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Behavioral Targeting

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Behavioral targeting is the process of marketing products/ services to a specific group of consumers that display a certain behavior. This method of marketing is very effective because companies are able to maximize the effectiveness of their advertisements, aiming at consumers that have the highest probability of making the purchase due to personal preference. This tactic is especially useful for online book stores, as readers can be given suggestions on books to buy based off of information on previous purchases. For example, if customer A enjoys reading mystery novels and has purchased several in the past, an online book store can suggest other books in the mystery genre that the reader has not yet purchased. Thanks to the information stored on customer A’s previous purchases, the company can see what kind of novels have the highest probability of being bought by customer A, namely mystery novels. An online bookstore usually accomplishes this by having a “Recommended for you” tab at the bottom or top of its web page. This is effective advertising that increases sales, because had customer A not been informed of an appealing product, he/she may not have made that extra purchase, and would have concluded shopping for that time. In its essence, behavioral targeting collects information on an individual's browsing behavior on-line to help choose which advertisements to show that individual. When a company knows what books a customer has bought in the past, it makes it easier to provide them with more relevant novels; before long, each customers “Recommended for you” tab will be tailored to their individual taste, making their shopping experience much more personal, and prodding them towards an additional purchase. This process keeps your customers focused on your company, since they need not look elsewhere for their reading desires, as you have already done all the looking for them. It is because of this that behavioral targeting turns your everyday customers into loyal ones, and it is the loyal customers that play a crucial role in the grand scheme of a company’s revenue. To use this marketing tactic successfully, each customer must have a detailed visitor profile. This would provide information such as spending activities, web searches made, and even geographical location. The more in depth a customer’s profile is, the more accurate your suggestions are, and ultimately, the higher your chance of selling additional products to the customer, generating more revenue. By taking away the hassle of making your customer have to search for products they may want, you present it to them. Whenever you make a customer’s shopping experience more convenient for them, they feel comfortable doing it again, and thus you increase the frequency of their spending on your books. On a final note, while it is important to have a thorough profile on your customers, it is even more important to make sure that it does not violate any persons privacy. This can be prevented by keeping records anonymous.

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