The What,Why, How of Behavioural Marketing | Part 1/2
Updated: Sep 13, 2019
What is Behavioural Marketing?
Rather than throwing a bunch of ads at consumers and hope some of the marketing messages sticks, behavioural marketing takes all the available information - browsing and search history, IPs and cookies - and uses it to build a more definitive profile of the user, and then tailor marketing messages accordingly.
As the consume visits more pages, browses more products or lingers on certain coupons, deals and offers will become more targeted and precise. The more information an ad network has, for example, the narrow they can define an ad's segmentation to reach the right people at the right time.
Ingenious, right? But actually, seeing behavioural marketing in practice can really stoke fire in terms of generating new ideas. Rather than just give you examples, however, we've gone a step further to list out some of the best tools you can use to get started with behavioural marketing as well.
Retargeting and re-marketing take into consideration the pages and products you've viewed, and then show them again even if you're not on the original website. Both Google and Facebook offer retargeting options in their respective advertising platform. You'll need to think about which segment of your audience you want to retarget, and what kind of offer(s) you want to present to them.
The Benefit of Behavioural Marketing Communications
The ability to analyse your visitor's online behaviour and understands their motivation means that you can be far more proactive when it comes to increasing revenue. With behavioural marketing as part of your marketing mix, you have a complete map of the customer journey that you can use to guide people towards the process of conversion.
If you know that repeat customers just want to be able to make a purchase as quickly as possible, you can provide them with a quick log-in-process, and a list of their most recent orders, so they can buy the products they need with a couple of clicks. Ultimately, the most significant benefits of behavioural marketing communication include:
Relevancy: Behavioural marketing campaigns are far more relevant to the user that you're trying to connect with. If you can create more relevant, personalised experiences for your audience, then you'll build a more positive relationship because your audience won't feel like they're being spammed with useless information.
Efficiency: You know you're spending money on the ads that have a real impact for your target audience. With behavioural marketing trends guiding your promotional decisions, you're not wasting any time or money on campaigns that aren't going to resonate with your audience or deliver a positive response.
Increased ROI: Happier customers leads to more purchases. When you waste less money on poorly targeted ads and connect with people who are ready to buy, you discover more opportunities to cross-sell, up-sell, and generate repeat sales.
A behavioural marketing strategy also provides you with a centralised database of consumer information that you can use to automate your digital marketing campaigns, feed artificial intelligence strategies like chatbots, and more. You can even use the information you gather to get a better understanding of your real target audience.
How is a behavioural marketing plan developed and employed?
Behavioural marketing strategies are typically enacted by companies who have access to the technology needed. Companies use automated platforms capture data such as website visits, customer relationship management (CRM) software, and email analytics. What do consumer buy - and why do they buy it?
With that information, businesses are able to create a behavioural profile of customers. By quickly crafting messages that target consumers, consumer response rate will then increase over time. Furthermore, customers tend to interact more with a website, therefore, companies should be able to personalise the website experiences to his or her past behavioural. Businesses can build content blocks on their websites that serve up ads, text, and videos based on each visitor's past actions.
These is the Road Map for The Journey of Marketing Segmentation which implements Behavioural Marketing:
The Journey Of Market Segmentation
Example of The Journey Of Market Segmentation using Coca-Cola:
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