Behavioral targeting is a marketing technique that uses data about a person’s online behavior to deliver more relevant content, ads, or experiences. It’s about understanding what users do, not just who they are, to create more personalized and effective marketing strategies.

How it works:

Behavioral targeting typically involves:

1. Collecting data on user behaviors (e.g., pages visited, products viewed, search queries)
2. Analyzing this data to identify patterns and preferences
3. Segmenting users based on their behaviors
4. Delivering tailored content, offers, or ads based on these behaviors
5. Continuously refining targeting based on ongoing user actions

Types of behavioral data often used include:

• Web browsing history
• Purchase history
• Click patterns
• Time spent on specific pages
• Interaction with ads or content

Why you should use it:

Behavioral targeting offers several benefits:

• Increases relevance of marketing messages
• Improves user experience by showing more pertinent content
• Boosts conversion rates and ROI on marketing spend
• Helps identify and reach high-value customers
• Enables more efficient use of marketing resources

How to get started:

1. Implement tools to collect behavioral data (e.g., web analytics, CRM systems)
2. Define key behaviors that indicate interest or intent
3. Create segments based on these behaviors
4. Develop targeted content or offers for each segment
5. Use A/B testing to refine your targeting strategies
6. Monitor performance and adjust your approach as needed

How it complements personalization:

At Convincely, we’ve taken behavioral targeting to the next level by integrating it deeply with our real-time personalization approach. Instead of just using historical data, we analyze and respond to user behavior as it happens, creating truly dynamic experiences.

Our system doesn’t just serve pre-defined content based on broad behavioral categories. Instead, it uses machine learning to interpret each user’s actions in real-time, constantly adjusting the experience to match their evolving interests and needs.

For example, if a user spends more time on certain product pages or responds positively to specific types of questions, we might adjust the subsequent funnel steps to focus more on those areas. This creates a fluid, conversational experience that feels tailored to each individual user.

We also use behavioral targeting to inform our question-asking strategy. By understanding how different behaviors correlate with user needs or pain points, we can ask more relevant questions and provide more targeted solutions. This not only improves the user experience but also increases the likelihood of conversion.

Examples: You can see behavioral targeting in action in our funnel database. Look for entries that show how experiences change based on user actions or preferences.

Remember, effective behavioral targeting is not about making assumptions, but about responding intelligently to actual user behavior. By combining traditional behavioral targeting with real-time personalization, you can create experiences that truly resonate with each individual user, leading to higher engagement, satisfaction, and conversion rates.