This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of Behavioral Targeting: An Invasion of Privacy or the Next Best Marketing Tactic? This webinar was sponsored by Act On Software and featured Eric Siegel (@predictanalytic), founder of Predictive Analytics World and author of Predictive Analytics: The Power to Predict who will Click, Buy, Lie or Die, Kim Celestre (@KCelestre), senior analyst at Forrester Research, and David Fowler @oregonlimey), chief digital compliance officer at Act On Software. We discussed how marketers can use targeting and not cross the line of being creepy or annoying.
Here are 3 of the key take-aways:
- Properly targeted ads create more buyer interest - you can use behavioral targeting to have a higher chance of delivering the right message at the right time to a potential buyer.
- Behavioral targeted ads always deliver when compared to untargeted ads - Eric cited 3 examples of retailers and banks that got an immediate lift just by leveraging behavioral targeting - see the book "Predictive Analytics" for many more case studies of marketing campaigns using predictive analytics.
- Leverage social networks to get access to data - you can use for behavioral targeting - many of the major social networks (Twitter, Facebook, Linked In) allow you to leverage their data to target within their network.
To get a copy of the slides or listen to the replay please click here. You can also scan the highlights of this webinar on Twitter by reading the following Storify: https://storify.com/socialmedia2day/behavioral-targeting-an-invasion-of-privacy-or-the
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