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Behavioural marketing – what, why and how

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Well, it's like this: marketers all over the world now feel that they need to tailor their offerings and communication.

So when someone is looking for something online, marketers track usage, understand preferences and then make a suggestion that is most suitable. An appropriate recommendation, almost always makes conversion easier.

BUT, the marketers can make such suggestions only when they understand the behavior of the TG— and this understanding of the behavior is what forms the core of Behavioral Marketing, a discipline that is changing the way business is being done today.

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Behavioural marketing – what, why and how

  1. 1. BEHAVIOURAL MARKETING – WHAT, WHY and HOW Picture Credits http://www.financialtechnologyafrica.com/
  2. 2. What is Behavioral Marketing? Behavioral marketing or behavioral targeting is when consumers are targeted by marketers based on the former’s behavior or usage patterns on the Internet. Picture Credits: http://justcoachit.com/
  3. 3. What is Behavioral Marketing? Behavioral marketing or behavioral targeting is when consumers are targeted by marketers based on the former’s behavior or usage patterns on the Internet. Data pertaining to usage and behavior collected from marketing analytics solutions is utilized by marketers to better understand their target audiences and their expectations from brands. Picture Credits: http://justcoachit.com/
  4. 4. What is Behavioral Marketing? Behavioral marketing or behavioral targeting is when consumers are targeted by marketers based on the former’s behavior or usage patterns on the Internet. Data pertaining to usage and behavior collected from marketing analytics solutions is utilized by marketers to better understand their target audiences and their expectations from brands. An everyday instance of behavioral targeting would be the Facebook ads that appear on individuals’ news feeds that are tailored to their preferences. Picture Credits: http://justcoachit.com/
  5. 5. Well, it's like this: marketers all over the world now feel that they need to tailor their offerings and communication. Picture Credits http://www.longhi.it/
  6. 6. Well, it's like this: marketers all over the world now feel that they need to tailor their offerings and communication. So when someone is looking for something online, marketers track usage, understand preferences and then make a suggestion that is most suitable. An appropriate recommendation, almost always makes conversion easier. Picture Credits http://www.longhi.it/
  7. 7. Well, it's like this: marketers all over the world now feel that they need to tailor their offerings and communication. So when someone is looking for something online, marketers track usage, understand preferences and then make a suggestion that is most suitable. An appropriate recommendation, almost always makes conversion easier. BUT, the marketers can make such suggestions only when they understand the behavior of the TG— and this understanding of the behavior is what forms the core of Behavioral Marketing, a discipline that is changing the way business is being done today. Picture Credits http://www.longhi.it/
  8. 8. And there is even a formula to it... The Bryan Brown formula Behavioral Marketing= Individual Behavior+ Marketing Automation Picture Credits: http://www.learnvest.com/
  9. 9. Bryan Brown describes behavioral marketing as being a combination of individual behavior and marketing automation.
  10. 10. Bryan Brown describes behavioral marketing as being a combination of individual behavior and marketing automation. The author says that only automation would lead to irrelevant messages whereas sole focus on behaviors with no automation will lead to excess data silos and lack of ways to scale communications.
  11. 11. Bryan Brown describes behavioral marketing as being a combination of individual behavior and marketing automation. The author says that only automation would lead to irrelevant messages whereas sole focus on behaviors with no automation will lead to excess data silos and lack of ways to scale communications. The customer behaviors will have to be integrated across channels and platforms (such as email, social networks, website, mobile devices, CRM, relational table data and so on) to get a comprehensive understanding.
  12. 12. One of the stellar instances of behavioral targeting involves Amazon. Its revolutionary recommendation engine changed the way e- commerce websites operated forever. By studying behaviors of visitors, Amazon was able to recommend other products that were aligned to individuals’ preferences. Picture Credits: http://i.huffpost.com/
  13. 13. One of the stellar instances of behavioral targeting involves Amazon. Its revolutionary recommendation engine changed the way e- commerce websites operated forever. By studying behaviors of visitors, Amazon was able to recommend other products that were aligned to individuals’ preferences. This greatly improved the up-sell and cross-sell potential for the company. Picture Credits: http://i.huffpost.com/
  14. 14. From a customer’s perspective, when he/she visits a website, the publisher seeks permission to collect information about the customer’s usage. When agreed upon, a unique profile is created for every individual that begins to store information of how that individual has browsed the website. Picture Credits: http://www.datamanager.it/
  15. 15. From a customer’s perspective, when he/she visits a website, the publisher seeks permission to collect information about the customer’s usage. When agreed upon, a unique profile is created for every individual that begins to store information of how that individual has browsed the website. This information is then utilized to personalize the experience of the individual in subsequent visits to increase relevance. Picture Credits: http://www.datamanager.it/
  16. 16. Setting up behavioral marketing processes typically entails the following steps: Picture Credits: http://www.thedrum.com/
  17. 17. Setting up behavioral marketing processes typically entails the following steps: 1. Implementation of effective marketing analytics tools Picture Credits: http://www.thedrum.com/
  18. 18. Setting up behavioral marketing processes typically entails the following steps: 1. Implementation of effective marketing analytics tools 2. Establishing an integrated marketing database for comprehensive understanding Picture Credits: http://www.thedrum.com/
  19. 19. Setting up behavioral marketing processes typically entails the following steps: 1. Implementation of effective marketing analytics tools 2. Establishing an integrated marketing database for comprehensive understanding 3. Segmentation on the basis of behavioral patterns Picture Credits: http://www.thedrum.com/
  20. 20. Setting up behavioral marketing processes typically entails the following steps: 1. Implementation of effective marketing analytics tools 2. Establishing an integrated marketing database for comprehensive understanding 3. Segmentation on the basis of behavioral patterns 4. Set up automated programs that will trigger messages based on particular behavior Picture Credits: http://www.thedrum.com/
  21. 21. Setting up behavioral marketing processes typically entails the following steps: 1. Implementation of effective marketing analytics tools 2. Establishing an integrated marketing database for comprehensive understanding 3. Segmentation on the basis of behavioral patterns 4. Set up automated programs that will trigger messages based on particular behavior 5. Create content that is relevant to specific groups of customers Picture Credits: http://www.thedrum.com/
  22. 22. Setting up behavioral marketing processes typically entails the following steps: 1. Implementation of effective marketing analytics tools 2. Establishing an integrated marketing database for comprehensive understanding 3. Segmentation on the basis of behavioral patterns 4. Set up automated programs that will trigger messages based on particular behavior 5. Create content that is relevant to specific groups of customers Picture Credits: http://www.thedrum.com/
  23. 23. Behavioral Marketing's many benefits include: Picture Credits: http://www.whitespace.on.ca/
  24. 24. Behavioral Marketing's many benefits include: 1. Improved precision in targeting Picture Credits: http://www.whitespace.on.ca/
  25. 25. Behavioral Marketing's many benefits include: 1. Improved precision in targeting 2. Increased engagement Picture Credits: http://www.whitespace.on.ca/
  26. 26. Behavioral Marketing's many benefits include: 1. Improved precision in targeting 2. Increased engagement 3. Tailor-made customer experiences Picture Credits: http://www.whitespace.on.ca/
  27. 27. Behavioral Marketing's many benefits include: 1. Improved precision in targeting 2. Increased engagement 3. Tailor-made customer experiences 4. Increase in conversions Picture Credits: http://www.whitespace.on.ca/
  28. 28. Behavioral Marketing's many benefits include: 1. Improved precision in targeting 2. Increased engagement 3. Tailor-made customer experiences 4. Increase in conversions Picture Credits: http://www.whitespace.on.ca/
  29. 29. Unless marketers understand what their customers expect and seek, all marketing operations would essentially become monologues. And, an 'onliner' today does not want a monologue, especially so when he or she has become even more aware of the high degree of personalization that has now come to exist. Picture Credits: http://images.fineartamerica.com/images-medium-large/end-of-the-road-nestor-ps.jpg
  30. 30. Unless marketers understand what their customers expect and seek, all marketing operations would essentially become monologues. And, an 'onliner' today does not want a monologue, especially so when he or she has become even more aware of the high degree of personalization that has now come to exist. Simply put, a marketer today cannot continue to market without taking into account online behavior and usage patters---the crux of 'Behavioral Marketing' Picture Credits: http://images.fineartamerica.com/images-medium-large/end-of-the-road-nestor-ps.jpg
  31. 31. Curious and have questions??? Picture Credits: http://anniversaire-magique.com/
  32. 32. TALK TO US! We're happy to demonstrate how to make your MARKETING work better marketing@xerago.com
  33. 33. Please feel free to reach us at marketing@xerago.com

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