The digital marketplace challenges marketers to find new ways of reaching the right audience. And with the abundance of raw data available, it is possible for online businesses to use technology to your advantage.
Behavioral segmentation can help. Even though the well-known marketing tactic has been around a lot longer than digital technology, the vast ocean of data in the online arena strengthens the use of behavioral segmentation in a marketing plan.
Modern advertising platforms have also given savvy consumers more power. According to internet retailing, 83% of consumers expect some form of personalisation from brands. It’s no more than consumers should expect if they are good enough to hand over personal details to merchants.
Marketers should also consider that modern consumers are bombarded with advertising from all angles. The constant exposure can be overwhelming, and for many, frustrating. Brands that don’t show consumers they care about their personal interests shouldn’t expect much response.
Traditional marketing involved pebble-dashing advertising campaigns to a wide audience. The emergence of big data has allowed marketers to move on from broad scope advertising and create patterns of behaviour that enable merchants to understand how customers interact with their brand at any point in the purchasing process.
Behavioral segmentation expands beyond generic consumer data and demographics. Web analytics provides marketers with valuable insights that enable you to determine what stage of the buying process certain customers are at.
This information can have a major impact in your marketing strategy. You can create ad messages for customers at all stages of the customer journey. But you also need to consider creating content that is most appropriate for the type of device your customers are using.
For example, customers using mobile devices can be contacted by SMS or messenger apps. The message will be much briefer and can either raise product awareness, direct them to more information or offer a discount.
Customers using desktops on the other hand can be sent an email or perhaps offered a download where they can learn more about your products, services and brand. Knowing where and how to reach your customers is the golden egg of behavioural segmentation.
How your customers behave is unique to every industry and business, but the generic patterns to look for are type of device, type of content, keywords, patterns of use, how much they spend, how often they spend, how often they take advantage of discounts, what type of products they purchase etc.
All your customers will reveal patterns of behaviour. This will enable you to target marketing campaigns to the right people at the right time. Whenever you are able to tailor ads to specific preferences, always take advantage of personalising the customer experience.
Should you wish to use behavioral segmentation on a deeper level, why not send out a quick questionnaire in return for precise responses. Ask customers what they think about your brand or what they most want from your business and you have valuable insights about people’s attitude towards your brand.
When marketers seek to get in-depth information, it is important you send content through the correct channels. For example, SMS is known to receive as much as a 43% response rate compared to email which only has around two or three per cent.
Social media networks are a powerful platform for learning and interacting with customers. However, social platforms are not generally used for sending marketing messages despite a high percentage of social media uses confirming marketing ads appearing in their social accounts has influenced a purchasing decision.
Producing marketing content is arguably the most difficult aspect to nail down. But by dividing your customers into segments that enables you to know more about them, narrows down the amount of messages you need to send.
Behavioural segmentation should not only focus on physical behaviours, but should also consider emotional behaviour. You can use content to gauge emotional responses in your customers and develop content in your personalisation strategy.
Behavioral segmentation helps marketers see the bigger picture. As a consequence, content creation does become easier and you are more likely to target the right audience at the right time. In doing so you can expect to see a rise in response rates, leads and profits.
No matter how big your business is, approaching customers with a personal touch will win friends. Brands that provide customers with a better online buying experience increase their chances of retaining customers.