10 Signs Your Behavioural Marketing Strategy is Failing
Behavioural marketing is slowly but surely becoming an integral strategy for many businesses, offering a number of advantages that range from increased conversion to optimised campaigns. Despite the obvious advantages of behaviour marketing, there is still a huge demand for a more targeted approach to marketing. A 2015 Email Marketing Census done by Adestra and eConsultancy that interviewed over 1000 marketers noted that a fifth of respondents were implementing behavioural email marketing based on web activity. Only 39% of respondents planned to use behavioural email targeting. While 79% of respondents were using basic segmentation for their email campaigns, only a small percentage of the group were considering deeper strategies based on behavioural targeting.
It’s often assumed that behaviour marketing is just another form of targeted marketing that does not warrant much thought or effort. In fact, behavioural marketing is a highly integrated approach that uses a variety of variables that include website analytics, applications, cookies, browsing and search data, IP addresses and other consumer behaviour to deliver targeted messages that have far more chance of converting than non-tailored messages. This is because content and ads that are displayed are more likely to appeal to the audience’s interests, location and demographics.
Top Signs Your Behavioural Marketing Strategy is Broken
If you are not seeing an increased conversion rate after implementing a behavioural marketing strategy, it may be time to take a deeper look at whether your strategy is truly performing. Some of the things that your behavioural strategy should avoid include the following:
- Inaccuracies in your data. According to eConsultancy, 22% of data relating to contacts, leads, and customers is riddled with inaccuracies. Even more worrying, this is an increase from the pervious year’s results, which showed an inaccuracy level of 17%. The backbone of any behavioural strategy is correct data. Accurate data is used not only for targeting, but also for many other aspects of your marketing strategies as well. Bad data can greatly affect your understanding of triggers, preferences and other crucial segment behaviour. It can also increase your odds of failing to hit the mark, leaving all of your campaigns to fail.
- Broad catch-all approach. Trying to understand and target multiple large groups at the same time is a recipe for confusion and disaster. Because segmentation needs to be extremely precise, it is better to aim for realistically sized groups that can easily be monitored and targeted. Even worse than trying to target overly large groups is taking a complete catch-all approach that does not leave room for any unique behaviours, however. Our mini guide to market segmentation will give you an intro to segments – we suggest doing further research to learn how to create the ideal groups.
- Overly small segments. On a similar note, reducing your segments into groups that are far too niche, too small or too impractical is also not going to help you get the most from behaviour marketing. Make sure that your groups are realistically sized, with behaviours that can easily be tracked. This will prevent you from losing out on potential leads that might otherwise escape.
- Poorly segmented lists. Likewise, not segmenting your audience groups properly is also a big mistake. Behaviours should relate directly to your audience and your business. For example, people who have bought your products and those who have not; people who shop online and those who shop at brick and mortar stores; those who follow your social channels and those who only use email. You can also use demographic factors.
- Forgetting psychographics. An area that is often underlooked is psychographics, which relates to your audience’s lifestyle, attitudes, values, beliefs and views. While these are not as qualifiable as demographics and other behaviours, it can be valuable to provide a deeper level of targeting.
- Not using triggers effectively. Knowing and understanding triggers is very important. That Email Census we mentioned also also gives some insight into the triggers most commonly used for marketing automation. Subscriptions were used by 65% of respondents as triggers, while website visits make for 59%. Less commonly, shopping card abandonment made up 37%, and content engagement accounted for 28%.
- Not personalising your content accordingly. Once you have segmented your list and determined your triggers, it is key to ensure that you produce personalised offers that are designed with each separate group in mind. Personalisation of emails and other content is highly essential, resulting in a greater level of engagement, which in turn relates to higher conversion rates.
- Using too much information from your audience. Having relevant ads and content from a little bit of information that companies know about us is one thing. Having companies know far too much about audiences is a somewhat more nerve-wracking situation however. It can put prospective leads off greatly if ads and content used too much information from audiences. Data that should approached with caution includes deeply personal information or anything that could make your audience feel uncomfortable or upset.
- Poorly optimised landing page. The final step that can make or break conversion is where your groups end up after clicking through from an ad or email. Landing pages are designed to seal the deal. A badly designed or poorly optimised page can make all your efforts seem like a waste of time and money if it cannot encourage conversion. It can take just a few seconds for someone to decide whether to stay or leave once arriving on this page. If you have done everything else right, but still don’t results, it could be that your landing pages are not converting like they should.
- Ignoring split tests. Last, but certainly not least, split testing is a must-do. It is impossible to fully predict the behaviour of your audience. Without A/B testing, you are taking a wild guess that has not been verified. Testing is a constant part of marketing, helping you to refine your strategies consistently. Without testing, you may find it a lot easier to make mistakes. Or, you may be taking a shot in the dark that limits your chances of success.
The most effective way to get the most from your behavioural marketing strategies is to invest in a high quality marketing automation tool. At Grapevine Interactive, we help businesses automate large-scale communication to customers via any mobile channel, from email to SMS and USSD. Tools within this software range form real-time marketer-friendly segmentation to A/B testing, landing page optimisation and plenty more besides. Contact us today to book a free assessment, or to learn more about our unique approach to behavioural marketing and a