Over the past several years, "neuromarketing," which uses functional magnetic resonance imaging (fMRI) brain scans to observe how people evaluate and make decisions, has been quietly gaining awareness. Whether this nascent research will change the fundamental advertising paradigm isn't yet relevant to behavioral targeting. But its implications -- marketers are exploring ways to dive deeper into consumers behavior and psychographics -- is very indicative of current trends. Targeting must be much more sophisticated than just traditional geographic, IP, and demographic filters.
According to "The American Heritage Dictionary," "art" is the "human effort to imitate, supplement, alter, or counteract the work of nature." In many ways, nature is a harmonious numbers game. Sea turtles lay hundreds of eggs at a time because there will only be a realistic 10 percent survival rate due to predators. This is analogous to the other consumer-provider examples that exist in the delicate ecosystem.
We know human actions are complex and behaviors are somewhat specific to their indigenous environments. Yet many studies show that regardless of language barriers and cultural differences, people make most product purchase decisions based on a similar logical progression of benefits, features, feelings, emotions, motives, urges, and needs. This means they also exhibit similar behaviors when they make these decisions.
Online, which has already fundamentally deconstructed the traditional media consumption paradigm, is the most fertile environment to capture these behaviors. It has the advantage of bringing a new level of complexity (or insight) for marketers.
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