Behavioral marketing, or how to closely match the client
The precise definition of the client's needs and requirements has been keeping marketers awake at night for years. How to know exactly what a given consumer needs? The answer comes behavioral marketing, i.e. one that is based on the analysis of customer behavior on the Internet. Thanks to this, you can present a specific customer with a product that will be consistent with his interests and needs. Then you will be just one step away from selling!
How behavioral marketing works
You are browsing the news portal and an ad appears on the right-hand side of the page that presents an excellent mountain bike at an attractive price. You click on it with interest, because you recently browsed the offer of one of the chain stores with bicycles and checked their prices in the comparison engine. So the advertising worked.
Behavioral marketing is based on this mechanism. Cookies available on the web allow you to remember the pages you have viewed - they are used to create databases associated with a specific Internet user. Thanks to their analysis, it is very easy to gain knowledge about the behavior of online customers and, consequently, their preferences and current needs.
Behavioral marketing is completely opposed to actions when the same advertising message is sent to many recipients, and whose senders count the risk of little success in the campaign. Behavioral marketing offers a specific recipient an advertising message tailored especially for him.
Behavioral Marketing and Behavioral Targeting
Behavioral marketing primarily uses the behavioral targeting process, based on the behavior of users on the Internet. Such targeting is done by creating a network of internet user profiles that contain detailed data about the activity of a given internet user in the virtual space. Then the profiles are segmented in some respects into larger whole.
It is worth remembering that activities related to behavioral marketing should be automated and use special programs and tools typical for automated marketing. As Bryan Brown of IBM rightly pointed out, behavioral marketing is a combination of automated marketing and individual behavior. Automation without behavior analysis brings a number of irrelevant and unwanted advertising messages by the recipients. On the other hand, the analysis of the behavior of network users without automation becomes only a set, a repository of certain data.
Behavioral marketing - application
Although the most common behavioral marketing is classic display advertising presented on various websites, it is not the only form of advertising. It is worth noting that behavioral marketing can also apply to your own website.For example, when we run an online store, cookies will allow us to remember customer behavior - thanks to this, in e-mail notifications, if customers are its subscribers, you can present products from the offer tailored to their previous searches.
An increasingly popular method in behavioral marketing is creating special landing pages. If Internet users click on a specific advertisement - be it a display or a search engine advertisement - it will take them to a specially prepared page where they will be able to see similar or complementary articles from your offer.
Behavioral marketing also functions in social media. In addition to the activities that are typical for this field, which we mentioned earlier, a specific method of operation is used in social media. It takes into account not only the behavior of a specific user, but also his friends or people who like the same pages. When the user logs in to his profile, e.g. advertisements for products that interest his friends are displayed.
Behavioral Marketing is an effective way to increase the conversion of your online marketing efforts. Thanks to automation - it also saves time for you and your employees. Advertising personalization has a great future in B2C marketing.