Savvy marketers know that it’s ineffective to deliver the same generic marketing content to everyone. The most powerful marketing uses different approaches for different audiences – whether that’s new customers, top spenders, bargain hunters or customers who are especially loyal to a particular brand.
Behavioral targeting and segmentation empower marketers to deliver messages tailored to an individual’s preferences, lifecycle stage, and place in the buying journey.
Customers benefit from a shopping experience that speaks to their needs. And marketers can focus their resources on relevant communications that drive conversions and boost loyalty.
Download the ebook to discover:
- What data you need to collect
- Benefits for customers and marketers
- 10 types of segmentation you should be using
- The types of content that deliver results
See what’s inside:
WHAT IS BEHAVIORAL TARGETING?
Savvy marketers know that it’s ineffective to deliver the same marketing content to everyone. It’s more powerful to use different approaches for different audiences.
Imagine you’re the sales clerk at a suit store. As customers walk around, you watch how they behave and try to predict what they need. You see a new customer overwhelmed by choice, and direct them to your most popular items. When a customer has found a suit he likes, you present him with suggestions for a matching shirt and tie. You notice someone balk at the price tag of your finest range, and nudge them towards discounted items. When your most loyal customer walks in, you know exactly his size and the style he’s looking for.
Your eCommerce store doesn’t have a diligent sales clerk watching how customers act. Instead, marketers have a wealth of behavioral data available that makes this level of personalization possible.
This data doesn’t appear out of thin air. For a complete picture of shoppers’ needs, you’ll have to collect transactional and behavioral data from every channel where customers interact with your brand. That’s not as difficult as it sounds: a personalization platform like Fresh Relevance integrates customer data across systems in real time – including your ESP, eCommerce platform, and customer database. We can even build a picture of customers’ activity before they have been identified through their email address or logged in.
This data can be used to segment customers into lists based on their interests, customer lifecycle stage, and position in the buying funnel. Segments could include new visitors, lapsed shoppers, high-spenders, or customers interested in a certain brand or product category. Segments can be as general or as granular as you need.
Once you have data collection and segments set up, they can be used to target shoppers with the most relevant website content, and select which triggered emails customers should receive. Lists can be exported to your ESP to personalize content in bulk emails, and used to retarget customers on other channels such as social media advertising and Google AdWords.