Academic-Capital

Behavioral marketing is the “Holy Grail” of marketing attracting highly motivated customers to increase purchase rates.   Research by Chen and Stallaert (2014) help show how small advertisers are better off with targeted marketing while larger advertisers are not yet able to fully capitalize on the benefits. The study has implications for marketing investment and where they are dollars are likely to be most fruitful.  Behavioral marketing seeks to use technology to better understand the online behavior of consumers and reach those most open to purchase. The information is collected from webpage cookies, search terms, forums, and other behavior to build a marketing profile of customers and then display ads that are relevant to their needs.  Businesses seek to attract customers in the most cost effective manner possible. The further the marketing reach with the least amount of investment the higher return on investment (ROI). Small businesses have limited capital to spend