Behavioral marketing has changed the way we market. But what should you know about it and how do you get started? Let’s take a closer look.
In the past, marketing to consumers has been based on actions, e.g. B. how many pages you have visited on a website, at best rudimentary. These could, by and large, tell you what a customer might be interested in, but didn’t provide any detailed information.
It was almost like trying to guess what kind of picture a puzzle could make when you only have a few pieces.
Today’s behavioral marketing makes it easy to carefully target users based on the incredibly specific actions they have taken.
What is behavior segmentation marketing?
Behavioral marketing is the strategy of targeting leads or customers based on specific actions they take on a website, rather than just the pages they display. Then marketers use behavior segmentation to target specific consumers based on the actions they have taken.
Rather than throwing a series of ads at consumers and hoping that some of the marketing messages get stuck, Behavioral Marketing uses information such as browser and search history, IPs and cookies and uses that information to create a final profile of the user and then customize marketing messages corresponding.
When the consumer visits pages, browses products or lingers on certain coupons, offers become more targeted and precise. The more information an ad network has, the better it can define the behavioral segmentation of an ad in order to reach the right people at the right time.
Awesome, isn’t it?
Actually seeing behavioral marketing in action can really start the fire in terms of generating new ideas. Rather than giving a few examples, I’ll also share with you the best tools to get you started in behavioral marketing.
Types of Marketing for Behavioral Segmentation (With Examples)
Behavioral marketing encompasses a wide range of marketing strategies, including retargeting (also known as remarketing), email marketing, product proposals, and much more.
All of these are facets of behavior-based targeting and can be used as stand-alone strategies or coupled together to achieve an even greater impact on your target audience.
Retargeting and remarketing will take into account the pages and products you viewed and then reappear, even if you are not on the original website. Both Google and Facebook offer retargeting options on their respective advertising platforms.
You need to consider what part of your audience you want to realign and what type of offer you want to present.
How to set up ad-based retargeting in Google
- Sign in to your Google Ads account
- Click Campaigns, then click the + Campaign button.
- Choose your campaign goal.
- Select “Ads” (click here if you want to set up a remarketing campaign for the Search Network).
- Name your campaign and include location, language, etc.
- Click Save and Continue
- Enter your ad group name and bid
- Under the “Choose how you want your ads to be targeted” option, click Interests and Remarketing.
- When targeting, choose Remarketing Lists, then click Set Up Remarketing.
At this point, AdWords creates a remarketing tag for you. You can send it to yourself or your developer along with instructions on how to add it to your website. When Google Analytics is running, there will be a check box that will allow you to use the tracking code that is already on your website instead.
- Then click Save and Continue to start creating your ads or skip creating your ads to do so later. It’s a good idea to create both text and image ads of various sizes so that you can have an ad ready regardless of what other pages your ideal customer is visiting.
How to set up retargeting on Facebook
- Log in to your Facebook Ad Center and go to Ad Creation.
- Click Create Audience and select Custom Audience. In this example we are again targeting people who have already visited your website.
- Under “How do you want to create this audience?” Select “Target ads to people who have interacted with your products on and off Facebook.”
- Choose your target audience from the drop-down menu. They can target a wide variety of users including:
Anyone who visits your website
People who visit certain pages
People who visit certain pages but not others
People who haven’t visited after a set time
A custom combination of your choice
- Then you will receive your pixel code and you can start retargeting.
If you don’t already have a Facebook pixel code, you’ll need one to closely track visitors for Facebook retargeting. Here’s a step-by-step guide from Facebook on how to do that.
To get the most out of your Retarget AdWords and Facebook ads, plan your campaign accordingly. Who do you want to address? Create an ad that is appropriate for that particular segment. For example, people who viewed a particular product and may have added it to their cart but not made a purchase can benefit from a retarget ad that offers a discount or free shipping.
Here are a few examples of behavioral marketing to inspire your next campaign:
This retarget ad on Facebook is aimed at parents who don’t see grandparents often with a personalized book. It ran during the COVID lockdown when many families were unable to travel.
This realigned Best Buy ad will notify you that there are items in your cart and will help reduce your reluctance by reminding you of the Price Match Guarantee, Free In-Store Pickup, and Free Shipping.
This behavioral ad from Expedia is aimed at last minute shoppers looking for a great travel deal.
Behavioral Segmentation Email Marketing
Behavioral email is another example of behavioral marketing. Rather than using the pages that users have visited or the actions they have taken on those pages, behavioral targeting emails users based on their status or actions with the website (regardless of whether they are subscribed, have added an item to their shopping cart, etc.). .
Nordstrom shows you the items in your shopping cart and lets you view your bag directly. However, this cart recovery indicator could be improved by linking to a method of contacting support or live chat so the user can get answers to any questions that might be preventing them from converting.
Here is an example of a retention email to users who have unsubscribed from the Birchbox service with a 20% discount for resuming the subscription service.
If you were looking for more examples, you can find 29 examples of behavioral email.
One of the most common types of behavioral targeting, this examines things like gender, age group, education level, geographic location, race, and other characteristics to “paint” a picture of a user based on their browsing habits.
You may not think that something as simple as the websites you visit can give you away on a physical level, but you would be surprised.
Of course, advertisers want to take advantage of these differences and often repackage and rename their products accordingly.
Note: There have been setbacks to extremely gender-specific packaging like Bic for Her, a pen marketed specifically for women. Be careful not to overstep your goal and push your audience away.
Even when you’re not online, demographics-focused ad samples can be found everywhere.
An advertisement promoting Toyota Prius’ fuel efficiency is aimed at consumers looking for ways to reduce their impact on the environment.
A “thin” can of Diet Pepsi was aimed at women trying to monitor their caloric intake.
Not surprisingly, you can target your behavioral marketing ads to specific demographics of users, right down to their stated interests. Facebook has made this type of targeted advertising an art.
Suggested selling pairs of additional (or bigger / better) items based on things you’ve already bought. Common examples of recommended sales are upsells and cross-sells. You can think of a cross-sell as ordering a burger and being asked, “Do you want fries with it?”
While an upsell to your burger would be the offer to “make a meal of fries and a drink for $ X”. Recommended Selling is often used on sites like Amazon, where when you purchase certain items, they not only tell you what others have bought, but also what they have bought together.
A behaviorally marketed proposal by Amazon to sell with the current item and accessories that users often buy in addition to the original.
Selling proposals are often used on flower and gift websites, where upsells can include anything from chocolates to popcorn.
This is an extension of behavioral marketing as it doesn’t deter the customer from their current order, but suggests other relevant products based on their current buying behavior.
After examining some behavioral marketing examples and exploring tools to make it more effective, the next step is to try it out for yourself!
Create a marketing plan and try out some of the suggestions above. Use A / B testing of various behavioral segmentations to see what customers are reacting to. You might be surprised at how much money you’re leaving on the table if you don’t include behavioral marketing in your digital marketing strategy!
Do you use behavioral marketing tactics as part of your advertising and promotion? Which strategy was most effective for you?