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Marketing teams can hone their strategies and better tailor them to consumers' demands by following these five steps:
1. Transition to a scoring system. Scoring your consumers according to the behaviors relevant to the company's brand or category allows marketing teams to build and sequence dynamic consumer journeys targeting precisely the right time and place.
2. Invest in identifying consumer need-states. Through new data sets, tracking methods, and signals in behavior data histories, marketing teams can see where the brand is able to meaningfully engage.
3. Identify your winning and losing approaches. Using all of the above information, teams should then assess their current marketing communications to gauge how consumers receive them.
4. Redesign efforts along the consumer journey. The more you can position your company as helpful through a consumer's journey, the higher your return. Teams need to develop multiple opportunities along the buyer's journey for prospects to show interest and display engagement—ones that focus on those "moments of need"—because it's not just at the point of purchase that you need to persuade consumers.
5. Pay attention to ethical and social boundaries. As you build needs-based and precision messaging, keep in mind the legal, moral, and social boundaries of using targeted data. Stay well within those bounds, because violating a potential buyer's trust is the easiest way to sabotage your marketing efforts.
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If you’ve been sleeping on behavioral analytics, it’s not too late. Read this article. Do what it says, and your brand will grow.
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The primary route we use to make sense of user behavior is behavioral personas. You may be familiar with cohorts based on things like date—all those users who signed up in January 2017, for instance. A behavioral persona is similar, but segments users out by patterns in how they use a product.
If you were analyzing a Gmail extension that checks the spelling and grammar of all a user’s emails, then you could imagine a few simple behavioral personas relating to usage right away:
- High-volume emailers: users who process many more emails than the median user
- Low-volume emailers: users who process fewer emails than the median user
You could expand this out to include people who write their emails very quickly, those who spend more time on them, the degree of broadness of the networks people have (whether they email many different people or just a few), and so on—behavioral personas are a very flexible tool.
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SIX IDEAS TO GET STARTED WITH BEHAVIORAL EMAIL
Onboard
Help customers understand the value of your app or site by setting up a welcome email triggered for new customers who complete registration.
Educate
Continue building your relationship with your new users by providing information that enhances their overall experience with your brand or offers other valuable insight about your product.
Nudge
To capture that lost revenue, Nudge your users to return to their abandoned shopping cart or a key actions with targeted messaging highlighting what the value of the product or an action.
Remind
Be your user’s hero. Alert them when their free trial is due to end, if their storage is running low, about a shortage of inventory in their favorite product, and much more.
Notify
Keep the attention of your audience by notifying them of interesting moments through messaging.
Request
After a customer takes a certain action, provide opportunities for customers to give feedback to continue improving their experience with your brand.
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While data can help us achieve a much deeper understanding of customer activity, an overcommitment to it can also blind us from the darker corners of human behavior that data struggles to explain. Truth is, smart marketers have been deploying soft science for years as a way to discover, digest, and convert cold, hard information into more impactful messaging.
Behavioral economics brings together a variety of disciplines (cognitive science, social psychology, marketing, and others) to shed more light on when, how, and, most importantly, why consumers make decisions. Fundamentally, the principles behind behavioral economics all play off of a simple reality: Consumer decision-making is 30% rational and 70% emotional.
We can take away some lessons and tips from the core findings of behavioral economics research:
• Tapping into people’s desire for acceptance: We all adhere to social norms in an effort to fit in. Leveraging social proof can help you take advantage of this reality.
• Recognizing that people would rather avoid a loss than make a gain: According to TrackMaven’s Rebecca Lee White, “the psychological pain from losing is twice the amount of the pleasure of a gain.” This point can be applied by adjusting how you position offers.
• Avoiding analysis paralysis: Sometimes, less is more. That’s certainly true when it comes to the number of options you present to customers.
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"Some two-thirds of marketers currently use behavioral research (consumer behavior insights) to influence their marketing decisions, and almost 7 in 10 expect the use of behavioral data to grow over the next 3 years, according to a Millward Brown Digital study. Results from the survey also show that a majority are using audience measurement tools (61%), but that fewer have adopted marketing mix modeling (30%)."
Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.
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â–ş About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who do not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. â—„
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Intermediate/ Digest...
Here are nine easy-to-use ideas on how to perform segmentation by activity. 1. Resend your newsletter with another subject line to those who haven't opened the previous one within a few days. 2. Resend your email campaign with a new call to action to those who opened but haven't clicked. 3. Prepare another email campaign with a completely different offer to those who haven't clicked on the previous one. 4. Offer a switch from promotional to informative and educational newsletters to those who always open but never click. 5. Research which links recipients have clicked on and send them additional information or a special offer about the issue they are especially interested in. 6. Dare to send newsletters more frequently or some extra offers to the most active clickers. 7. Change not only the subject field but also the sender name to a more personal one. 8. Send a text message to those who haven't opened your email if the campaign requires some urgent action. 9. Prepare a compelling re-engagement campaign to those who haven't opened your emails for some months. ____________________________________________________ â–ş FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! â–ş Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Knowing who your customers are is great, but knowing how they behave is even better. Their personas and demographics tell you what they might be interested in, but their behavior tells you what they definitely are interested in.
Digest...
Some basic examples of behavioral targeting: Email: -Which emails did a consumer open and/or click on? -Which emails did she NOT open and/or click on? -Which type of offer does she respond to most often? -How long ago was her last interaction with an email — three days, three weeks or three months? -Who responds frequently, who rarely interacts? Read more about this on MarketingProfs. Social -Did a consumer mention your company on Twitter? -Did she navigate to your site from Facebook? -Did she share one of your messages? Website: -Did a consumer visit your website? If so, how recently? -What content did she download or view? -What keywords were used to navigate to your site? -How many pages did she view while there? At Marketo, we found that our lead nurturing campaigns that use behavioral targeting have 57% higher open rates, 59% better click-to-open rates, and a whopping 147% higher overall click rate. Research from Gareth Herschel at Gartner found that event-triggered campaigns (e.g. those based on behaviors) performed five times better than traditional batch campaigns. On top of that, Forrester Research recently found that only 17% of companies assessed themselves as mature practitioners of behavioral marketing — but those mature practitioners grew revenue faster than they planned (53% versus 41%). ___________________________________ -Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). -If you like this scoop from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.
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A new study commissioned by Silverpop and conducted by Forrester Consulting indicates that the vast majority of marketers surveyed believe that behavioral marketing can boost their performance in a range of areas, most notably in return on investment, revenue attributable to marketing activities, and customer satisfaction and loyalty. Though the sample size is small, responses suggest that mature or transitioning behavioral marketers are indeed seeing better results than their peers. Advertisement Among B2B respondents, for example, mature/transitioning behavioral marketers estimate that 34% of their sales pipeline can be attributed to leads their marketing function has generated, compared to 26% of “immature behavioral marketers.”
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Condensed...
Here are a few steps in the journey toward a buyer-centric automation strategy, which I like to call "behavioral marketing automation." Segmenting, and Sending Messages, Based on Behavior: The first step of behavioral marketing automation is to determine which target audiences exhibit similar characteristics. Upon identifying clusters, you can send those groups relevant messages based on shared characteristics. Harnessing other factors related to context, like timeframe, can also boost the marketing relevance of your messages. Driving Immediate Behavioral Messages: Once you've established your initial segments and clusters, you're ready to take things to the next level: letting contact behaviors take the wheel on an ongoing basis. Why Behavioral Marketing, in the First Place? Sending individualized, targeted messages can seem like a daunting task, but with the Web tracking capabilities of modern marketing automation, this strategy has never been easier to execute. Moreover, why would you want to miss an opportunity to provide potential buyers with what they want, precisely when they want it?
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Key excerpt...
Silverpop’s new features load customer behaviors from all sources into a central database, match identities to create a unified customer view, and make the resulting information available for real-time, automated interactions across all channels. The central database and cross-channel treatments are two of the three capabilities I’ve defined for a Customer Data Platform. Silverpop falls short on the third CDP function, which is integrated predictive modeling. But it has partners who fill that gap.
Many CDPs have been quietly maturing for several years. Silverpop's two-year gestation cycle is a good example. I can't say precisely why so many are emerging more or less simultaneously, but suspect a combination of business conditions and ever-more-urgent marketer needs. The long-term drivers are clear: more marketing channels make customer attention harder to attract, spread behavior across different media, and require coordinated contacts across channels. As a result, marketers need a unified customer database, unified campaigns, and way to deliver messages across whatever channels customers use now or in the future. This is what they get from a CDP.
It’s less surprising to see another CDP system than to see it coming from Silverpop. After all, Silverpop’s twin heritages in B2C email and B2B marketing automation both use simple data models: flat lists for email and basic lead/contact/account tables for B2B marketing automation. Both types of systems traditionally merge customer data using only email address. Neither build a company's primary marketing database or shares data with external systems. So its quite unexpected to see Silverpop ingest data from any source, cross-reference any set of individual identifiers, offer access to the data, and send messages for delivery by other systems.
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SilverpopTM, the only digital marketing technology provider that unifies marketing automation, email, mobile and social, today announced at its Amplify 2013 customer conference, the launch of Universal Behaviors. Now for the first time, marketers will have access to a live stream of real-time behaviors that they can easily understand and instantly integrate into highly relevant individualized campaigns. “Marketers are being bombarded with a tremendous amount of data about their customers, which often seems like noise,” said Bryan Brown, director of product strategy for Silverpop. “To deliver highly relevant campaigns that convert, marketers have to not only hear everything, but act on what they learn. Now they can extract individual conversations and engage each person in real time. Universal Behaviors removes any remaining barriers to the vision of delivering true one-to-one communications to limitless numbers of customers via behavioral marketing automation.”
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Key excerpts...
People continue to browse your website, download documents, and complete forms for more information on topics that interest them. This is exactly what they have always done. The difference is that using behavioral marketing, interest and their real intent is identified. You only need to know what you’re looking for to discern between disinterested visitors and your next customer. By knowing how they got to your site, pages visited, forms completed, content downloaded, repeat visits to your site, you can start to discern their level of interest. But how do we know that people that visit your site are showing their true intent? The answer lies in their psychology.
...The internet provides a perceived feeling of anonymity that allows people to express themselves in ways that they might be unable to without feeling anonymous. Now translate this to when a prospect is on your website. The pages they linger on, the links they find intriguing and click, and the documents they download are pretty accurate indicators of interest. Most likely they are not browsing your website with someone watching and therefore influencing their behavior on your site. The more they do these things on certain pages, the more interest they have. And therefore, the more likely their behaviors reflect actual interest. When you skillfully use behavioral data about the companies that visit your site, you are essentially benefiting from the positive effects of those people browsing in solitude and while feeling fairly anonymous.
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Segmentation Models Are Outdated: How to Update Your Marketing Segmentation Practices - MarketingProfs
RE: Lead Scoring...OK if you're a single product company, or you're managing a single product.
This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing