September 5, 2020

What will help get your online campaign to the right target? It's pretty basic. You just need to understand your consumers along with their likes, dislikes and what motivates them. By better understanding customers' behaviors, businesses can increase their conversion rates. One way for a business to learn is to observe consumer behaviors. Knowing why a customer may or may not do a particular action or why they might continue to repeat this action can tell you a lot about them and also a lot about how you can market to them. Four marketing experts from Ad Age Collective have been exploring the best customer behaviors to consider when developing a targeted marketing campaign. Here is what they’ve learned:

How you can get your online campaign to the right target

  1. Purchase behavior

Analyzing your customers’ purchase behavior is key. For most products, recent purchase behavior is the best predictor of future purchase behavior. Also, life stage transitions tend to help you predict those behaviors, such as going to college, having a kid, moving and marriage.- Dan Beltramo, Onclusive

  1. Consistency

Make sure the data you collect has enough scale to make right assumptions and decisions. This enables you to be ready, flexible and adapt as you might experience behavioral targeting changes based on time, location and context.- Oz Etzioni, Clinch

  1. Browsing history

Move up the funnel by using browsing history. Focus on customers' browsing history so you can message them during the other stages of the buyer's journey. This will give you a better chance of success.- Patrick Ward, Rootstrap

  1. Search terms

Looking at search terms people use can give you ideas about their goals. This can then help you create more relevant advertising copy and content on your site.- Syed Balkhi, WPBeginnerCarolina Macedo, the author, is Project Coordinator of Marketing Keys.

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September 5, 2020