Targeting consumers based on their preferences and behavior holds the promise of turning marketers into living room psychologists. Do it right, can you give people exactly what they want, precisely when they need it. And as devices and data proliferate, smart marketing segmentation and behavioral targeting take on many forms. Here are 13 ways brands and marketers can use behavioral targeting and segmentation to create smarter, more profitable marketing campaigns, with examples and data to back them up.
Sell more (or sell more) with remarketing.
Perhaps the most basic form of behavioral targeting is remarketing, which allows marketers to leverage past consumer behavior on your site. In fact, Natalie Lesyk, marketing manager at Ning.com, called remarketing “the heart and best instrument” of behavioral cell phone number list marketing. You can create a remarketing audience tailored to specific behaviors, then use remarketing ads to show users exactly what they've seen on your site or related popular products that other shoppers have also purchased.
This is the strategy used by Simon Thalmann, head of digital marketing at Kellogg Community College. The college targets users who have visited specific pages of its website with specific advertisements related to what they viewed. “So, for example, if a user visits our registration page, they may later see registration-related messages in advertisements served on various websites, apps, or social networks they visit,” did he declare. Dell is another good example. In one case study, the brand said its website had a lot of visitors, but many left without buying anything. As a result, he wanted to know which products each visitor was interested in so he could deliver appropriate messages to those specific consumers and encourage sales.
Dell analyzed visit history and created remarketing ads showing the products customers viewed, searched for, or placed in their shopping cart. Dell said the result was higher click-through rates, conversion rates and ROI, including online ads with a 70% higher CTR and tripled conversion rate.
Serve segmented content based on revenue.
And then there's the case of travel site Orbitz, which reportedly answered its search results based on whether consumers used Macs or PCs. The bad news for Mac users is that Orbitz was serving them more expensive hotels - following a study that showed Mac users spend up to 30% more on travel and are 40% more likely to book better rated hotels! (Presumably, since Macs cost more than PCs, their user base is more affluent.)
A representative from Orbitz confirmed the experiment, saying it didn't show different prices for the same rooms and users could still sort hotels by price to see lower-cost options. A Wall Street Journal experiment determined that hotel rooms were about 11% more expensive on the first page of results for Mac users, but it's unclear whether this decision generated revenue for Orbitz and whether this strategy segmentation is still in practice.