeting to insert dynamic content into the emails that you send. For instance, you might include pictures of recommended accessories within an email to a customer who has recently made a purchase from your store - or links to extra information about an article they recently viewed.
Tip 3: Keep Testing and Refining Your Approach
Regardless of how well you may think that you know your business, the chances are that your first effort for behavioral targeting won't be optimal. Don't be afraid to test multiple options in terms of delivery channel, time frame, value, and type. The process for refining your marketing strategy should be one that continues to evolve and grow over time. The more you test different solutions, the more likely you are to find something that works perfectly for your market, and your business.
It may seem like a lot of hard work, and it's fair to say that behavioral targeting has prompted some controversy in the past - but the results are impossible to ignore. Research has shown that behavioral targeting is capable of more than doubling ad effectiveness - as customers are more likely to convert when the advertisements they see relate specifically to them.