Have you ever been looking online for a new pair of shoes and then go on Instagram hours later to see an ad featuring those same shoes? Spooky right?! It’s actually not as crazy as you might think. It’s just behavioral marketing!
What is it?
Businesses analyze your online behavior to determine what interests you, and then they use that info to show you personalized ads and offers. This makes the ads more relevant to you and can make you more likely to buy from that brand. For example, if you search for camping gear a lot, you might start seeing ads for tents and sleeping bags. The goal is to create a better experience for you as a customer and make you more likely to stick with that brand.
Behavioral marketing is a tool that businesses can use to understand what their customers are really into. They collect data from many different places, like tracking your website visits, checking out what you’re up to on social media, and even sending you emails. Then, they look at all that information to determine what you like to buy and what interests you. It helps them understand you better as a customer and can help them make better decisions about what products or services to offer you.
Another thing behavioral marketing does is called segmentation. This is where businesses group people based on what they’re into and what they like. This way, they can create ads and promotions that speak to those specific groups of people. For example, you wouldn’t talk about makeup to someone who’s really into video games. By segmenting people, businesses can create ads that will likely grab your attention and make you want to check them out. That means you might be more likely to become a fan of that brand!
Personalization is critical to behavioral marketing! This is where businesses use all the collected data to create ads specific to you and your liking. So instead of seeing a generic ad that doesn’t interest you, you’ll see something right up your alley. When you see an ad that speaks to you, doesn’t it make you feel like the company knows you and your interests? That’s their goal! Brands want to make you feel valued, so you’re more likely to stick with that brand. But it doesn’t just happen overnight. Behavioral marketing is all about constantly watching what people are doing and tweaking your ads to make them even better.
There are several examples of behavioral marketing in practice today. Retargeting ads are advertisements targeting consumers based on their previous online behavior. It’s almost like they follow you all around the internet, constantly reminding you to check out that website again. It helps businesses stay on your radar even if you didn’t purchase immediately.
Another example is personalized email campaigns that are based on a customer’s behavior. For instance, if a customer has recently purchased a product, they may receive an email with related product recommendations. Brands do this because it helps to increase the likelihood of repeat purchases and engagement.
Social media is the holy grail of behavioral marketing! Each platform watches what we’re doing online and uses that information to show us ads for stuff we’re likely interested in. Have you ever noticed that after you search for something on Google, your Facebook feed is suddenly full of ads for that same thing? It’s not a coincidence. Social media platforms use all the data they collect from our online behavior to show us ads tailored just for us. And it works! We’re more likely to click on an ad for something we’re interested in rather than some random thing we don’t care about. Brands know this, so they utilize social media for behavioral marketing as much as possible!
Working with experiential marketing
Behavioral marketing and experiential marketing can work together to create a more personalized and engaging customer experience. Experiential marketing is about creating immersive and memorable customer experiences, while behavioral marketing understands their online behavior to create more personalized marketing.
Together, brands can develop targeted and effective marketing strategies tailored to each customer’s unique needs and preferences. Imagine going to a live event and having this fantastic experience and then going home and getting follow-up marketing campaigns that are personalized to you. Wouldn’t that make you feel valued by the brand? This builds stronger customer relationships and creates an experience they’ll never forget. Plus, it leads to more sales and customer loyalty making it a win-win!
Lime Media can help with this. We can help you track impressions in real-time at your live experiential events. Our cutting-edge technology allows us to capture device IDs, which we can then hand over to you and your team. You can retarget those ID’s who experienced your brand later on with a highly strategic digital marketing campaign. It’s like offering your guests a thoughtful party favor when they leave your event – a lasting reminder of how cool and impressive your brand truly is. Behavioral marketing has a strong focus on customer experience. By understanding what your brand’s audience is interested in and tailoring your marketing to those interests, you’ll create a personalized and relevant experience they’ll love. When customers love something, they’ll tell their friends, which can lead to even more business through positive word-of-mouth marketing. If your brand starts focusing on customer experience with behavioral marketing, it will pay off in huge ways!