Behavioral Targeting for Lead Generation: Thumbs Up or Thumbs Down?
One of the basic requirements for a marketing message to be accepted by the online public is relevance. Everyday, people encounter thousands of ads wherever website they go, and it’s almost impossible to capture the real interest of those who are really in the market for a purchase or service. That’s where behavioral targeting comes in. Wikipedia defines ‘behavioral targeting’ as “a range of technologies and techniques used by online website publishers and advertisers aimed at increasing the effectiveness of advertising using user web-browsing behavior information.” We usually see these in website ads and also social network sites which are tailored based on a user’s search history. For example, a user who has searched the web for hotel rates on Google may see advertisements for hotels when he visits other websites. Behavioral targeting helps boost lead generation by making users’ web browsing experience more “personalized” and thus allows them to consider multiple channels of marketing.
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