People click through to myriads of sites that they had no intention of visiting until they were brought up in a relevant context. Though this may have seemed logical from the beginning, marketers and advertisers are just now starting to focus on this form of profiling know as precision targeting. Rather than spend a lot of money on research that may or may not be helpful, precision targeting allows marketers to go after users, customers and visitors that they know will have an interest in their product and at the very instant that their interest is at its peak. This model should be especially refreshing to online marketers at a time when Internet advertising is being looked at through cynical eyes. Precision or behavioral targeting appears to be not only bucking this trend but turning it completely on its head in the process as well.
Precision marketing is also extremely beneficial from a cost and time-efficiency standpoint as well.
Market research studies can often take months to complete and can consume significant marketing budget dollars as well. With behavioral targeting over the Internet, these factors are either significantly reduced or, in some cases, eliminated altogether. In addition, tracking and evaluating a marketing campaign becomes quicker, easier and more accurate. As the line between old and new media continues to blur, behavioral targeting may become the standard for all marketing campaigns. The possibilities are endless.