Behavioural marketing technology allows brands to provide targeted, relevant communications based on a user’s web activity.
It can also be further improved by tying in other demographic and contextual information.
For many businesses this end goal is still a long way off, but some marketing channels are being optimised using behavioural targeting.
Step forward dusty old email marketing, which remains one of the most effective channels for achieving ROI despite regular claims that it is being usurped by new marketing methods.
In this post I’ll discuss some of the findings from our new Email Marketing Census, carried out in partnership with Adestra and based on a survey of more than 1,000 marketers.