Here’s an excerpt from a column written by an executive from a leading behavioral targeting company:
Behavioral targeting can help marketers reach across the cultural divide, helping to identify Hispanic online audiences, or any other ethnic group for that matter…Behavioral targeting is used to create Hispanic audience segments first based on users who have visited Spanish-language sites or any sites with Hispanic-relevant content. You can then create sub-segments based on not only ethnicity, culture, or language, but also interests and purchase intent behaviors observed on those or other sites. You can even identify “purchase influencers” among U.S. Hispanic populations, based on browsing and buying behaviors plus geographic location. You may then serve culturally relevant marketing messages to these segments when they travel to any other site online.
You will also find re-targeting useful, once you have begun to build these behavioral segments. As you serve ads to your Hispanic audiences and sub-segments, you can then re-target them across whichever network or sites you choose, with upsell, cross-sell, or discount offers…Behavioral profiles that have been tagged as part of a Hispanic audience or sub-segment can be given a boost by search data including Spanish-language or Hispanic content keywords or search engines that have been set to Spanish.
source:Â How to use BT to reach U.S. Hispanics. Â Jeff Hirsch.Â April 21, 2009.Â imediaconnection