Move over newspaper flyer, there’s a new marketing game in town. Behavioral marketing is now helping more traditional industries – like auto, grocery, and cinema – engage in one-to-one customer relationships. Unlike broadcast marketing, where advertisers send the same message to everyone, behavioral marketing takes online information and uses it to tailor a message to a particular user.
Getting to Know You
Behavioral marketing leverages web analytics, computer applications and cookies, browsing and search history, IP addresses, and more, to create user profiles of individual consumers. Traditional companies are capturing these consumer actions in order to deliver meaningful messaging, in the moment.
The timing couldn’t be better. Studies show that consumers are willing to shop more with retailers who recognize them and can provide appropriate recommendations based on their unique needs. According to a recent report from Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history.
In a study by InfoSys, 59% of shoppers who have experienced personalization believe it has a noticeable influence on purchasing. The majority (58%) were also in favor of product recommendations based on previous purchases.
Marketers too are seeing a difference. July 2016 research from Forrester Consulting, emphasized the growing importance of personalization in the emerging content marketing discipline. When a group of senior marketing executives from the US and Europe were asked about their approach to personalized marketing, 67% said they used behavior-based data to develop content based insights and emotions.
Traditional Industries Get Personal
Selligent client Ocado.com is one of Britain’s leading online grocery retailers, delivering to over 70% of the UK population. The company will soon launch personalized shopper programs using customers’ online behaviors. Web content and experiences will be personalized around specific interests such as purchase history and grocery preferences. Website data will also be used to customize messaging across other digital channels.
Cinema maven ODEON Group, another Selligent client, created a 360° profile of consumers visiting one of the group’s 244 cinemas. Analysis of this data allows cinema group’s guest engagement specialists to execute marketing campaigns in a flexible, targeted, and customer-focused manner. As a result, ODEON now engages guests with more relevant messaging – across channels – to increase the frequency of their visits and build overall loyalty.
Behavioral marketing is a game changer for traditional industries. It strengthens consumer engagement by delivering meaningful omnichannel communications across mobile, social, and email.
How are you transforming your marketing programs with behavioral targeting?