Behavioral Marketing

Marketing is about giving solutions to the people that need it.

But marketers struggle to find and target their consumers because of lack of data.

Then this leads to consumers receiving unrelated:

• Ads
• Emails
• Phone calls

Along with other marketing material which they end up ignoring.

In comes behavioural marketing, which is collecting consumer behaviour data to segment and target audiences.

Focusing on individual behaviours to find your target markets specific:

• Intents
• Interests
• Needs

And using consumer data will help you outperform their competitors.

So in this blog post, we will learn:

• What behavioural marketing is
• Why to use it in your business

Keep reading to learn more.

What is behavioural marketing?

Behavioural marketing is businesses target audiences based on:

• Behaviour
• Interests
• Intentions
• Geolocation

Plus, other types of data such as web analytics, cookies, search history, and more.

Then this data is used to segment audiences based on certain behaviours to create relevant content and offers.

Instead of sending generic messages to all your audiences.

Marketing Automation

Data is valuable to marketers and businesses, who use it to publish relevant content for consumers.

Marketing automation and machine learning can be used to take this data and:

• Predict future consumer behaviour
• Figure out audience preferences accurately
• Publish relevant outreach

Ultimately doing so, creates a better user experience for prospects and leads.

Now, aggressive advertising that causes banner blindness is out.

Behavioural marketing is in.

Because consumers only engage with content that interests them, based on previous searches.

So, for an effective marketing automation strategy, make sure your content appeals to your audience, not the product you’re selling.

Behavioural Marketing Segments

Segmenting your audience is an important part of behavioural marketing. 

How you segment your audience will be different and depend on:

• Marketing goals
• Target market

The following will give you an idea on how businesses segment markets: 

Geolocation 

Because of tracking, this metric is accurate, helping businesses know users locations based on:

• Continent
• Country
• Region
• Building

This type of data can help with local targeting, also how audiences find and engage with you.

Visit data

This metric tells you if the user is new or has previously visited.

Segmentation based on this metric means businesses can give special offers to repeat visitors.

Offers could include benefits or discounts to make users purchase.

Benefits sought

This metric is based on consumer motivations and intent.

This type of data is gathered when products or services are researched. 

Because users could be of the same demographic or location, but value an offer differently.

Transactional data

This metrics is when customers have made a purchase and tells you, they are aware of your brand

And if they enjoyed the initial purchase, these customers are more likely interested in other products of yours.

To understand your brand’s consumer lifecycle, collect data on:

• The number of purchases
• Average order value
• Product category
• Time of purchase

Engagement level

These metrics means consumers had a positive experience when interacting with your brand.

And this type of data implies that:

• Consumers trust your brand
• Consumer perception of your brand is good
• Consumers are more likely to purchase

Occasion

These metrics consider the occasion or timing of a purchase.

For example, universal holidays apply to most customers and other occasions apply to specific customers, like weddings.

So marketers can target segments at times of the day when they are most likely to buy.

Conclusion

Behavioural marketing helps businesses build a business strategy based on the behaviour of consumers.

This strategy is then used to better meet the needs of their customers.

Just remember to be cautious with behavioural marketing strategies, because of concern surrounding online user privacy.

Now it’s over to you.

Tell me how you collect consumer behaviour data and use it in your marketing strategy.

Let me know in the comment section below.