[With Free Takeaway – 17 Techniques to Analyse Customer Behaviour Across Marketing Life-Stages]
A successful digital marketing campaign is one that moves and inspires, striking a chord with the brand’s target audience. But having the power to reach out and touch customers in this way is not an easy feat!
An effective way to building such campaigns that resonate deeply with your audience lies in understanding your customers to uncover the fundamental truth about them – who are your customers and what do they need?
Customers Want Brands to Understand Their Emotions and Demonstrate Empathy
The insights that spark the most creative marketing ideas begin with your customer.
According to a Salesforce survey, 68% of consumers expect brands to understand their needs and expectations, yet 63% of respondents said that they are generally treated like numbers.
Thus, it’s imperative for brands to understand customer behaviour in order to show empathy. And, one of the best ways to do this is to design customer playbooks with a comprehensive list of actions for each type of behaviour and run campaigns in alignment with the playbooks.
This way you can map the needs of your customer across the entire marketing lifecycle and create campaigns to meet those needs. Tieing your company’s desired outcomes to your customer’s desired outcomes enables you to create win-win marketing campaigns.
How Dissecting Customer Behaviour Generates Campaign Success?
Several top brands including the likes of Google, Amazon and more are using customer behavioural insights to build effective marketing campaigns and strategies to render an exceptional customer experience. Here’s how, planning campaigns based on customer behaviour generates campaign success:
1. Deliver Personalized Customer Experience
58% of customers switched companies due to poor personalization. That’s why it’s essential to have a complete understanding of the customers’ preferences and tendencies in order to personalize the content that’s unique to the customer.
2. Staying Connected to Customers
The modern customer lifecycle journey is incredibly complex as the path to the final purchase involves multiple touch points across different channels over an extended period. Staying connected to customers through the buying journey is crucial to the success of the overall marketing strategy.
3. Drive Customer Growth and Expansion
Using customer behavioural data can enable increased growth in the following ways:
- Cloning high-value customers by targeting customers that exhibit similar behaviour as the most profitable ones
- Focus more resources on potential customers or prospects that are more likely to purchase
- Optimize the path to purchase by aligning your messaging with customers’ important decision drivers
4. Increase Customer Retention
While it’s important to attract new customers, it’s just as important to retain them. The majority of customers expect special recognition when they are a good customer. Thus, if you don’t acknowledge them they may start to look elsewhere. This is where customer behavioural analysis helps to reduce customer churn by identifying good and bad customer traits.
The Best Campaigns Begin with Customer Behavioural Insights
Customers today are swamped with ads as high as 6000 to 10,000 ads every single day. To cut through the clutter, it’s essential to distinguish your brand’s offerings and create compelling ad campaigns that appeal to your audience.
By looking into customer personas and the forces behind customer buying behaviour, companies can craft captivating ad campaigns that match your customers’ needs and expectations.
Prior to making decisions based on your gut instincts; watch and analyze your customers – listen to them and build a relationship – before your competitors do!
While It is true that the first mover has a degree of advantage, that doesn’t mean you have to compromise quality to launch campaigns quickly and act within accelerated schedules. You can still execute flawless campaigns based on customer behaviour with a low turnaround time using automated AI based marketing automation and campaign management solutions.
These data-driven platforms will help you dissect customer behaviour based on micro-segmentation techniques and craft context-relevant campaigns that maximize relevance and delivers steep response rates.
So, what strategies do you incorporate to plan your marketing campaigns? Do you plan your campaigns after careful analysis of customer behaviour or create them on the fly as a result of business pressure to act fast? We’d love to hear your thoughts. Do write to us at marketingfolks@xerago.com to share your views.
Know more in detail about the essential reasons why you should plan campaigns based on customer behaviour in out next article…Coming Soon…
