Behavioural Advertising in Building Clients’ Loyalty

The development of information and communication technologies enabled involvement of internet based services in conducting promotion activities. Mass communication has proved to be less effective because its inability to reach all targeted clients. Behavioural advertising is a personal approach focused on targeting selected categories of individual clients. Organizations use a variety of tools to collect personal information about their clients’ browsing activities. In that manner, organizations create customized advertising messages which help them build their clients’ satisfaction and loyalty as key components for their market success. In this paper we will present some useful applications of this approach, with a focus on the possibilities for its deployment in education.