Online shopping is becoming more and more popular, nobody will doubt that. Marketers couldn’t let pass this new trend either, so it was up to them to create new strategies that would go along with this new virtual way of shopping. The answer was behavioural targeted advertising. This marketing strategy is based on user interests and their recent online activity. Based on this information, online shoppers will be confronted with specific adverts which were found more relevant to their online behaviour. Of course, this could become dangerous because behavioural targeted advertising might narrow the possibility for brands to grow their customer base. Therefore it stays very important to actively search for new customers. Some customers might not be searching actively for the product you offer (and by consequence won’t be listed as ‘possible buyer’) but nevertheless, might become interested when they get confronted with advertising about it. marketingweek
Ann-Sophie Parmentier
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