How digital marketing is all about targeting the right prospect to facilitate better conversion. How can the right message be delivered to the right audience at the right time.

1. BEHAVIORAL
TARGETING
Prof Venkatesh Ganapathy
Associate Professor (Marketing)
Presidency Business School

2. Introduction
• Marketers have a variety of methods to ensure that the
right message reaches the right person at the right time.
Advances in behavioral tracking and the increase of
powerful datasets have enabled advertisers to boost
conversion rates across both online and offline
campaigns.
• Campaigns that use behavior tracking and utilize
behavioral targeting are yielding incredible results.

3. What is behavioral targeting?
• Behavioral targeting is a marketing strategy that uses
historical behavior to personalize the types of ads
consumers see.
• This can deliver better engagement, better messaging,
and better marketing results.

4. How does behavioral targeting work?
• The process of behavior-based targeting consists of
collecting information about a user or a person and then
using this information to deliver ads that match this
information.

5. The Process of Targeting
• Source historical behavior through powerful datasets
• Use this information to create ad campaigns that match
each consumer’s actual behavior
• Build up a detailed user profile
• Use this profile to deliver the right message at the right
time and boost advertising KPIs.

6. Examples of behavioral targeting
• Cross-selling, targeted email campaigns, remarketing and
retargeting, location-based targeting

7. Behavioral targeting : Benefits
• Provides value to both advertisers and consumers.
• Improved engagement for advertisers
• Identify audience preferences in real time
• Better use of metrics, such as clicks or conversions.
• Personalized messaging – better conversion of prospects
and reduce waste
• Better movement and tracking of customer journey across
purchase funnel
• Better ROI
• Greater levels of customer retention
• Facilitate new customer acquisition

8. How does personalization help?
• Improves customer experience
• Better efficiency
• Match ads with customer needs
• Minimize time spent by customers searching for products

9. Retargeting
• This enables complete purchases that a user was
distracted from.