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The Benefit of Automated Behavioral Segmentation: Personalization in Real Time

Behavioral segmentation categorizes prospects in different groups based on their actions or engagement patterns. By adding automation, marketers can adapt the visitor’s experience in real time, to help guide their sales journey and ultimately achieve the desired conversion or outcome.

The Basics of Behavioral Segmentation

The concept of behavioral segmentation in marketing divides a demographic based on behavior. In other words, the way the population responds to, uses or knows of a product determines their categorization. In Marketing Management studies, consumer behavior is a subject analyzed in depth over time, mainly because there are several factors a consumer takes into consideration prior to making a decision. This consumer decision-making is ultimately affected by his or her behavior, and that is precisely how the behavioral segments are targeted.
Behavioral market segmentation groups consumers based on specific behavioral patterns they exhibit when making purchasing decisions.

Grouping patterns may include such behaviors as:

  • Status or Readiness – where are they in their journey? Potential, first-time, regular or ex-users of the product or service
  • Lifestyle – what offers or products do visitors show interest in
  • Usage – what level of usage is happening? i.e. ‘Casual’ vs ‘Power’ users
  • Desired Benefits – what features or product highlights do they spend time viewing

The Automation Factor

In modern marketing, automation utilizes dynamic content to personalize websites and pop-ups or overlays. Personalization improves relevancy, is more engaging and, ultimately, more likely to achieve results. Automating behavioral segmentation builds individualized experiences for users across channels, including websites, content feeds, email communications and user interfaces.
Marketing automation solutions, such as ActiveDEMAND, are becoming increasingly popular, and this results directly from brand-new possibilities in communication with both current and potential clients. Marketers achieve the best results by combining segmentation and taking advantage of the knowledge about clients through real-time automation of communications.

Make It Personal

Updating your site with new content isn’t enough to successfully drive web sales. You must create dynamic web experiences that quickly encourage customers to convert. Personalizing the content makes this a reality. By creating a dynamic web experience by way of personalized content, you quickly move customers through to conversion, which dramatically shortens the sales cycle. Furthermore, when you provide a personalized experience, visitors remain on your website longer, download more offers, and ultimately purchase more products.
You can thank the social media revolution for the change in the way we use and experience the Internet. Indeed, it’s now more about the user, user engagement, and user-driven content. Adding dynamic website blocks opens new opportunities by analyzing consumer behaviors and rebuilding the site content in real time.

With dynamic website blocks, personalized in real time:

  • Reflect a consumer’s true interests
  • Maximize engagement, brand preference, loyalty and sales by delivering highly personalized experiences that customize your site to each visitor based on current and past behaviors
  • Increase online conversions with real time recommendations based on rich web behavioral data

The Bottom Line

When a visitor lands on a site, provide personalized content about their desired entity of the brand. Content should be updated each time they return to the site to encourage movement down the sales funnel, without being turned off or distracted by information they simply don’t need.

About the Author:

Eric Murphy
Eric Murphy is the Digital Marketing Manager at ActiveDEMAND. He is responsible for driving the marketing strategy for the ActiveDEMAND integrated marketing platform. He has a strong background in online marketing, communications and working closely with sales teams. For many years Eric was an evangelist and marketer for the industrial communications community through guest articles, maintaining industry blogs and speaking at conferences and other events.