Marketing 120
Shannon R. Cato
MKT 120-D62
Professor: Railton
June 19, 2013 Behavioral advertising, as the name suggests, is based entirely on the actions and behavior of an individual, placing ads in relation to a consumer’s interests, as they are determined over a period of time. For those with an online storefront, behavioral targeting is the practice of studying browsing and purchasing habits of previous customers in order to predict what customers will buy in the future. When properly used and interpreted, it can let you know how to properly target your advertising efforts to ensure that you only reach customers who are interested in your services and products. As with almost anything, there are pros and cons to OBA. Following are a few of each:
PROS
1. Allows you to know your customers very well
As the internet continues to open up a wealth of marketing opportunities the need to stay directly in tune with customers’ specific wants and needs will increase twofold. In order to market a product it will no longer be enough to discuss how a product works, but how a product can work for the consumer.
2. Anticipate the needs and wants of your current clients.
You can anticipate the needs and wants of your current clients, and use this information to base your marketing decisions on the assumption that the needs of your current clients will closely match the needs of your future clients.
3. Increase your productivity.
Behavioral targeting is a tool which allows you to increase your productivity without spending much initially. This involves studying the behavior of your average client so you know where to search for them and ensure that your ads are being viewed by this audience. It also allows you to cut time and costs by utilizing behavioral targeting tactics and focusing your advertising efforts on your target audience..
4. Marketing Research and New Innovations
It is a good way to do some research and figure out the kind of people that buy
MKT 120-D62
Professor: Railton
June 19, 2013 Behavioral advertising, as the name suggests, is based entirely on the actions and behavior of an individual, placing ads in relation to a consumer’s interests, as they are determined over a period of time. For those with an online storefront, behavioral targeting is the practice of studying browsing and purchasing habits of previous customers in order to predict what customers will buy in the future. When properly used and interpreted, it can let you know how to properly target your advertising efforts to ensure that you only reach customers who are interested in your services and products. As with almost anything, there are pros and cons to OBA. Following are a few of each:
PROS
1. Allows you to know your customers very well
As the internet continues to open up a wealth of marketing opportunities the need to stay directly in tune with customers’ specific wants and needs will increase twofold. In order to market a product it will no longer be enough to discuss how a product works, but how a product can work for the consumer.
2. Anticipate the needs and wants of your current clients.
You can anticipate the needs and wants of your current clients, and use this information to base your marketing decisions on the assumption that the needs of your current clients will closely match the needs of your future clients.
3. Increase your productivity.
Behavioral targeting is a tool which allows you to increase your productivity without spending much initially. This involves studying the behavior of your average client so you know where to search for them and ensure that your ads are being viewed by this audience. It also allows you to cut time and costs by utilizing behavioral targeting tactics and focusing your advertising efforts on your target audience..
4. Marketing Research and New Innovations
It is a good way to do some research and figure out the kind of people that buy