Marketing offers solutions for people who need them. Identifying an audience can be difficult. Meanwhile, distributing irrelevant advertisements will result in ignored messages. According to market research company, 47% of consumers block ads GlobalWebIndexbecause they find it irrelevant.
Behavioral marketing is a way to increase the effectiveness of advertising campaigns with high accuracy. By focusing on patterns of consumer behavior, companies can align their marketing strategy with specific consumer interests and needs. This results in higher quality leads and higher revenue.
Do you want to incorporate behavioral marketing into your email marketing strategy? Campaign Monitor can help.
Behavioral targeting in marketing
is an advertising method that enables marketers to present relevant news to consumers based on their digital behavior. This type of targeting is based on consumer information such as search terms, pages viewed, buttons clicked, and other website interactions. By understanding the prospect’s online behavior, marketers can create ads that suit that user’s interests.
The goal of this approach is to serve ads to an interested audience. By tracking audience behavior, companies can develop messages that are tailored to an individual’s needs. This increases the likelihood that viewers will click the ad, visit the website, and convert.
When a visitor reaches a new website, code fragments, so-called “cookies”, are placed and saved. Over time, a collection of cookies will reveal patterns of behavior about online searches and the user’s shopping habits. After users are profiled, organizations can divide them into audiences. Companies can then develop marketing to meet the specific needs of certain groups.
If you can sell to a potential customer based on your internet activity, advertising becomes very targeted. This not only improves sales, but also makes for a more positive customer experience. Behavioral targeting enables companies to deliver valuable information with better timing. You can use a triggered template to send automatic messages when your subscribers take a specific action. This marketing method minimizes the likelihood of irrelevant ads and increases the performance of advertising campaigns.
Advantages of behavioral targeting
Behavioral targeting is a reliable marketing technique that offers several tangible benefits. Campaigns developed with user behavior data benefit businesses and visitors alike. Here are some of the benefits of behavioral advertising.
Create a better user experience
By collecting behavioral information about your target audience, you can create a personalized experience for your potential customers. When asked, 81% of consumers said they want brands to get to know them and understand when to approach them. Behavioral targeting does this.
Personalized experiences help people find the information they are looking for more efficiently. You will have a more positive advertising experience. Consumers can also keep up with new products and stay informed about the brands that interest them. It all translates into a better user experience, builds trust in your brand, and keeps people coming back for future transactions.
More user intervention
Untargeted ads may be irrelevant. This reduces the willingness of users to engage with your brand. Behavioral tracking enables marketers to contact an audience that has a tendency to connect with certain materials. This way you can develop ads that target your market. If your target audience values your information, they are more likely to click through and see your offers.
Research shows that behavioral ads converted 6.8% compared to non-targeted ads at 2.8%. With successful click-through ads, viewers can be directed to a company’s website and learn more about their products and services. Once visitors arrive, the company can offer valuable content that can be found elsewhere on the website. This increases clicks, engages the user, and increases sales.
Traditional advertising can cast a wide net without getting many results. There are thousands of companies vying for the same audience. Without a highly focused campaign, your business is likely to be lost in a sea of competitors. With behavioral targeting, you can stand out from the crowd and reach people who are interested in your products.
Higher conversion rates
The ultimate goal of any website is to get high conversion rates. All of your digital marketing efforts are aimed at converting website visitors into paying customers.
The conversion rates are not limited to sales. This includes completed contact forms, calls and requests for information. Conversions are any actions that take you closer to closing a sale.
With behavioral targeting, you can reach people who are more advanced in their decision-making process. It also helps you keep track of the metrics that customers leave behind. With this information, you can decide how to most effectively reach them. The more engaging and relevant your ads are, the more likely it is that your target audience will convert.
All companies strive for a high return on investment (ROI). If the ROI is low, you are likely spending more money than you are bringing in. Behavioral targeting affects your ROI because the more you involve your target audience, the more their clicks will convert into sales. This corresponds to a profit.
Additionally, spending money on ads that reach the wrong people is a waste of resources. With targeted campaigns that you can create through behavioral targeting, you can reach the right people the first time.
5 ways to use behavioral targeting in marketing
Behavioral targeting allows you to develop relevant ads and reach a specific audience. There are several ways that behavioral targeting can improve your marketing strategy. These five tactics show real-life examples of how you can incorporate behavioral targeting into your next email campaign.
1. Email retargeting increases sales.
Leaving the shopping cart is a common problem for online retailers. Actually, a whopping 70% of online visitors will exit their shopping cart before making a sale.
You can track these people with email retargeting. You can encourage them to visit your website again and buy the item, and you can even provide an incentive to entice them further.
When visitors leave items in a shopping cart, fashion design house Kate Spade New York sends this email to subscribers:
Source: Campaign Monitor
The yellow header field catches the reader’s attention. A picture of the product remaining in the cart reminds the buyer what they were interested in and encourages them to reconsider the purchase.
2. Improve the customer experience through targeted marketing.
As mentioned earlier, personalized emails get better results. Behavioral targeting lets you send messages that your audience wants to receive. The Swiss company On aligns its target group according to location, product usage, purchase history and content preferences.
Source: Campaign Monitor
As soon as a transaction takes place, On receives further information about its users. They use details like run route and runner type to send customers timely messages. These emails offer targeted discounts and friendly reminders of when readers should make future purchases. On segments, users are also sorted by billing country. They use this information to write messages in the subscribers’ native language.
3. Increase sales with product proposals.
By personalizing advertising campaigns, you can focus on the buyers individually. That way, you can send product recommendations that will increase sales. JD Sports sent customized product suggestions to generate more sales, with recommendations based on previous user preferences. Her company earned these emails a 10% boost in exchange rates. They also saw increases in sales and ROI as a direct result of personalized product recommendations.
Source: Campaign Monitor
4. Create upsell opportunities.
In addition to product suggestions, companies can use behavioral marketing to create upsell opportunities. Knowing what is driving your audience to engage with your brand is extremely useful. For example, Spotify tracks the music its users enjoy and the frequency with which users listen. So they can create advertising campaigns to sell event tickets and drive traffic to their mobile app.
5. Provide tailored offers.
Use behavioral marketing to create special offers for your audience. Understanding purchase history and interests can help you develop targeted discounts that offer value. This strengthens customer loyalty and increases sales. Fab realized that subscribers were exploring a specific product on their website. They used this knowledge to create a special discount and sent the offer to those people who then got a personalized experience.
Behavioral targeting is an effective way to improve your marketing strategy. You can learn more about your audience in a simple, four-step process. This knowledge will help you develop a targeted campaign that will:
- Create a better user experience.
- Encourage more user engagement.
- Get higher conversion rates.
- Increase your ROI.
Behavioral marketing can be used for email retargeting to counteract cart abandonment. This can help improve the customer experience. Product suggestions help increase sales. It offers upsell opportunities and allows you to send out tailored discounts to encourage customer loyalty. A marketing campaign that uses behavioral targeting is sure to generate more quality leads and increase your company’s sales.
Contact our sales team for more information on how to incorporate behavioral targeting into your email marketing campaign.
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