Have you ever wondered why you are always bombarded with a dozen recommended items, personally picked for you when browsing the web? Or a mixture of products you have viewed before and those that customers with similar interests have bought?
Internet users divulge a lot information about themselves through their browsing behaviour. Digital marketers use this data to boost the relevancy of marketing messages. This is only the beginning of a tech-driven technique called behavioural targeting, which Paldesk defines as “marketing based on the actual behaviours of a targeted audience on websites.” In a nutshell, content is uniquely tailored based on a user’s online activity. Artificial intelligence is the main technology used to capture browsing patterns and offer relevant advertisements.
To succeed as a brand in the digital age, marketers need to know their target market’s needs and spending habits. Understanding customer behaviour is crucial for gaining insight into what influences their buying decisions.
Before this marketing technique became a go-to for marketers seeking to offer users relevant content, digital marketers relied on contextual advertising which enables advertisers to display ads based on keywords. Times are changing and marketing technology is getting smarter. Digital advertisers are embracing emerging technology and making the best use of web-tracking tools to monitor customer behaviour while using data captured to create smarter and more targeted marketing campaigns.
Behavioural marketing can enable advertisers to take their marketing efforts up a notch by conveying personalised messages. Marketers can respond to customer needs online by tailoring ads and content when users are searching for certain products.
But where do digital marketers start?
This type of marketing approach goes beyond user data collection. Two of the main phases behind this technique include audience segmentation and data application. According to SendPulse, audience segmentation is a marketing strategy that empowers marketers to divide users into subgroups based on demographics and interests. Tailoring content becomes easier when customers are segmented, and marketers can avoid sending specific advertisements to a wider audience with less interest. The second phase of implementing a behavioural marketing strategy, data application, is where digital marketers use insights gained to match users’ interests to content they see online. This in turn boosts brand awareness and increases digital engagement.
Customers do not always behave the same way. Expectations change with time and marketers need to keep pace with the constant transformation. The marketing paradigm is also shifting and digital technology is creating an evolution in how marketers respond to customers. If you stay ahead of customer expectations and give them what they need, they will keep coming back.