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Behavioral marketing is simply the new generation of one-to-one targeting, and its hot now. It is marketing that is based on the online actions of consumers and their interests, rather than on who they are. Behavioral marketing assumes that the web pages a visitor clicks on, the terms they search for, and the navigation path they follow, indicates at least a basic interest in buying certain products. Now you can measure this. For instance say that someone comes on Swank Martini’s web site and clicks on a “the diva” glass a few times in a few different sessions. That tells us that she really likes that glass and that she is a perspective buyer. What is holding her back? Is it price? Is it delivery time? Is it the number of glasses in the package? With the new behavioral tools on the market your web site can now sense that someone is back for the 4th time without a purchase and GIVE THEM A SPECIAL OFFER. This is contextual marketing via navigation studies. More on this soon. Want to learn more? Call me and talk to me about what your ecommerce site is doing - or is not doing.. Ian Hartten |
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