Behavioral targeting

Behavioral targeting &mdash; a form of database or customer relationship marketing (CRM) &mdash; enables companies to develop unique, long-term relationships with individual customers. Its goal is to create personalized marketing and sales appeals based on a customer’s unique preferences, behaviors, and psychological profile. Behavioral targeting has become a core strategy of contemporary marketing, particularly valuable for those companies targeting youth. It is a linchpin of many digital media campaigns &mdash; not only online, but also on cell phones, videogames, and other new platforms.