Be Relevant, Not Creepy

December 8, 2014

Behavioral targeting isn’t a new concept. In fact, it’s “direct marketing 101,” according to Joe Stanhope, principal analyst at Cambridge, MA-based Forrester Research.

Behavioral targeting—the practice of using individual customers’ past actions, such as purchase history and online activity, to more precisely market products—may be a fundamental marketing principle, but collecting and analyzing customer data across multiple channels, and the subsequent privacy concerns have never been so complex. Marketers have much to learn if they are to use behavioral targeting in a way that improves marketing relevance without seeming too invasive to prospects and customers.

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