Behavioral Targeting: Pros and Cons of Using Social Media Information for Customer Profiling

Running head: BEHAVIOURAL TARGETING
Usage Social Media information for behavioral targeting of customer: A discussion of
the pros and cons of the issue.
Name of the Student
Name of the University
Author Note

1BEHAVIOURAL TARGETING
Introduction:
Behavioral targeting is a process of strategic marketing in which the target
customers/audience for the campaigns are selected based on their behavioral profiles that are
created based on information on their purchasing habits, browsing habits and social media
comments and activities. Since people spends a significant amount of time on social media
and share a lot of information about their views and preferences, social media provides
powerful information on which customer behavior can be profiled (Morey et al., 2015).
Controversy exists regarding the strategy of using social media information for
behavioral targeting. The following essay aims to discuss some of the pros and cons of the
strategy (Ozcelik & Varnali, 2019).
Discussion:
-Pros
Increases the number of views/clicks/online traffic
Through behavioral targeting, the number of views, clicks or online visits can be
improved by forwarding the advertising content based on their preferences, buying behavior
and lifestyle and therefore engage better with the customers. The personalized content of the
advertisements also helps to attract more patience of the customers and thus foster increased
number of views or clicks (Trusov et al., 2016).
Supports better conversion rate for customers
The increased network traffic, clicks and views can also lead to better conversion
rates of customers and thus create value for both the business and customers. By focusing on
the customer behavior and preferences in the campaigns, the chances of conversion are