What Is Behavioural Marketing Automation?

This is the age of “interactive marketing” – a concept which identifies all brands as highly communicative with their respective customer bases and potential buyers to analyze their thought processes, needs and wants to provide them “personalized” services.

The point is everyone likes to be engaged in whatever they are doing. They want to be heard and noticed – which is why this concept has evolved into “personalization” or “marketing automation”. Today, marketers are struggling to deliver targeted and timely messages based on buyer behaviour, shopping patterns, and more.

Sending the right message at the right time to the right customer base has become a herculean task due to increased competition in the market. People have become more demanding than ever before.

Benefits both marketers and customers

With behavioural marketing, there is a chance to stand out and how:

First off, because your customers receive communication tailored to suit their tastes and preferences, you are able to create an experience that screams their name.

On the other hand, you not only gain brand loyalty with the right messaging but also gain prospect insights by tracking their behaviour.


What is marketing automation?

In simpler words, marketing automation appeals to you as it lets marketing departments and organizations to market more effectively on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.

This gives detailed data on how your customers move across platforms and allows you to predict their next move because you have all the information you need to understand their “behaviour”.

Despite words such as “personalization”, “automation” and “customer behaviour” creating quite a buzz in the industry, only 22% of customers say the average retailer understands their preferences. 21% of them revealed the communication sent by the average retailer is “usually relevant” – a study by Forrester Consulting Research states.

So, behavioural marketing automation is…

The way for marketers to use the buyer behaviour as the reason to push marketing or to interact with that person.  For instance, if a user comes on your website and spends very little time on it before leaving the page – what are you going to do?

Send the user a generic newsletter? No! You must send an email that has weaved that person’s experience on the website (because you’d know the basic details about the user, the video he or she watched, the webpages that were browsed) and offer content that is dynamic and triggered on the basis of the user behaviour.

With behavioural marketing automation, it is possible for marketers to get more things done in a better and faster manner.


How customer behaviour can be captured

Blasting a single email to a customer segment doesn’t go down well with people. Today, it is important to create actionable data about each individual customer – which is present everywhere.


1. Analyse the customer journey

Make use of analytics to measure the time a potential customer was on your website, what pages did he or she view, what links did he or she click, etc. Since you would already have the customer’s  basic details such as age and location, it will be easier for you to state that “this” is what he or she is particularly interested in.

2. Convince the user to convert

But not by blasting random, generic newsletters please. Now that you know what your potential customer is really interested in, you can bank upon that experience and offer content that is dynamic and literally speaks to the customer.

3. Don’t stop even if the customer has converted

The key is to keep sharing relevant features and resources: Set up drip emails based on a single customer action. For instance, if the customer has finally signed up for a trial of your “software”, here’s what you can do to keep the communication alive.


Start automating with Wigzo

Since no two customers are alike or have similar buying tastes or personalities – marketers must understand these “differences” and then personalize the communication to fit their expectations.

Since there are so many platforms put to use by marketers, Wigzo allows them to create personalized experiences across all customer touch points from a single, integrated digital marketing platform.

This marketing automation suite allows the marketers to forge an interactive relationship with the potential customers based on real time, bespoke communication and ultimately converting them, thus by completing the sales cycle.

Here are three elements that Wigzo makes use of:

1. Big Data to bring relevance to the customer data and empower it with predictive insights and intelligence.

2. SoLoMo (Social, Location & Mobile) to provide real-time content in the emails or push notifications for marketers.

3. Prediction technology and algorithmic merchandising to generate content based on customer’s browsing data, app behaviour, purchase behaviour and search behaviour.

Atyab Mohammad

Atyab Mohammad

Atyab is the Chief Product Officer at Wigzo. A Professional from IIT Delhi, India. He has worked for creating products for companies like Canon. You might find him singing loudly during late hours in his office, which he calls an "Idea Generation Catalyst".

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