Tailoring communications with digital behavior and marketing automation

Behavioral data can be used to reengage prospects and customers, increase brand familiarity and drive conversions. Companies can target and customize messaging to increase the likelihood of users returning and reengaging by applying customer data to increase relevancy. Customer behaviors can be tracked through marketing automation and can be leveraged to meet a number of goals.

Applying web behavior for relevancy
Companies can leverage behavioral marketing techniques to create outbound email campaigns which improve customer loyalty and encourage repurchasing. Marketing campaigns can be tailored based on a number of different web behaviors. One of the platforms we utilize allows us to understand content that has been downloaded and all subsequent pages that are viewed by the same user. Examples of messaging that can generally be easily applied based on this type of behavior to tailor outbound communications, such as email, include:

• Information that overcomes barriers and supports the path to purchase
• Tips on considerations in the decision-making process
• Case studies or examples of solutions offered
• Discounts or special offers regarding products and services the user has indicated an interest in through web behavior and page viewing
• Steps to complete an abandoned enrollment or application process
• Reminders that offers are expiring or product availability is limited
• Other related informational messaging based on content the user has viewed

For example, let’s pretend you’re marketing financial services, and a user has downloaded a guide on “considerations for applying for an auto loan” or “should you get an auto loan through your dealer or lender.” Later, that same user returns and is viewing current interest rates for auto loans. The next step in communications could be sending them educational content on how influences are fluctuating interest rates with a call-to-action explaining why to apply now.

The timing of outbound communications is essential to the effectiveness of an outbound marketing campaign. One of the key benefits of behavioral-based marketing is that it can be triggered based on customer actions (such as a failed conversion), tailored based on the last page(s) viewed and then prompted again at regular intervals as a call-to-action reminder. Regardless, the initial communications touch point should be triggered soon after the initial behavior. Timeliness is critical to consider when the behavior is still top of mind.

Increasing user revisits efficiently through marketing automation

For years marketers have dreamt of one-to-one marketing. While we aren’t completely there today, however marketing automation can ensure communications are very tailored and much more relevant. This relevancy comes at a much lower investment than the type of versioning done in the past. Marketing automation can be used to capture viewing, downloading, abandonment and other behavioral information. This behavioral information can be analyzed and essentially behavioral segments can be identified based on certain behavioral paths. Templates can be established based on these different scenarios. These templates can be used to trigger outbound messaging.

This level of marketing automation ensures behavioral marketing can be done in a scalable and efficient way; with less time investment required to continually drive ongoing engagement. Marketing automation can also be used for on-the-fly customization of content, to create more effective outbound messages. According to Gigya, 75% of consumers prefer doing business with brands that personalize content based on their personal information.

Generating user-oriented content

Outbound messaging isn't the only opportunity for a behavioral marketing campaign. Web experiences can be personalized based on a customer's prior behavior. Behavioral data can be used to inform content and digital marketing strategies on an aggregate level as well as influence the strategy on an individual level. On an aggregate level, behavior data can be used to understand what content users find most relevant as well as terminology and wording that generates engagement and action.

The most common use for user behavior analytics is to improve the overall function of a site and the high-level direction of a digital marketing effort or content marketing campaign. Companies often collect large amounts of data regarding user visits, engagement and conversions. Businesses can then mine this information for the content that is proving to be most useful and persuasive to its audience. Once this data has been analyzed, changes can be made to content and form to achieve a better customer relationship.

When married with outbound marketing content, a tailored digital experience can be extremely impactful. Customers will have a seamless relationship with the business through both inbound and outbound marketing, driving conversion rates, customer trust and brand loyalty.

When customer behavior is leveraged for inbound and outbound marketing messaging and campaigns, it builds the customer relationship and facilitates better engagement. Content personalization driven by behavior will improve the user experience and build trust throughout a company's media and messaging, and can be used to identify critical areas in which customer interaction can improve engagement and even recapture customers who have already disengaged. Even better, personalized digital marketing and behavioral triggers can be facilitated by marketing automation, creating an efficient system to drive customer relationships.