Behavioral marketing is going to continue to grow in the immediate future, and one of the core reasons for this is the explosion of social media. Social media has created an opportunity to target people with the most potentially effective ads in the history of the Internet.
Facebook alone has more than 750 million users, and Twitter attracts more than 300,000 new users a day. People spend an average of 15 minutes a day on YouTube. Most importantly for someone marketing products on the Internet, all three of these sites collect information from their user base that can be used to created incredibly targeted ads.
These ads are seen over and over again during the average consumer’s day. People check these sites nearly constantly using their cell phones – so you are not simply advertising to people when they are using their laptops, but you can also hit them with messages they are likely to respond to all day long.
Facebook is a particularly compelling tool to use with behavioral marketing. It not only collects information about people’s stated interests; it also picks up information from their status updates, likes and instant message conversations.
Have you checked out the available ad targeting options on Facebook? As a marketer, I love it. As a Facebook user, I find it downright creepy.
This means that you not only can find out what general topics prospective customers are interested in; you can also target based on specific interests exhibited on a given day. For example, you can know if they have recently bought a new home and might need furniture. You could discover if they have just bought a Blu-Ray player and might want to buy movies – and you’ll even know what genre of movies they like.
Perhaps more importantly, it keeps track of who their best friends are. The people they interact with most on a regular basis are likely to influence their buying decisions and have similar interests. By seeing what their best friends are interested in, you can create even more targeted ad campaigns based on their actual day-to-day behaviors and changing interests.
Twitter can also be very effective because it keeps track of what people follow, what links they share and what they tweet about. You can figure out what is on their mind and know their interests, and create special links to special offers that they could retweet to their friends, allowing your social marketing campaign to “go viral.”
Even YouTube has great potential for behavioral marketing. The site tracks what videos people watch, which ones they share with their friends, which ones they “like” and “dislike” and how they comment on various videos. This can help you figure out their given mood – and predict what they will look at next, so that you can place an appropriate ad on their next video.
Social media is going to continue to grow in the long term – and along with it, behavioral marketing will become more and more effective. Because your ads will be targeted to what is on the potential consumer’s mind in real time, these ads will become much, much more effective than traditional Pay Per Click or paid search online advertising.