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  • Ranu Kumari

Behavioural Marketing and Strategies Used Frequently

Updated: Aug 17


Gone are the days when organizations would directly communicate with their customers through various media to promote their products and services. This became so prevalent that it faced flak from people and there were regulations that allowed people to opt out. They realized that instead of taking control of people’s behavior it’d be fruitful if they let people take control of their emotions and impart the same to them. This led the consumers to align their strategy accordingly. This is how behavioral marketing and strategies used are changing the world of marketing.

What is Behavioral Marketing?

Behavioral Marketing takes into account all the online information- web analytics, browsing and search history, IPs and cookies to create a conclusive profile for the consumer. This is then used to tailor marketing messages accordingly. Behavioral marketing is more of passive-active marketing as opposed to direct marketing which is an all active marketing.

The strategy is to make the deals and offers more consumer-specific by reading what products do they browse more often or the pages they’ve been visiting frequently.

We have listed some of the best strategies for effective Behavioral marketing. These strategies, further, have proven to be effective when used together or single-handedly.

1. Retargeting

Retargeting takes into consideration the pages viewed by a user only to show it to them again. It converts window-shoppers into buyers. A JavaScript tag is placed in the footer of the website to anonymously retarget cookies in the browsers of all those who visited the website. These potential buyers see the retargeted ads while they are visiting other sites. This leverages the information about heat kind of audience do we retarget and what kind of offers should be presented to them.

Facebook has retargeting options and here is the step by step guide on how to do this and further how to get your pixel code. Google also offers the same option and here are the steps for the same.

Example:

This Ad from Expedia gives last minute offers that easily engage the customer to act. This works on the Fear of Missing Out strategy and also, Expedia is known for using its irresistible deals for retargeting ads. Retargeting is all about knowing what the user might be interested in through the ages they visit and turning them into buyers.

2. Behavioral E-mail Targeting Behavioral E-mail Marketing does not use the pages visited by the users but uses information like whether the user is subscribed or has added an article in their cart etc. This is based on the actions taken by the users of the site where they are in a way involved with it, not wholly though. Behavioral email messages entail transactional outreach like welcome messages, receipts, shipping confirmations, account statements, as dictated by the customer.

Example:

A behavioral email targeting is done by Adidas where they send you an order update when the item is back in stock. You can then choose to continue shopping or browsing rather than keep you waiting forever. This email notification only updates you if the item is found within two weeks.

E-mail targeting is a common practice and includes include messages concerned with

  • Items left in cart

  • What is being missed by the user on the website

  • What’s new

  • Letting the customer know what they they’ve been looking for is here

  • Getting started emails

3. Demographic Targeting This type of targeting is very common and looks into the demography of the user such as gender, age range, education level, geographic location, race and other characters in order to paint a picture of a user based on their browsing habits. You’d be surprised to know that websites can reveal a lot about you even on a physical level.

Example: The ad campaign and launch of Tata Nano that targeted people who could not even dream of buying a car. Tata offered Nano at an unlikely price for the first few customers. Now, this is an example of behaviorally targeting right people with right offers. This particular ad by Tata Nano targeted youngsters who enjoy their weekend rides. The targeted audience is the youngsters and looking into their behavioral aspect the ad has been made.

4. Suggested Selling

Suggested selling is also as common as demographic targeting. The strategy is to suggest additional or better products based on what you have already bought. The best example of this kind of targeting would be that of Amazon’s strategy to suggest what was more often bought together with the item you’re purchasing.

Common examples of suggested selling are up-selling and cross-selling. For example, McDonald's does cross-sell by inducing the customers to buy a different product and up-selling is inducing them to buy other add-ons or upgrades.Done by many websites, suggested selling sure brings in trends with it. Like Domino’s said that their pizza tastes best with coke, it certainly has become a necessity to have Pizza and coke together.

Behavioral marketing gets interesting as it works on existing shreds of evidence. From re-targeting by recording the behavior of the user to suggested selling where you induce customers to do certain actions for higher profits, behavioral marketing is mainly about reading the behavior of users through various tools that are easily available and following few simple steps. Now that you know so much about behavioral marketing and the basic concept/strategy behind it, you can try it out all by yourself!

#behaviouralmarketing

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