Online Consumer Behavior 

 

Online Consumer Behavior

 

Source: "Online Consumer Behavior," Boundless.Com, https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/social-media-and-technology-trends-99/online-consumer-behavior-487-4108/ (CC BY-SA 4.0)

Introduction

When consumers visit a web site, data is gathered about their online behavior. The site collects information about the visitor that includes the following:

The sites collect the data, along with other factors, and create a profile that links to that visitor's web browser.

Site publishers can then use this data to create defined audience segments based on visitors that have similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow advertisers to position their online ads in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered.

On the theory that properly targeted ads will fetch more consumer interest, the publisher (or seller) can charge a premium for these ads over random advertising (or ads) based on the context of a site. Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics, or contextual web page content. It's worth noting that many practitioners also refer to this process as audience targeting.

Behavioral Targeting

On the theory that properly targeted ads will fetch more consumer interest, the publisher (or seller) can charge a premium for these ads over random advertising (or ads) based on the context of a site. Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics, or contextual web page content. It's worth noting that many practitioners also refer to this process as audience targeting.

Behavioral targeting refers to a range of technologies and techniques used by online website publishers and advertisers that allows them to increase the effectiveness of their campaigns by capturing data generated by website and landing page visitors.

Behavioral targeting techniques may also be applied to any online property on the premise that it either improves the visitor experience or it benefits the online property, typically through increased conversion rates or increased spending levels. Some of the early adopters of this technology/philosophy were among the following:

Video

Please watch the following video about Behavioral Targeting: Ads That Track Your Web Activity

"Behavioral Targeting: Ads That Track Your Web Activity" YouTube Video, 5:55 Posted by "FOTA.tv" Published on Nov 11, 2009 https://www.youtube.com/watch?v=jXoDSu12ces

Activity

 Show quiz question

Value: 5

What was the most frightening thing you learned in this video?