Believe it or not, behavioral messaging is essential to the way parents treat their kids, teachers approach different students, and governments inform their citizens. Just think about it – a child who displays weakness from infancy is treated with extra care by parents. A student who has difficulties paying attention in class is treated differently by teachers. When governments feel the masses aren't ready for an important announcement, they postpone their proceedings. Sending messages based on how another person behaves comes innately to us. The industry that has applied this technique most efficiently is the marketing industry.
Behavioral marketing has transformed the way we market products and services. In the past, marketers looked at consumers' actions to decide what types of marketing messages they receive. But, customer actions aren't always rational or predictable.
On the other hand, assessing their behavior provides marketers with in-depth details of how they may behave in the future, what type of content they like, etc.
Behavioral marketing is the policy of targeting customers based on their specific behaviors. Be it a question they've answered on a survey or a webpage they've viewed in the past – modern-day marketers, with the help of advanced tools, track these behaviors to send personalized marketing messages to customers.
Instead of blindly putting together a marketing message, the best marketers team up with the finest behavioral messaging experts to understand them at a deeper level. These behavioral analysts can gather a lot of insight about a customer by looking at their:
Browsing and search history
Pages they've visited on eCommerce platforms
Past purchasing history
Ads they’ve engaged with in the past
The pages they like or follow on social media websites
The types of cookies they've installed on their browsers
IP addresses
Behavioral analysts combine this information with current industry trends to build highly definitive profiles of target customers. Then, these customers are individually targeted with tailor-made marketing messages.
Some examples of behavioral message-based marketing include -
Targeted email marketing campaigns based on target customers' behaviors
Creation of dynamic landing pages that consist of relevant content
Instant personalization of the contents on an eCommerce website to entice potential customers
Use of marketing messages in search engines
Creation of highly relevant and personalized ads
Creating marketing messages and campaigns using highly specific behavioral data of customers not only makes businesses more appealing to target customers, but customers also enjoy the benefits of getting personalized shopping journeys. These personalized journeys compel target customers to -
Spend more time on business websites
Explore more products/services
Open more links on business websites, hoping to see more personalized offers, content, messages, etc
Receive re-targeted advertisements
Receive highly personalized content
Initiate long-term communications with the business
Transform into a decisive customer from an indecisive one
To conclude, marketing messages based on customer behaviors help marketers and businesses achieve their business goals. These messages also make shopping experiences more pleasant for customers.
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Newristics
18 July 2022
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