Behavioural Marketing: A Quick OverviewIt’s possible to connect with your customer and sell products and services to them based on observing their behaviours as they interact with your brand, your ads, your website, with you directly on social media pages, emails, virtual assistants, feedback and review pages, etc. Behavioural marketing is a method of segmenting or dividing up your market according to different behaviours displayed by certain customers at certain points in time. Through such segmentation, you can tailor your communication with customers much better and more efficiently. Behavioural segmentation offers the opportunity to provide personalized communication tailored to meet their unique needs, preferences, and budget based on observed behaviours. This helps to create a strong connection. Studies show that personalization leads to stronger visitor engagement, better customer UX, enhanced perception of your brand, it ramps up the conversion rate and increases lead generation and customer acquisition. Most importantly, it predicts future behaviour based on historical ones. As a marketer or business owner, it gives you direct access to the individual customer. So you no longer need to create marketing campaigns of the hit or miss variety aimed at mass markets. Your brand becomes memorable and established firmly in the minds and hearts of your customers and this opinion is shared on social media, leading to access to even greater pools of potential customers. Behavioural marketing can be seamlessly synced with your digital marketing campaign and creates a good relationship with customer. But before we get to that, we can look at the concept of digital marketing.
What Is Digital Marketing?If you thought digital marketing was a brand-new 21st-century idea, here’s a reality check. In 1907, not too long after Marconi patented the radio in 1896, the American inventor, Lee de Forest transmitted the world’s first commercial advertisement over the radio, an electronic medium. It featured an operatic selection of arias rendered by the great Enrico Caruso and Emmy Destinn from a performance currently featured at the Met in New York. The results were amazing because it led to a huge demand for show tickets. And that was the genesis of digital marketing. Today, most people think that “digital marketing” would not exist if not for the internet. If smartphones, social media, mobile apps, Google ads, etc. weren’t around there would be no digital marketing. True? Not by a long chalk. In real terms, it refers to all forms of marketing that are conducted involving any electronic devices and it can be done both online and offline. With studies that show that Americans spend more than 11 hours on electronic devices in a day, it’s important to know how it works in both cases. Online digital marketing comprises:
- Search engine optimization and marketing
- Social media and content marketing
- Affiliate marketing
- Email marketing
- PPC (pay per click) advertising
- Use of enhanced electronic features