The basis of advertising and marketing lies in the fact that there is a demand for a particular product or service and there are suppliers willing to cater to that demand. Sometimes marketers and advertisers also indulge in creating a demand for a particular product or service and consumers are induced to procure that particular product or service. Marketers agree that it would be an ideal situation if the communication message that they send out to the masses would attract the potential consumer and convert it into real sales. Behavioral marketing enables the advertisers to know the behavior patterns of the consumers and thereby helps them to create messages only for the particular segment who would actually be interested in the advertiser’s product or service. Applications for behavioral marketing that are now available for the online businesses have succeeded in fulfilling this need of the advertisers as well.
The applications for behavioral marketing for online businesses have been developed by popular search engines like Yahoo. In the second half of 2002, Yahoo commenced its opening version of Behavioral Marketing. The product developed by Yahoo also authenticated scoring for visitors in Asia and Europe and was referred to as “Fusion”. Further, applications for behavioral marketing have also been developed and remodeled to suit the needs of the marketers. In 2003, Yahoo commenced an initiative of redesign for the behavioral marketing summarizing technology known as BT 2.0. Diverse improvements in guest scoring, preset categorization, register predictions and superior reporting were all revolved over the next several years in the field of applications for behavioral marketing.
When it comes to issues of privacy, many advocacy groups and online users are fervently concerned around this type of applications of behavioral marketing. This is a specific area the behavioral marketing industry attempts to curtail through creation, advocacy and education constraints to sustain all identifiable non-personal information. In addition, behavioral marketing does not work with every supporter. Many believe that applications of behavioral marketing are a better resolution to watch the difference between macro-search and micro-search activities. The need to protect the privacy of the internet users has been followed by anti-spyware software and legislation with IP and character masking and interchange identity protection applications with enhanced interface via XML.
Once a marketer, with the help of applications of behavioral marketing, ‘identifies’ an objective visitor as one visiting the website, they can actually customize messaging with an action plan to convince the behavioral marketing user of the most suitable value of the product/service. A direct response marketer or advocate can know the fundamental behavioral and traits of demographic customers. The vendor can then provide the behavioral marketing traits with an advertising network and serve the public notices to promote users that display the same conduct. No matter what marketing objectives you have, it is strongly recommended to partner it with a behavioral marketing network, as they have more reach, as part of the advertisement plan, as they can identify the target segment for you with applications of behavioral marketing.