One of the most promising ways you can use behavior marketing is to showcase product or service recommendations to users based on their browsing history, especially how they’ve interacted with your website. MarketingSherpa, for example, examined the success Postano had with retargeting. The company wanted to shorten the sales process and recapture prospective customers who were considering their competitors.
They used AdWords and banner advertising to make sure Postano reached the segment of this audience that was comparison shopping. Then they refined their audience and chose to display banner ads to a very specific group: marketing directors and CMOs in specific vertical industries, such as sports, fashion, events, and ad agencies.
According to the the case study on MarketingSherpa, “After the first 60 days of the retargeting effort, the company achieved 364% increase in click-through conversions and a 278% increase in conversion rate (measured by requested product demos).”
By feeding users products or content they are likely interested in, they will be more likely to spend extra time on the site, complete a CTA, or return later.
Behavioral marketing walks a fine line, and when it’s done right, customers appreciate your brand’s messaging and targeting efforts. However, if it feels too personal, users may have concerns about their privacy. Use the data and ad options you have available, but test campaigns in small batches first to gauge user reaction. If possible, get a test group together to hear their feedback about the experience.
The goal of behavioral marketing should be to provide the most accurate marketing messaging possible. You want users to engage with your brands. When your audience takes an action, you’ll know what to do, and your marketing efforts will be rewarded with more conversions and a better customer experience.