Using Behavioral Targeting with Email
iMedia Connection - June 7, 2006
Email is where advertisers can best integrate BT with all their other customer information. "Using behavioral targeting with email is not a new idea," says Shar VanBoskirk, senior analyst with Forrester Research in Cambridge, MA. "It is something that good, smart marketers have been tuned into for several years: understanding that the activities within an email are good clues to the types of offers that would be useful to send in a subsequent message. In fact, email used BT even before other types of online advertising did." So it's no surprise that right now email is where advertisers are best integrating BT with all their other customer information. Let's examine the current use of BT with email in more detail...
The Chapell View
Not to pick on Robert M., (I'm a fan) -- but what's the deal with using the term "Behavioral Targeting" to describe what (until recently) we used to call Email Personalization, or even Database Marketing?
Guess that's a sign that BT is hot - everyone wants to say they do it...
So what will we call it when an email marketing actually figures out how to combine email performance data with online surfing data in a manner that is privacy safe?
Email is where advertisers can best integrate BT with all their other customer information. "Using behavioral targeting with email is not a new idea," says Shar VanBoskirk, senior analyst with Forrester Research in Cambridge, MA. "It is something that good, smart marketers have been tuned into for several years: understanding that the activities within an email are good clues to the types of offers that would be useful to send in a subsequent message. In fact, email used BT even before other types of online advertising did." So it's no surprise that right now email is where advertisers are best integrating BT with all their other customer information. Let's examine the current use of BT with email in more detail...
The Chapell View
Not to pick on Robert M., (I'm a fan) -- but what's the deal with using the term "Behavioral Targeting" to describe what (until recently) we used to call Email Personalization, or even Database Marketing?
Guess that's a sign that BT is hot - everyone wants to say they do it...
So what will we call it when an email marketing actually figures out how to combine email performance data with online surfing data in a manner that is privacy safe?
