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Behavioral Targeting – The Good, The Bad, and The Ugly

Marketing is a very wide field and every day there is something new to explore. In the recent times, the behavioral targetinghas become one of the most talked about topics with the marketers finding ways to know more about it. If you too belong to the marketing field, it is necessary to be aware of the advancements so that you are able to bring out the best. Let us take a deep insight to what actually is the behavioral targetingand how it is beneficial for promoting your products and services…or hurt your business! What is Behavioral Targeting? As the term suggests behavioral targeting is all about understanding the interest of the visitors and targeting them accordingly. The behavior can be studied for a week, a day or even for a fixed amount of time. This study can be based on the interest of the individuals, the browsers used by them to reach the website and many other factors. Based on the different results, the marketers reach to a conclusion and then frame the marketing strategies to target their customers. The overall idea of this concept is to understand your customers in a better way and offer them the desired services.

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Right Source Marketing

Right Source Marketing is a marketing consulting firm that provides clients with a unique blend of strategic consulting and interactive marketing services. With offices in the Washington DC and Baltimore areas, the firm works with clients to create unique, effective and measurable solutions to each organization’s particular marketing challenges…

OTHER ARTICLES
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Read More
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Top Account-Based Marketing Events for Marketers to Attend in 2023

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Article | July 7, 2022

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Spotlight

Right Source Marketing

Right Source Marketing is a marketing consulting firm that provides clients with a unique blend of strategic consulting and interactive marketing services. With offices in the Washington DC and Baltimore areas, the firm works with clients to create unique, effective and measurable solutions to each organization’s particular marketing challenges…

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The Wall Street Journa | May 29, 2019

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Read More

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Read More

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PR Newswire | June 07, 2023

Intellimize, the leading experience optimization platform, has released a turnkey Salesforce integration that makes it easy for B2B marketers to target website visitors from any account and deliver personalized experiences on every page. The release also includes the ability to deanonymize visitors from key accounts and arm sales teams with personalized outbound experiences for target prospects. ABM success requires a deep understanding of each target persona to deliver the right personalized experience at the right time. However, the bane of every ABM marketer has been to identify which anonymous website visitors are from key accounts so they can show personalized content right from their first page view. Intellimize's Salesforce integration with Enhanced Match solves this, making it easier to show personalized content for each prospect at every opportunity stage, to satisfy the individual needs of the entire buying committee. "This is a real game changer for ABM Marketers – to be able to personalize for the entire buying committee, even the anonymous ones, is huge," said Tracy Sestili, Intellimize Chief Marketing Officer. "Plus it really creates synergy among the sales and marketing teams to deliver account based experiences (ABX) at scale." Marketers no longer need to rely on manually setting up campaign UTMs or manually building hundreds of personalized landing pages in order to deliver the content their buyers need to move through the funnel. Using Intellimize, they can create targeted outbound landing pages enabling sales teams to confidently send emails, texts, or direct mail and be certain that each key account will arrive on a landing page personalized just for them. "I'm thrilled that we can provide B2B marketers with everything they need to deliver 1:1 ABM experiences throughout the buyer journey," said Guy Yalif, Intellimize CEO. "With a few simple clicks, marketers can connect their valuable Salesforce data to automatically generate personalized experiences for each unique visitor, within each unique account." This Salesforce integration compliments Intellimize's existing behavioral targeting capabilities which allow marketers to create personalized experiences using on-site visitor behavior so companies can meet prospects where they are in their purchase journey. Marketers have, for example, tailored homepage content for target prospects who visited a product page twice in the past week to highlight that product of interest. Intellimize is the only codeless platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams at Gong, Okta, Drift, Coupa and Sumo Logic gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. About Intellimize Intellimize is the only codeless SaaS platform that uses AI to optimize for 1:1 personalized website experiences across the entire buyer's journey. Marketing teams gain a competitive edge when using Intellimize to drive efficient pipeline and revenue growth in a cookieless world. Leading marketing teams at Gong, Okta, Drift, Sumo Logic, Coupa and more trust Intellimize to inspire, test and learn faster, drive revenue, and be more efficient. Intellimize is backed by Cobalt Capital, Addition, Amplify Partners, Homebrew, and Precursor Ventures. Learn more on the Intellimize website or follow them on LinkedIn, Twitter, or Facebook.

Read More

Behavioral Ad Targeting Not Paying Off for Publishers, Study Suggests

The Wall Street Journa | May 29, 2019

Are creepy advertisements really necessary to support the free web? A new academic study suggests they aren’t. Behavioral advertising, which involves collecting data about readers online behavior and using it to serve them specially tailored ads, often through bits of code called cookies, has become the dominant force in digital advertising in recent years. But in one of the first empirical studies of the impacts of behaviorally targeted advertising on online publishers revenue, researchers at the University of Minnesota, University of California, Irvine, and Carnegie Mellon University suggest publishers only get about 4% more revenue for an ad impression that has a cookie enabled than for one that doesn’t. The study tracked millions of ad transactions at a large U.S. media company over the course of one week.

Read More

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On January 23, 2017, the FTC Staff released its long-awaited Report ("Report") on cross-device tracking following its November 2015 workshop on the topic. The Report explains what cross-device tracking is, discusses the benefits of and challenges posed by tracking consumers across their many devices, and outlines industry efforts at regulating this technology. The Report concludes by offering recommendations to industry regarding transparency, choice, the use of sensitive data, and data security.

Read More

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