In the world of marketing, timing is everything! A big part of mastering your messaging workflow is knowing the perfect time to expose a shopper to an ad. The goal is to push them through the buyer's journey and deliver impactful messages that leave guide shoppers towards making a purchase.

One way to do that is through behavioral targeting.

The Basics of Behavioral Targeting

This marketing technique involves using someone's online behavior to provide relevant marketing materials. It's slightly different from contextual targeting, which focuses on whatever website a user is on. Instead of catering ads to the website, behavioral targeting prioritizes the user.

Say, for example, that you have someone who's spent a lot of time looking up computers. With behavioral targeting, you can send specific computer advertisements to every website they visit. It's like billboards that follow the user to every website they see.

How It Works

Behavioral targeting is a complex process, but its positive effects on messaging workflow are undeniable.

Generally, the process starts with data-gathering. Behavioral data can come from CRM systems, marketing automation systems, individual sites, and more. The type of data gathered is comprehensive. It might include:

• Web element interaction
• Frequently visited pages
• Purchases
• Transactional progress
• Time spent on websites
• Viewing times
• Search history
• Clicked links

With that data, behavioral targeting puts users in a marketing segment. Segmentation is a crucial piece of the puzzle and adds that sense of personalization. Users will then see relevant marketing campaigns that encourage click-through and conversion. Click here for more information about messaging workflow.

The Benefits of Behavioral Targeting

Ultimately, this form of marketing is about providing a better user experience. Instead of delivering random ads that a customer doesn't care about, they get highly personalized content that meets their needs.

Behavioral targeting typically leads to more engagement, a better overall ad experience, and higher click-throughs. From a business standpoint, it offers a higher ROI thanks to better conversion rates, more sales, and higher profits.

There's a lot to like about behavioral targeting. It's one of the best ways to ensure that your marketing materials get in front of people it will impact the most.

Read a similar article about customer engagement journey guide here at this page.