We all receive thousands of marketing messages every day. Most of them aren’t targeted directly at us. We don’t love those. However, we love receiving marketing messages that are highly relevant to us, both personally and perfectly timed. The great thing about our mobile world is that we can now reach prospective and current customers where they are and based on how they behave online. Having the ability to target specific individuals allows for better user experiences, more efficient marketing campaigns, and a higher return on investment.
Behavioral targeting is the ability to provide relevant content to a user based on their prior actions. For example, if a web searcher is looking for information on a topic related to your business, you can serve ads and content to help them through their research process. This creates a great experience for the individual and helps your business reach a more qualified audience.