behavioural marketing – what, why and how

BEHAVIOURAL MARKETING – WHAT, WHY and HOW

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What is Behavioral Marketing?

Behavioral marketing or behavioral targeting is when

consumers are targeted by marketers based on the

former’s behavior or usage patterns on the Internet.

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What is Behavioral Marketing?

Behavioral marketing or behavioral targeting is when

consumers are targeted by marketers based on the

former’s behavior or usage patterns on the Internet.

Data pertaining to usage and behavior collected from

marketing analytics solutions is utilized by marketers to

better understand their target audiences and their

expectations from brands.

Picture Credits: http://justcoachit.com/

What is Behavioral Marketing?

Behavioral marketing or behavioral targeting is when

consumers are targeted by marketers based on the

former’s behavior or usage patterns on the Internet.

Data pertaining to usage and behavior collected from

marketing analytics solutions is utilized by marketers to

better understand their target audiences and their

expectations from brands.

An everyday instance of behavioral targeting would be

the Facebook ads that appear on individuals’ news

feeds that are tailored to their preferences.

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Well, it's like this: marketers all over the world

now feel that they need to tailor their offerings

and communication.

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Well, it's like this: marketers all over the world

now feel that they need to tailor their offerings

and communication.

So when someone is looking for something

online, marketers track usage, understand

preferences and then make a suggestion that is

most suitable. An appropriate recommendation,

almost always makes conversion easier.

Picture Credits http://www.longhi.it/

Well, it's like this: marketers all over the world

now feel that they need to tailor their offerings

and communication.

So when someone is looking for something

online, marketers track usage, understand

preferences and then make a suggestion that is

most suitable. An appropriate recommendation,

almost always makes conversion easier.

BUT, the marketers can make such suggestions

only when they understand the behavior of the

TG— and this understanding of the behavior is

what forms the core of Behavioral Marketing, a

discipline that is changing the way business is

being done today.

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And there is even a formula to it...

The Bryan Brown formula

Behavioral Marketing= Individual Behavior+ Marketing Automation

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Bryan Brown describes behavioral marketing as

being a combination of individual behavior and

marketing automation.

Bryan Brown describes behavioral marketing as

being a combination of individual behavior and

marketing automation.

The author says that only automation would lead

to irrelevant messages whereas sole focus on

behaviors with no automation will lead to excess

data silos and lack of ways to scale

communications.

Bryan Brown describes behavioral marketing as

being a combination of individual behavior and

marketing automation.

The author says that only automation would lead

to irrelevant messages whereas sole focus on

behaviors with no automation will lead to excess

data silos and lack of ways to scale

communications.

The customer behaviors will have to be

integrated across channels and platforms (such

as email, social networks, website, mobile

devices, CRM, relational table data and so on)

to get a comprehensive understanding.

One of the stellar instances of behavioral

targeting involves Amazon. Its revolutionary

recommendation engine changed the way e-

commerce websites operated forever. By

studying behaviors of visitors, Amazon was able

to recommend other products that were aligned

to individuals’ preferences.

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One of the stellar instances of behavioral

targeting involves Amazon. Its revolutionary

recommendation engine changed the way e-

commerce websites operated forever. By

studying behaviors of visitors, Amazon was able

to recommend other products that were aligned

to individuals’ preferences.

This greatly improved the up-sell and cross-sell

potential for the company.

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From a customer’s perspective, when he/she

visits a website, the publisher seeks permission

to collect information about the customer’s

usage. When agreed upon, a unique profile is

created for every individual that begins to store

information of how that individual has browsed

the website.

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From a customer’s perspective, when he/she

visits a website, the publisher seeks permission

to collect information about the customer’s

usage. When agreed upon, a unique profile is

created for every individual that begins to store

information of how that individual has browsed

the website.

This information is then utilized to personalize

the experience of the individual in subsequent

visits to increase relevance.

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Setting up behavioral marketing processes

typically entails the following steps:

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Setting up behavioral marketing processes

typically entails the following steps:

1. Implementation of effective marketing

analytics tools

Picture Credits: http://www.thedrum.com/

Setting up behavioral marketing processes

typically entails the following steps:

1. Implementation of effective marketing

analytics tools

2. Establishing an integrated marketing

database for comprehensive understanding

Picture Credits: http://www.thedrum.com/

Setting up behavioral marketing processes

typically entails the following steps:

1. Implementation of effective marketing

analytics tools

2. Establishing an integrated marketing

database for comprehensive understanding

3. Segmentation on the basis of behavioral

patterns

Picture Credits: http://www.thedrum.com/

Setting up behavioral marketing processes

typically entails the following steps:

1. Implementation of effective marketing

analytics tools

2. Establishing an integrated marketing

database for comprehensive understanding

3. Segmentation on the basis of behavioral

patterns

4. Set up automated programs that will trigger

messages based on particular behavior

Picture Credits: http://www.thedrum.com/

Setting up behavioral marketing processes

typically entails the following steps:

1. Implementation of effective marketing

analytics tools

2. Establishing an integrated marketing

database for comprehensive understanding

3. Segmentation on the basis of behavioral

patterns

4. Set up automated programs that will trigger

messages based on particular behavior

5. Create content that is relevant to specific

groups of customers

Picture Credits: http://www.thedrum.com/

Setting up behavioral marketing processes

typically entails the following steps:

1. Implementation of effective marketing

analytics tools

2. Establishing an integrated marketing

database for comprehensive understanding

3. Segmentation on the basis of behavioral

patterns

4. Set up automated programs that will trigger

messages based on particular behavior

5. Create content that is relevant to specific

groups of customers

Picture Credits: http://www.thedrum.com/

Behavioral Marketing's many benefits include:

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Behavioral Marketing's many benefits include:

1. Improved precision in targeting

Picture Credits: http://www.whitespace.on.ca/

Behavioral Marketing's many benefits include:

1. Improved precision in targeting

2. Increased engagement

Picture Credits: http://www.whitespace.on.ca/

Behavioral Marketing's many benefits include:

1. Improved precision in targeting

2. Increased engagement

3. Tailor-made customer experiences

Picture Credits: http://www.whitespace.on.ca/

Behavioral Marketing's many benefits include:

1. Improved precision in targeting

2. Increased engagement

3. Tailor-made customer experiences

4. Increase in conversions

Picture Credits: http://www.whitespace.on.ca/

Behavioral Marketing's many benefits include:

1. Improved precision in targeting

2. Increased engagement

3. Tailor-made customer experiences

4. Increase in conversions

Picture Credits: http://www.whitespace.on.ca/

Unless marketers understand what their

customers expect and seek, all marketing

operations would essentially become

monologues. And, an 'onliner' today does not

want a monologue, especially so when he or she

has become even more aware of the high

degree of personalization that has now come to

exist.

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Unless marketers understand what their

customers expect and seek, all marketing

operations would essentially become

monologues. And, an 'onliner' today does not

want a monologue, especially so when he or she

has become even more aware of the high

degree of personalization that has now come to

exist.

Simply put, a marketer today cannot continue to

market without taking into account online

behavior and usage patters---the crux of

'Behavioral Marketing'

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