What is Behavioural Marketing?
In essence, behavioural marketing is the technique of providing customized advertising or content based on a user’s previous activities and behaviours. The rationale for this is because if advertising is more relevant to the user, there is a better chance they will respond positively (i.e. lead generation). Though this all appears to be straightforward, it is only feasible due to a great deal of technological sorcery.
Anyone who uses Amazon frequently is likely to be familiar with a rudimentary kind of behavioural marketing. This technology can provide each user with a unique online experience, with information that is uniquely customized.
Why is Behavioural Marketing an advantage?
- Relevancy: Digital information and advertisements become more relevant to the user, which should result in a more favourable experience because they won’t feel bombarded.
- Efficiency: As advertising is targeted at users who are likely to be interested in your items, the ad budget becomes more efficient. Messages are also customized to increase the likelihood of evoking a favourable reaction.
- Higher ROI: Greater ROI results from improved relevancy and efficiency, as less money is wasted on poorly targeted advertisements.
- Centralized database: To execute behavioural marketing, businesses must have consistent, easily available data. By optimizing data processes, other areas of the business may be streamlined.
- Forecasting: By analyzing the patterns of each section, you may detect trends and prepare for the future more efficiently.
According to McKinsey, companies that use consumer data have an advantage over their competitors by 85% in sales growth and more than 25% in profits.
How does Behavioural Marketing look like?
DavidsTea is an example of a company that employs behavioural segmentation in its loyalty programmes. The Canadian specialty tea retailer always looks for a creative approach to tailor their marketing to their most loyal consumers. Their timeline-style emails received widespread praise and are regarded as one of the greatest email marketing examples ever.
As shown in the picture above, when a client achieves an anniversary with the business, they receive a “look back” email. This email includes data such as where their first purchase occurred and leverages data such as their most purchased teas to provide a humorous, by weight, comparison. The client will be more likely to continue purchasing if they receive this email, which makes them feel special and appreciated throughout their customer experience.
How to leverage Behavioural Marketing?
Behavioural segmentation is an essential component of any marketing plan because it may reveal data patterns and insights that you would not have discovered. To remain ahead of the competition and decrease customer turnover, analyze consumer behaviour and apply it to increase performance across channels. Channels like email and social media marketing are just a couple of examples.
Begin now by utilizing behavioural marketing to make your consumers feel seen. KIMBO Design can assist you in developing the personalized marketing strategy that is most suited to your organization. We understand the needs of marketing to online audiences. To understand more about our skills and how we can add value to your brand, please visit our digital marketing service page.