"Knowing who your customers are is great, but knowing how they behave is even better." - Jon Miller
Behavioral targeting is an action that identify consumers’ habits in
browsing to make educated targeted decisions for the future marketing and
advertising campaigns. For the online stores, behavioral targeting allows them
to predict what costumers will buy in the future.
Nowadays, many parties
use this behavioral targeting in improper way in order to get the other
benefits from the internet users. Thus, not a few people oppose it and raises
the pros and cons of the behavioral targeting. The following are several
reasons why the behavioral targeting is resisted:
- Expensive – It is 20-30% more
expensive than other online advertising strategies. A company needs to invest
in either consultation agencies or consumer research team.
- Doesn’t work for all products – The
behavioral targeting is more effective for products that don’t have mass
appeal.
- Privacy concerns – The behavioral
targeting requires privacy. A person may be annoyed and offended if they
receive an offering emails and their private information may be used by someone
else.
- Problems with cookies – Cookies can
track the online users’ behaviors by observing their mouse clicks. It obtains
enough data to record a user profile and determine their preferences.
- Limited Reach – Behavioral targeting
is effective, but consumer preferences change rapidly. A slight targeting
delays backfires for the consumer and may ignore potential customers for those
who need motivation and influence.
By : Yesaya Biely Febrian
Good article! You tell us before that behavioral targeting is effective, but consumer preferences change rapidly right? So, how the good way to increase the productivity of companies? Thank you.
ReplyDeleteThank you Framework for visiting our blog!
DeleteOf course by implementing the behavioral targeting, the company will know the consumer's behavior and also their preferences. It eases the company to target what consumers want and provide the correct needs. So it's effective enough to increase productivity.
But many pros and cons about the behavioral targeting, especially for the privacy reasons.
Hope this answer may help you. Thank you.
Incredible! What a good question from FRAMEWORK. I'm one of the member of DATABASE Group, would like to answer. So, in terms of increasing the productivity of a company, eventually it's related to the pros of allowing company to amass personal data. So the way such as involves learning the behavior of clients overall then company knows where to search for them and ensure the advertisements and publish are being viewed. It is much better solution rather than putting out a general advertisement and hoping an interested party will occur to view.
ReplyDeleteHopefully it truly helps. Thank you before.
Thank you Yosua from Database Group for your answer!
DeleteFor MISCOOKIES group, what a cheerful blog you guys have. So, you stated above that one of the reasons why behavioral targeting is resisted due to expensive.
ReplyDeleteIn your point of view, 20-30%, is it has a significant influence towards company's income instead of the loss will company gets? If there's a significant influence, can you tell what kind of influences will it affect? Because despite of all contras statements regarding behavioral targeting, there are lots of advantages even more than the disadvantages company gets. Thank you before.
This is a good article, but why you disegree ? because I think all marketers will always try to understand the customers. Customers expect you to know who they are and what they’re interested in,what they want, when they want it, and how. You need to know what content individual customers respond to, what channels they use, and how you can target them effectively. So you as a marketer need to make an advertisng and you must use behavioral targeting to know your customers interest in what.
ReplyDeleteThank you