informa Social Media - Waterstone's turns to behavioural targeting to boost online sales
Publish Date: 04/02/2010
Waterstone's will use the services of Maxymiser to introduce behavioural targeting across its website.
Dave Gurney discusses on Brand Republic how this is a very positive step – to be able to communicate with customers based on their behaviour is a great way to increase engagement and get more from consumer activity. The future of online marketing is about two way conversations and as such brands investing in processes such as these should look to take this one step further and work towards the ultimate goal of driving social media activity based on what is known about a particular individual combined with their online behaviour. Through this, a comprehensive view of the customer is gained, allowing for the most targeted and responsive online marketing possible.
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