June 2012

Forrester Research: Behavioral Targeting powers Customized Content and increased Conversion

Today’s sophisticated Internet consumers have high expectations for the websites they visit. As the Internet grows increasingly noisy and competitive, consumers demand well-designed, relevant experiences. Behavioral targeting empowers marketers to meet these growing demands by delivering content and promotions that are tuned to the behavior and characteristics of website visitors. Yet despite the promise of behavioral targeting — to deliver personalized website experiences and drive improved conversions — many hesitant firms remain on the sidelines. This is a costly mistake, as the performance of static websites will lag behind those of highly personalized competitors.

In this report, Forrester Research, Inc. aims to examine the benefit of behavioral targeting and to define its two key constituent methods: rules-based behavioral targeting and algorithmic behavioral targeting.

Some key takeaways from report include:

- Firms Deploy Static Websites at Their Own Peril

- Behavioral Targeting Provides Marketing Continuity

- The Two Categories of Behavioral Targeting

- Keys to Behavioral Targeting Success

From the report:

“Behavioral targeting improves the process of generating traffic and achieving conversions because it customizes the customer experience and allows firms to maintain consistency across all customer touch points. For example, if a customer visits a travel website and indicates an interest in upcoming Mediterranean vacation packages, a firm could incorporate this data into targeted emails or even promotional texting campaigns. To derive the full value of their website traffic, firms must leverage behavioral targeting insights as a complement to a cross-channel strategy.

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