Do you find yourself ignoring the barrage of advertisements you see and hear every day? You’re not alone.
Experts estimate that the average U.S. adult is exposed to between 4,000 and 10,000 ads daily. Faced with this torrent of branding, our brains have learned to overlook commercialized messaging, except when we feel a personal connection with that message. Researchers have labeled this phenomenon “banner blindness.”
So, how can marketers overcome banner blindness and deliver relevant information to their intended audiences? One answer is behavioral marketing.
What is Behavioral Marketing?
Behavioral marketing involves organizing online audiences by actions, interests, location, and other criteria using search history, cookies, and web analytics. Segmenting users into profiles allows organizations to deliver more relevant information.
Behavioral marketing helps businesses overcome banner blindness by customizing promotions according to specific user activity instead of serving general messages to relatively unspecified groups.
Behavioral Marketing Segmentation
Building narrowly segmented audiences is an essential step in behavioral marketing. Although companies define their segments differently according to specific
marketing objectives, typical criteria include:
Geographical data that you can parse down to countries, regions, states, zip codes, or even buildings.
How often a user has invested in your brand’s products or services. Subcategories include average purchase and product/service type.
When a user visits a page or makes a purchase, including particular occasions or times of day.
Number of visits a user has made to your website and what types of content they have searched for, read, or downloaded.
No More Cookies?
Growing concerns about data privacy have caused digital publishers and advertisers — including Google — to begin phasing out third-party cookies. Meanwhile, tech companies are developing processes that will place users within common-interest groups, allowing advertisers to continue delivering engaging content to users more privately and securely than cookie tracking.
Remarketing and Retargeting
A common approach within behavioral marketing, remarketing is the process of marketing to people who have already engaged with your company. With these audiences, you can send targeted advertising related to what the audience has already experienced. These campaigns can be in the form of text, display, or video, and advertisers often deliver them in search queries or across the web. This strategy is known as retargeting.
As a result of the shift away from third-party cookies, some organizations are increasing remarketing efforts. This includes JPMorgan Chase, which is concentrating on retargeting and behavioral segmentation to provide messaging that is “more valuable, more timely, and more authentic.”
B2B Behavioral Marketing Examples
Behavioral marketing is not only effective for targeting individual consumers. Following are some techniques B2B enterprises use to successfully target potential buyers:
Sending display ads across the web to anonymized people who visited your website but did not convert on a form (remarketing/retargeting)
Creating multiple email “nurture” campaigns, depending on a lead’s unique engagement level with your website
Crafting automatic outreach emails based on a prospect’s online content downloads
Publishing ads on LinkedIn with related content for target leads who have watched a certain video
Behavioral marketing is also useful for promotions aimed at the different stages of the B2B sales funnel. You can:
increase demand generation by targeting casual website visitors with advertisements across the web;
run behavioral campaigns based on interests and actions, helping to move them from consideration to decision stage; and
send automated responses when a prospect engages your site or downloads new decision-stage content.
Challenges Involved in Behavioral Marketing
As with any potentially complicated process, there are difficulties in implementing effective, profitable behavioral marketing campaigns. These include:
Standard site search is ineffective when it lacks speed or relevancy. Additionally, without the right tools you can’t capture behavior data, which limits your ability to utilize behavioral marketing and inhibits the effectiveness of campaigns.
Despite recent advances in data privacy, there can still be difficulties in balancing personalized marketing with confidentiality. However, you can earn users’ trust by offering value in exchange for their attention. You can accomplish this by quickly answering their questions about your products or services.
Lack of resources
Many companies are lacking the skills and budgets to implement search engines that synchronize with behavioral marketing operations. This is apparent in the majority of companies that do not optimize their website’s search functions. We offer a wealth of free information about site search improvements in our blog.
SearchBox Solves These Challenges
Your website can deliver personalized experiences for customers and simultaneously collect relevant data for remarketing. You can do it at scale, and you can do it with less investment than you might think. SearchBox benefits include:
Anonymous Data: Use behavioral data to recommend the right results—and right content—to help your visitors achieve their goals… and you achieve yours.
Quality Search Results: Uncover customer insights by leading customers not just to a good answer, but to one that converts for your business.
Data-Driven Automation: Integrate SearchBox with your existing search engine to automatically drive improvements.
Clear Connection to Value: Measure your results and show improved conversions, lowered site exits and a better experience for you and your customers.