Marketing Factoids

  • Only 16 percent of consumers trust what they read on blogs source ›
  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
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OCT 2008

Behavioral Targeting: A Tricky Issue for Marketers†

Brandweek, October 21, 2008 — These days, countless users are wishing their social networking sites would simply pay attention to their online travels so they could serve up an ad for something they would—gasp—actually want to buy. After all, that's the whole idea behind behavioral targeting, isn't it? The footprints left behind a user's daily wanderings through the Web (or, in the case of social networks, personal and lifestyle details) are analyzed to later match her up with ads for products or services she's likely to want. It sounds so promising—in theory at least—that behavioral targeting is what many consider the wave of the future.

Categories: New Media Marketing, Marketing Effectiveness
Tags: Beacon, DoubleClick, Facebook, Friendster, Google, MySpace, Advertising, Behavioral Targeting, social media marketing, Social Networking, user-driven content, user-driven messaging

Related Factoids

According to Forrester data, despite people's concerns about online privacy, they'll trade some of it for relevancy: 29% of respondents said they would prefer to receive appropriately targeted ads as opposed to random ones (37% of respondents were neutral on this question, and 35% opposed).
ccording to Forrester data, 24% of advertisers used behavioral targeting in 2008. Last year it was only 16%; the year before, only 13%.
Forrester Research's Social Marketing Scorecard 2008 indicated that 28% of large social marketers—those with annual revenues of $500 million or more—would like to see better behavioral targeting on social networking sites.

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