Behavioral targeting now
I have been promoting the pros of behavioral targeting to clients for a while. It goes beyond a simple targeting technique and gives advertisers valuable consumer information that guides successful campaigns. By anonymously tracking user information, marketers can arm themselves with current consumer information that provides priceless feedback, if advertisers can accurately decipher the data through thorough analytics.
To adapt to our converging world, we should look at behavior as more than just a way to target viewing and more as a technology platform of its own. I cannot over stress how powerful implementing behavioral technology on the corporate side can be in terms of displaying relevant data. My experience has been that conversion rates and overall loyalty spike significantly. The best use of behavioral targeting today is Amazon's display of relevant product suggestions based on users' past viewing behavior, past purchases and similar customer patterns.
