How Behavioral Targeting Can Improve Your Overall Marketing Strategy

Marketing provides solutions to people who need them.
Identifying an audience can be difficult. Meanwhile, distributing
irrelevant ads results in ignored messages. And 47% of consumers
block ads, according to market research firm GlobalWebIndex,
because they find them irrelevant.�

Behavioral marketing is a way to increase the effectiveness of
ad campaigns with hyper-accuracy. By focusing on patterns of
consumer behavior, companies can align their marketing strategy
with specific consumer interests and needs. This translates to
higher quality leads and increased revenue.

Are you looking to incorporate behavioral marketing into your
email marketing strategy? Campaign Monitor can help.

Behavioral targeting in marketing


Behavioral targeting
is a way of advertising that allows
marketers to present relevant messages to consumers based on their
digital behavior. This type of targeting relies on consumer
information like search terms, pages viewed, buttons clicked, and
other website interactions. By understanding the prospective
customer’s online behaviors, marketers can create ads that
pertain to that user’s interests.

The objective of this approach is delivering ads to an
interested audience. By tracking an audience’s behavior,
companies can develop messages that align with an individual’s
needs. This increases the likelihood that viewers will click the
ad, visit the website, and convert.

When a visitor arrives at a new website, code snippets called
“cookies†are placed and stored. Over time, a collection of
cookies will reveal behavioral patterns about the user’s online
search and shopping habits. After profiling users, businesses can
segment them into target groups. Companies can then develop
marketing to meet the specific needs of particular groups.

When you’re able to sell to a potential customer based on
their internet activity, advertising becomes highly targeted. Not
only does this improve sales, but it makes for a more positive
consumer experience. Behavioral targeting enables companies to
deliver valuable information with better timing. You can use a

triggered template to send automatic messages
when your
subscribers perform a particular action. This marketing method
minimizes the chance you’ll display irrelevant ads and boosts ad
campaign performance.

Benefits of behavioral targeting

Behavioral targeting is a reliable marketing technique that
provides several tangible advantages. Campaigns developed with user
behavior data benefit businesses and visitors alike. Here are some
advantages of behavioral advertising.

Create a better user experience

By gathering behavioral information about your target audience,
you’re able to create a personalized experience for your
prospects. When polled,
81% of consumers
said they want brands to get to know them and
understand when to approach them. Behavioral targeting does
this.

Through personalized experiences, people can find the
information they’re looking for more efficiently. They’ll have
a more positive ad experience. Consumers can also keep up with new
products and stay informed about the brands that interest them. It
all leads to a better user experience, building trust in your brand
and keeping people coming back for future transactions.

More user engagement

Ads that aren’t targeted may be irrelevant. This diminishes
users’ willingness to engage with your brand. Behavioral tracking
allows marketers to contact an audience who tends to connect with
specific materials. This enables you to develop ads that appeal to
your market. When your audience values your information, they’re
more likely to click through and see your offerings.

Research shows that
behaviorally targeted ads converted
6.8% compared with non
targeted ads at 2.8%. With successful click-through ads, viewers
can be taken to a company’s website and learn more about their
products and services. Once visitors arrive, the company can offer
valuable content found elsewhere on the site. This increases
clicks, engages the user, and boosts sales.


Traditional advertising
can cast a wide net without yielding
many results. There are thousands of companies vying for the same
audience. Without a highly focused campaign, it’s likely your
company will be lost in a sea of competitors. With behavioral
targeting, you can stand out from the crowd and reach people
interested in your products.

Higher conversion rates

The ultimate goal of any website is to gain high conversion
rates. All your digital marketing efforts are geared toward
converting website visitors into paying customers.

Conversion rates aren’t limited to sales. They include
completed contact forms, calls, and requests for information.
Conversions are any action that gets you closer to closing a
sale.

Behavioral targeting allows you to reach people who are further
along in their decision process. It also helps you track the
metrics customers leave behind. With that information, you can
decide the most effective way to reach them. The more appealing and
relevant your ads, the higher the chance your audience will
convert.

Increased ROI

All businesses aim for a high
return on investment
(ROI). When ROI is low, you’re likely
spending more money than you’re bringing in. Behavioral targeting
impacts your ROI because the more you engage your audience, the
more their clicks convert to sales. This equates to profit.

Additionally, investing money on ads that are reaching the wrong
people is a waste of resources. With highly targeted campaigns you
can create through behavioral targeting, you’re able to reach the
right people the first time.

5 ways to use behavioral targeting in marketing

Behavioral targeting enables you to develop relevant ads and
reach a specific audience. There are several ways behavioral
targeting can improve your marketing strategy, and these five
tactics show real-world examples of how to incorporate behavioral
targeting in your next email campaign.

1. Email retargeting increases sales.

Shopping cart abandonment is a common issue for online
retailers. In fact, a whopping 70% of
online visitors
will abandoned their shopping cart before
completing a sale.

Email retargeting allows you to follow up with those people. You
can encourage them to revisit your site and buy the item, and you
might even offer an incentive to entice them further.

When visitors leave items in a shopping cart, fashion design
house Kate Spade New York sends this email to subscribers:

email from brand Kate Spade that shows an item left in a cart

Source:
Campaign Monitor

The yellow header box catches readers’ attention. An image of
the product remaining in the cart reminds the shopper what they
were interested in, encouraging them to rethink the purchase.

2. Improve customer experiences with targeted marketing.

As discussed before, personalized emails yield better results.
Behavioral targeting allows you to send messages your audience
wants to receive. Swiss company
On
targets its audience based on location, product use,
purchase history, and content preferences.

Example of a personalized message

Source:
Campaign Monitor

Once a transaction occurs, On gets more information about their
users. They use details like running distance and runner type to
send customers timely messages. These emails offer targeted
discounts and friendly reminders about when readers should make
future purchases. On also segments users based on billing country.
They use this information to write messages in subscribers’
native language.

3. Boost revenue with product suggestions.

By personalizing ad campaigns, you can focus on shoppers
individually. This allows you to send product recommendations that
drive sales. JD Sports sent customized product suggestions in an
attempt to generate more revenue, basing recommendations on
previous user preferences. These emails earned their company a

10% boost
in conversion rates. They also saw an increase in
revenue and ROI as a direct result of personalized product
recommendations.

this ecommerce product page shows similar recommendations underneath the product being viewed

Source:
Campaign Monitor

4. Create upsell opportunities.

In addition to product suggestions, companies can leverage
behavioral marketing to create upsell opportunities. Knowing what
drives your audience to interact with your brand is extremely
useful. For instance, Spotify tracks the music their users enjoy
and the frequency at which people listen, allowing them to create
ad campaigns to sell event tickets and drive traffic to their
mobile app.

Email from Spotify that cross sells concert tickets to users that downloaded an album

Source: Spotify

5. Provide customized offers.

Use behavioral marketing to create special offers for your
audience. By understanding their purchase history and interests,
you can develop targeted discounts that offer specific value. This
builds
customer loyalty
and increases sales. Fab realized subscribers
were exploring a particular product on their site. They used this
knowledge to create a special discount, sending the offer to those
people who then received a personalized experience.

Fab behavioral targeting coupon, with headline: "We've negotiated this discount just for you."

Source:
Fab

Wrap up

Behavioral targeting is an effective way to enhance your
marketing strategy. Through a simple, four-step process, you can
learn more about your audience. This knowledge helps you develop a
highly targeted campaign that provides the following benefits:

  • Create a better user experience.
  • Encourage more user engagement.
  • Yield higher conversion rates.
  • Increase your ROI.

Behavioral marketing can be used for email retargeting to
counteract shopping cart abandonment. It can help create an
improved customer experience. Product suggestions help boost
revenue. It provides upsell opportunities and enables you to send
customized discounts to encourage customer loyalty. A marketing
campaign that uses behavioral targeting is sure to generate more
quality leads and drive sales for your business.

For more information about how to incorporate behavioral
targeting into your email marketing campaign, contact our sales
team.

The post
How Behavioral Targeting Can Improve Your Overall Marketing
Strategy
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How Behavioral Targeting Can Improve Your Overall Marketing
Strategy