Promotions or marketing campaigns do not work successfully until you can target and identify a specific consumer audience. Behavioural marketing achieves this for you. Behavioural marketing can be complex, yet is simple in it's own right. Some folks have an issue with privacy where behavioural marketing is concerned. We'll see why later on.
Consumers accept that their behaviour may be traced and used to target them with relevant ads, but they are now requiring transparency of the advertisers as well as a real value. For this, consumers are willing to agree to receive behaviour based ads.
For instance, say you wanted to market a specific car towards people who you know (from their website behaviour) are looking for, or are at least interested in, that type of car. Your ads for that car would ONLY be set in front of customers who are known to have searched information on that car. This tactic gives the marketer a prospect that is laser targeted and increases the possibility of a sales conversion. This is the basis of behavioural marketing in a nutshell. If you can get your product in front of consumers who are specifically interested in it, sales will result.
Here's an experiment for you that is simple to do and demonstrates this marketing tactic nicely. Perform a search for "online education" at Google, Yahoo or your favourite search engine. Pick one of the results, click on it and ask for more information via email. Now watch your email inbox over the next 24 hours and you will notice a LOT of emails from all types of online universities, schools and colleges.
You were being tracked, did you? That is exactly how behavioural marketing works. Go one step further and pick a specific field of education. In the next 24 hours, you should begin to receive offers for that field of study direct into your email box.
Behavioural marketing is fairly new and has added a competitive edge to strategic marketing. What behavioural marketing does is examine a consumer's website activity without their knowledge, then send ads that are based on that activity. Behavioural marketing is becoming a conventional technique as it gains popularity. Therefore, behavioural marketing is about relevant placement of advertisements that is based on customer website activity feedback.
Behavioural marketing is the technique that publishers and advertisers alike can use to increase their website ROI. Even more than results, behavioural marketing helps increase the campaign's effectiveness.
Behavioural marketing can be seen in negative light if it goes out of bounds and offers nothing to consumers for the ability to track their Internet behaviors. Consumers must be able to opt-in so they aren't shocked when the ads begin to roll in. A little free content is necessary and makes being tracked worth the consumer's while. Behavioural marketing is a link to matching customer activity to targeted ads delivered dynamically. T
he online medium is the only place where this is feasible. As a tactic, behavioural marketing's success is deeply rooted in the opinion of the Internet public.