Targeting and segmentation in today’s terms

6 02 2011

Advertising is about showing the right message to the right person at the right time and with the ability of online marketers to track an individual’s buying behaviour, advertising has never been more targeted.

Behavioural targeting uses information collected via web analytics to determine which advertisements to display to which individuals.

Tracking technology provides detailed information on web user’s browsing behaviour, such as their searches, site visits, page views, clicks and purchases, which is then used to increase the effectiveness of marketing campaigns.

The basic premise is that relevance means greater consumer interest and therefore better advertising returns.

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