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Well, it's like this: marketers all over the world now feel that they need to tailor their offerings and communication.
So when someone is looking for something online, marketers track usage, understand preferences and then make a suggestion that is most suitable. An appropriate recommendation, almost always makes conversion easier.
BUT, the marketers can make such suggestions only when they understand the behavior of the TG— and this understanding of the behavior is what forms the core of Behavioral Marketing, a discipline that is changing the way business is being done today.