Behavioral targeting is a tool used for many marketers to have more efficient marketing strategy based on the behavior of the target consumers. Many companies’ rely on this tool because it helps identify the consumers as individuals and allows the development of a micro-marketing strategy. This strategy consists of creating a “different” marketing mix for every individual consumer. An example of a company that offers this tool is Google.
Google implemented this tool not too long ago in mid 2011. It allows targeting users with advertisements that interest them based on their previous searches. By doing this, Google attempts to target the right consumer with the right advertisement at the right time.
The way it works is easy to understand and use by any company. Google has developed what is called AdWord. Here companies can relate their advertisement to certain words and edit their preferences to better target the desired group of users. Then, Google links the advertisement to all the searches that are in some way related to the ad. It uses the words typed for the search; cookies to determine the history search of certain sites, and the content of those sites.
If you pay close attention, you will notice that if you were previously at the Macy’s website looking for shoes, the likelihood of you seeing ads for shoes in your next searches is high. Because now Google knows that you were looking to buy shoes, you will be the target of sales and deals on different brands of shoes. However you will not see the same ads for a long time. Since the ads adjust on your interests, they will change along with your new searches and your time spent on different websites.
This type of marketing strategy is highly valued and effective because of its ability to target each customer individually for what he or she is looking for, providing higher relevancy to a specific ad. Heavenly Crumbs is a bakery in New York that grants its expansion to AdWords. The owner says she was looking to reach a market otherwise unreachable and differentiate from other bakeries and she was able to gain all that from using the ads.
This tool of behavioral targeting is highly valued in any marketing strategy. AdWords by Google is a easy way for small or large companies to implement it and take advantage of what digital media has to offer.