Behavioural Targeting is a marketing strategy that utilises knowledge of consumers’ online activities to present them with targeted marketing content. For example, if you know that a consumer has begun visiting the Nike Run app regularly when they hadn’t before, you may target them with new running shoes.
This helps to increase engagement as you’re displaying your brand and products in front of consumers that you know are interested in your products/services. To take that one step further, you can even ensure you’re reaching them at the ideal stage of their buying journey.