How people behave online is of interest to marketers because a brand’s understanding of its audience is key to informing how and where to communicate with customers.
Understanding the behaviour of customers allows brands to understand how best to communicate with them. Some will prefer email, others social media. Different types of people will be more likely to be found on certain websites.
Of course, we’re not talking in absolutes here – rather, it’s all about propensity. Accurate propensity which can lead to reliable predictions.
Behaviour shows where people are and when they are there. Certain types of people may have a propensity to visit a certain type of website or shop at a particular genre or type of ecommerce store. Likewise, people who buy a certain type of car or earn a certain wage may be more likely to go on holiday to a certain place.
An individual’s propensity to behave in a certain way depending on their history and circumstance is an important factor for marketers. Based on what certain people are more likely to do, brands can anticipate behaviour and maximise marketing efforts.
However, all of this depends on having a thorough and accurate understanding of customer segments and knowledge of who the customers are in order to focus the right marketing on the right people.
The right online analytics and the right tools
Fortunately, due to the sophisticated segmentation tools, consumer analysis processes and online intelligence platforms that are now available, it’s possible to categorise individuals into groups based on location, financial situation and behaviour (check out our Art of Customer Profile white paper for more).
Using these advanced techniques it’s a straightforward step to highlight customers’ propensity to behave in certain ways which can then inform marketing strategies.
It’s all about the customer experience
Customer experience is crucial in modern marketing and understanding more about customers’ wants, needs and desires is critical in order to provide the service most suited to them.
Good customer experience fosters brand loyalty, retention and advocacy. Providing the modern customer, who is extremely demanding, with the best possible experience should be one of the main aims of every brand’s marketing strategy.
This is why it’s important to have the most up to date data and know who your customers are and how they behave across channels. Brands need to ensure segmentation and analysis tools for online and offline are sophisticated enough to keep abreast of changes and trends and need to use these tools to inform marketing strategies in order to make marketing as effective and efficient as possible.
Do you have a thorough understanding of your audience? Read this blog post for more.
Experian Marketing Services is the leading global provider of consumer insights, targeting, data quality and cross-channel marketing. We help organisations intelligently interact with today’s empowered and hyper-connected consumers.
By helping marketers identify best customers, find more , and then coordinate seamless and intelligent interactions across the most appropriate channels, Experian Marketing Services can deepen customer loyalty, strengthen brand advocacy and maximise profits.