4 Ways On Effectively Using Behavioural Marketing | Part 2/2
Tips For Stronger Behavioural Marketing Techniques
By 2020, experience will officially overtake product and price as the key differentiator for modern brands. In a world where consumers demand more than ever from brands, behavioural marketing represents a fundamental part of any successful marketing strategy. When used correctly, this marketing technique can reveal important truths about your consumers, and what you need to do to connect with them.
1. Make sure you're collecting the right data
Behavioural marketing campaigns thrive on data. There are plenty of places that you can get the correct information from, including your company's customer relationship management software, external sources like Google Analytics, and more. Making sure that you're collecting the right data improves your chances of digital success. Here are some of the most common behaviour to consider:
Previous purchases: The past purchases of your customers help you to see which products they like best, what they need from your brand, and which discounts or recommendation they'll respond to positively.
Device Usage: If certain customers always come to your website from a smartphone instead of a web browser, then you can adapt your marketing to ensure that it shows up better on smaller screens.
IP address and location: When you create ads based on the location of a user, you can give them more geographically-relevant promotions. For instance, you could trigger an email to send when their GPS registers them as being close to a brick and mortar store.
2. Create Segments
Once you've decided what kind of information you need to collect about your target audience, you can use that data to separate your customers into specific segments. Segmenting your audience based on their behaviour, preferences, and interest is a great way to improve your chances of conversions, by making sure that everyone gets the right content. For instance:
Encourage first-time visitors to buy with an instant "new customer" discount
Shows visitors from overseas that you're willing to give them free shipping when they spend a certain amount
Prove the you appreciate your customer's loyalty by giving customers who purchases something a month ago a "return consumer" discount.
Remember to track the performance of your behavioural marketing techniques with each segmented audience. This will make it easier to figure out which campaigns your people respond best to, and which you should repeat in the future.
3. Focus on personalising the customer journey
As mentioned above, today's customers have come to expect personalised experiences from brands. If you promise your audience a fantastic interaction with your company, make sure that you're ready to deliver.
If you know that many of your customers avoid making a purchase when they come from overseas because they're worried about the cost of shipping, make sure that your international customers have access to a shipping discount to help them to start buying.
The Aberdeen Group found that companies with skills in personalisation achieved an up to 36% higher rate of conversion and a 21% stronger lead acceptance rate.
4. Use behavioural marketing to find new customers
Though behavioural marketing can make your current promotional strategies more effective, they can also be incredible useful when it comes to tracing down new customer too!
For instance, if you know that your customers come to you because they love your quick checkout process and prefer it to your competitors, you can draw attention to your checkout during the advertising process. You can also track the behaviour of your customer, and see if they're interested in any related products, then specifically target people who are shopping for those related products. The more you track and learn from your behavioural strategies and psychology to appeal to consumers. As consumers activities continue to change, it's worthy making sure that you're aware of the behavioural marketing trends in your industry.
Behavioural Marketing Trends for 2019
Successful marketers often use behavioural strategies and psychology to appeal to consumers. As consumers activities continue to change, it's worthy making sure that you're aware of the behavioural marketing trends in your industry.
1. More analytics means better data
In the past, most companies tend to focus on sales and the number of people that visit their brick-and-mortar stores to support their behavioural marketing campaigns. However, as eCommerce companies have developed, advancements in technology have made it easier to track the number of visitors that come to your site, along with additional information like their location, purchasing habits, and where they come from.
Adding an advance IT analytics strategy will benefit your behavioural marketing techniques. As it ensures that you have the right information to guide your promotional decisions. Many organisations hire a behavioural marketing agency to track crucial data on their behalf.
2. Personalisation and customisation are key
Nowadays, many consumers are beginning to take steps to ignore the niche marketing messages that come their way online. Solutions like ad-blockers make it easy to ignore pop-ups and display ads. However, it's much harder to ignore an ad that seems as though it's been explicitly designed for you.
In the years ahead, customisation and personalisation will be crucial to driving effective marketing campaigns - particularly in the behavioural marketing sector. With the information you gather about your target audience, focus on creating an experience that's as specific as possible to the customer you're trying to connect with. The result should be happier clients and increase brand loyalty.
3. Companies will eliminate disruptive marketing
In the years ahead, companies will continue to realise that great marketing isn't just about sharing the same message with your customer until they're convinced to buy. Exceptional viral content and marketing campaigns aren't useful because they're repetitive or annoying - they work because they speak to the customer on a deeper level.
Focus on getting rid of disruptive and annoying marketing campaigns that pull your customers out of their organic browsing experiences and replacing that content with something that's valuable and entertaining. Remember that behavioural marketing still needs to follow the basic rules for advertising to be effective. That means that content needs to be relevant, engaging and entertaining.
Retargeting on Facebook
This ad from Expedia targets last minute shoppers looking for a great travel deal.
This is one of the most common types of behavioural targeting and looks at things like gender, age, range, educational level, geographic location, race and other traits to essentially "paint a picture" of a user based on their browsing habit.
You may not think something as simple as the websites you visit can reveal anything about you on a physical level, but you'd be surprised. And, of course, advertisers are keen to these differences and often repackage and rebrand their products accordingly:
An ad promoting the fuel efficiency of the Toyota Prius - targeted to those who are looking for ways to help the environment:
Suggested selling pairs additional (Or larger/better) items based on things you've already bought. Common examples of suggested selling are up-sells and cross-sells. You can think of a cross-sell as ordering a burger and being asked "do you want fries with that?" Whereas an upset to your burger would be the offer to "make it a meal with fries and a drink for $x". Suggested selling is often used to great effect on sites like Amazon, where buying certain items will tell you not just what others bought, but what they bought together.
An Amazon behaviourally-marketed suggested sell with the current item, as well as accessories that users often buy in addition to the original.
You'll often see suggested selling used on flower and gift websites, where upsets can include everything from chocolates to popcorn.
This is an extension of behavioural marketing in that it doesn't dissuade the customer from their current order, but rather advises them or suggests other relevant items based on their current purchase behaviour.
Moving Forward with Behavioural Marketing
With powerful examples that has been shown above of behavioural marketing, as well as a wide range of tools and guides at your disposal, the next step is to try it out for yourself! Make a plan, then try out various campaign ideas to see how your customers responds. You may be surprised at the money you're leaving on the table by not including behavioural marketing as part of your strategies!