Advantages of Behavioral Marketing
The goal of your marketing campaign is to raise awareness, promote your business and capture your prospect’s attention. When you factor in behavior analytics and customer-centric data, you deliver campaigns with better messaging.
Behavioral marketing helps you supercharge your marketing efforts and offer more value to your customers by:
Increasing prospect engagement
Well-targeted ads outperform general ads. P&G saw its sales grow by 7.5% despite a budget cut when it narrowed its focus on its segment. Behavioral marketing enables you to attract prospects during the consideration or purchase phase. Your campaign gets traction only when your prospects are paying their full attention.
Behavioral marketing helps you narrow down the window that gives maximum conversion. By analyzing historical traffic, you can target your campaign right when your prospects go past the awareness phase.
Improving brand recall and loyalty
Nearly 61% of customers today find financial rewards while 58% find programs highly tailored to their needs an enticing incentive to buy. Understanding your prospects better lets you tailor campaigns that appeal to their wants and need. When you combine these insights and their search intent, you can tailor campaigns that appear right where your prospects are looking.
This is a great way to capture prospects when you don't have content ranking on the first page of the search engine results.
Enhancing targeted segmentation
Behavioral marketing helps you uncover a mix of data sets pertaining to your prospect’s activities, likes, and interests. With deeper insights, you can segment your target audience better. Through granular segmentation, you can run campaigns that your prospects connect with and consume.
Segmentation also helps you understand your prospect’s evolving needs through the journey. This makes it easier to identify cross-sell opportunities that result in better-targeted decision-making.
Integrating a unified consumer view
Your prospects send signals through their interactions and other activities like pages they viewed, content they downloaded, and more. They engage with you over different channels - through ads, your website, social media, third-party review sites.
Behavioral marketing helps you stitch all the data together and complete your prospect's profile. This helps you identify prospects across different channels, understand their interaction history, and drive personalized conversations.
Ensuring a frictionless experience for customers
With behavioral marketing, there is the question of where to draw the line. Prospects receive personalized emails, see targeted discovery ads, and more. But once your prospects become customers, the content you send them should align with their post-purchase journey. Now, this doesn’t mean you should stop selling but instead focus on how you can turn them into repeat customers.
Consumers are discouraged when they see ads of the product they bought after they complete the purchase. This negatively impacts the relationship they have with your business. Behavioral marketing helps you shift your strategy based on the stage of your sales funnel. The focus shifts to a post-purchase campaign, turning one-time buyers into repeat customers.