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| − | '''Behavioral targeting''' |
+ | '''Behavioral targeting''' is a form of [[database]] or [[customer relationship marketing]] ([[CRM]]) that enables companies to develop unique, long-term relationships with individual customers. Its goal is to create personalized marketing and sales appeals based on a customer’s unique preferences, behaviors, and psychological profile.<ref>''See'' Anthony Rhind, Analesa Shea, Amy Auerbach & Paul Frampton, “Behavioral Targeting,” MCInsight (Dec. 2004).[http://www.mediacontacts.com/images/common/mc-insight/behavioral.pdf] ''See also'' “Behavioral Targeting,” iMedia Connection.[http://www.imediaconnection.com/behavioral/index.asp]</ref> Behavioral targeting has become a core strategy of contemporary marketing, particularly valuable for those companies targeting youth. It is a linchpin of many digital media campaigns — not only [[online]], but also on [[cell phone]]s, [[videogame]]s, and other new platforms.<ref>The [[Children’s Online Privacy Protection Act]] has created some safeguards in the [[digital marketing]] arena, forbidding commercial [[website]]s from soliciting [[personally identifiable information]] from children under the age of 13 without prior parental permission. But [[digital marketer]]s have devised a number of ways to engage with individual children without running afoul of the law. Moreover, these protections have left teenagers at the complete mercy of [[database marketer]]s. As a consequence, the practice has become routine. For a discussion of [[COPPA]] and its impact, as well as a survey of contemporary [[digital marketing]] strategies targeting teens, see Montgomery, ''Generation Digital,'' chs. 4 & 5.</ref> |
| − | “Behavioral Targeting,” MCInsight (Dec. 2004)[http://www.mediacontacts.com/images/common/mc-insight/behavioral.pdf] ''See also'' “Behavioral Targeting,” iMedia Connection.[http://www.imediaconnection.com/behavioral/index.asp]</ref> Behavioral targeting has become a core strategy of contemporary marketing, particularly valuable for those companies targeting youth. It is a linchpin of many digital media campaigns — not only [[online]], but also on [[cell phone]]s, [[videogame]]s, and other new platforms.<ref>The [[Children’s Online Privacy Protection Act]] has created some safeguards in the [[digital marketing]] arena, forbidding commercial [[website]]s from soliciting [[personally identifiable information]] from children under the age of 13 without prior parental permission. But [[digital marketer]]s have devised a number of ways to engage with individual children without running afoul of the law. Moreover, these protections have left teenagers at the complete mercy of [[database marketer]]s. As a consequence, the practice has become routine. For a discussion of [[COPPA]] and its impact, as well as a survey of contemporary [[digital marketing]] strategies targeting teens, see Montgomery, ''Generation Digital,'' chs. 4 & 5.</ref> |
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== References == |
== References == |
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[[Category:Advertising]] |
[[Category:Advertising]] |
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Revision as of 15:53, 16 September 2009
Behavioral targeting is a form of database or customer relationship marketing (CRM) that enables companies to develop unique, long-term relationships with individual customers. Its goal is to create personalized marketing and sales appeals based on a customer’s unique preferences, behaviors, and psychological profile.[1] Behavioral targeting has become a core strategy of contemporary marketing, particularly valuable for those companies targeting youth. It is a linchpin of many digital media campaigns — not only online, but also on cell phones, videogames, and other new platforms.[2]
References
- ↑ See Anthony Rhind, Analesa Shea, Amy Auerbach & Paul Frampton, “Behavioral Targeting,” MCInsight (Dec. 2004).[1] See also “Behavioral Targeting,” iMedia Connection.[2]
- ↑ The Children’s Online Privacy Protection Act has created some safeguards in the digital marketing arena, forbidding commercial websites from soliciting personally identifiable information from children under the age of 13 without prior parental permission. But digital marketers have devised a number of ways to engage with individual children without running afoul of the law. Moreover, these protections have left teenagers at the complete mercy of database marketers. As a consequence, the practice has become routine. For a discussion of COPPA and its impact, as well as a survey of contemporary digital marketing strategies targeting teens, see Montgomery, Generation Digital, chs. 4 & 5.