Creepy or Genius? Behavioral Targeting Tactics That Convert Like Crazy

Marketing's behavioral targeting techniques walk a fine line between impressive effectiveness and intrusive intrusion. Have you ever clicked on something only once, only for it to pop up again on multiple websites afterward or received emails about something that you briefly thought of purchasing but ultimately decided against? That is behavioral targeting at work--it can be seen everywhere!

In this blog, we'll delve deep into the psychology, strategy, and controversy behind behavioral targeting in marketing. From smart retargeting to ultra-personalized ads, we will examine what makes these tactics successful -- or when they may feel intrusive to some individuals.

What Is Behavioral Targeting in Marketing? 

Behavioral targeting refers to an approach in which user data such as browsing history, clicks, site time spent on pages visited before purchases made on that particular platform is collected, analyzed and utilized to provide more personalized ads or content delivery to a target market.

Behavioral Targeting allows marketers to deliver tailored experiences based on each user's actions - for instance:

• Are You Searching Hotel Options in Paris & Flight Deals on Instagram?

• Your cart was abandoned - You receive an email reminder with a 10% discount code!

• As soon as you watch a fitness video, ads for protein supplements and gym memberships pop up onscreen.

Smart, subtle marketing often works. Yet it may raise issues concerning privacy, consent and ethical considerations in advertising.

Marketers love behavioral targeting for marketing because it taps directly into what people really desire when they are most ready to engage. Here is why these techniques outperform traditional advertisements:

1. Relevance = Results

People tend to engage more readily with content tailored specifically for them, and showing an ad for something they recently searched for can increase conversion significantly.

2. Timing Is Everything

Behavioral targeting utilizes real-time data to deliver messages at their most impactful moments - offering discounts immediately following cart abandonment is no coincidence: that could be conversion gold!

3. Personalization Builds Trust

When executed appropriately, behavioral targeting feels more like helpful suggestions rather than ads; creating the "personal concierge" effect and increasing trust, loyalty and repeat purchases.

4. Data-Driven Efficiency

Data-driven efficiency helps marketers save ad spend by targeting only those showing interest. Instead of sending ads out blindly, marketers can target people already engaged with the brand or campaign and tailor ads directly towards those individuals displaying signs of enthusiasm for what's being advertised.

Here Are Five Effective Behavioral Targeting Tactics Let's now examine some of the most successful (and widely utilized) behavioral targeting tactics used in marketing today:

1. Retargeting Ads

Retargeting ads are ads designed to bring back visitors once they visit a website; according to AdRoll's research, retargeted visitors are 70% more likely to convert.

Add urgency (e.g. "Limited stock!") when retargeting for even higher conversions.

2. Cart Abandonment

Emails About 70% of shopping carts online are abandoned before checkout is completed; behavioral targeting in marketing helps recover some sales by automating personalized follow up messages that help the sales cycle move along smoothly.

An email offering a 10% discount at just the right time can quickly restore lost revenues.

3. Behavioral Pop-Ups

These pop-ups only appear based on user actions such as leaving or being idle for 30 seconds on a website, rather than annoying everyone who visits it. By engaging only specific visitors instead of everyone simultaneously.

4. Product Recommendations

You purchase a camera online, and when browsing a website it provides recommendations of lenses, bags and tripods tailored specifically to you based on user behavior--that is behavioral targeting at work; cross-selling and upselling tailored directly to each visitor based on how they browsed through. This represents effective cross-selling/upselling.

5. Email Personalization

Tools like Klaviyo and HubSpot allow email marketers to customize emails based on users' behavior such as last opened email, purchase history or site activity to send targeted and engaging campaigns that promote action-taking.

Creepy or Genius?

At times behavioral targeting in marketing may become somewhat uncomfortable as its power blurs the distinction between personalization and intrusion.

Here are a few instances that might make users uneasy:

• Advertisements for products you just discussed (such as voice assistants).

• Retargeting with something you once looked at but never intended to purchase can be very annoying.

• Being informed about private or embarrassing searches.

• Receiving highly specific messages that make users wonder: "How did they know?" can leave people scratching their head in bewilderment.

Why It Feels Creepy: 

Its Lack of Transparency: Most users don't realize how much of their behavior is being tracked and monitored by third-party sites and services.

Unclear Consent: Opt-in language may be concealed among various terms and conditions.

Data Fatigue: People often feel overburdened with cookie pop-ups and tracking notices and rarely bother reading them.

How to Utilize Behavioral Targeting Without Being Creepy

While behavioral targeting in marketing may feel intrusive at times, here's how it should be handled responsibly:

1. Be Transparent 

Make it clear what data you are collecting, why, and offer users clear explanations with opt-out options if appropriate.

2. Focus on Value

Make sure your targeting offers true value to users; helpful product recommendations or reminders may often be appreciated by the recipient.

3. Frequency Caps 

Don't spam people with repeat ads--that isn't personalization but annoying them instead! Instead, set frequency caps that limit how often someone sees one particular ad at any one time.

4. Employ Anonymous Segs

Instead of targeting individuals directly, use anonymous behavioral patterns to group users together into segments and tailor content accordingly.

5. Respect Privacy Preferences

Honor "Do Not Track" settings and comply with privacy regulations such as GDPR and CCPA.

Tools for Behavioral Targeting in Marketing

There are various tools and platforms designed to enable marketers to implement ethical behavioral targeting of consumers ethically and successfully in marketing, here are a few popular examples:

Google Ads & Analytics: Target users based on search, browsing, and app activity with behavioral advertising based on search terms, browsing behavior and app activity.

Facebook Pixel - Measure user behaviors on your site for targeted ad retargeting and improve remarketing efforts.

Hotjar / Crazy Egg are behavior tracking tools which provide visualisations of user journeys.

Klaviyo/Mailchimp offer user activity-driven email marketing campaigns.

OptinMonster(r): behavioral pop-ups and on-site messaging tools.

These platforms make it simple and effortless to track, segment, and customize experiences; just ensure you use them responsibly!

Future of Behavioral Targeting in Marketing

The future of behavioral targeting lies in increased subtlety, consent, and personalization without creepiness. AI/ML technologies will make targeting even more precise while simultaneously necessitating higher ethical standards for ethical considerations.

Expected Results:

• More context-aware ads (based on mood or voice tone).

• Hyper-personalized web experiences

• Stricter regulations on behavioral data collection

• Increased user control over data tracking

In short, behavioral targeting's genius will only continue to expand while its responsibility remains unchanged.

Conclusion: 

Behavioral Targeting Can Be Powerful and Personal, Yet Problematic

Behavioral targeting in marketing is both an opportunity and a liability for marketers and privacy watchdogs alike. Used properly, behavioral targeting delivers incredible conversion rates with hyper-relevant content - while misuse could alienate customers and raise ethical red flags.

Key Takeaways from this analysis are to remain strategic, transparent and place user trust at the core. Done correctly, behavioral targeting in marketing doesn't feel intrusive--it just smart.