Whether we like it or not, our different backgrounds, habits, and emotions have a significant impact on how we behave.
Many individuals are compelled to repeat the same actions on a daily basis by their daily routines. If you enjoy drinking tea, for instance, you are aware of the necessity and driving force behind this morning routine. As marketers, we want to identify the figurative daily drinkers and differentiate them from occasional consumers.
The goal of behavioural segmentation is to better target marketing efforts by matching these behavioural patterns with a particular message rather than just recognising that people have distinct habits.
In today’s article, the fundamentals of behaviour segmentation in your mobile marketing will be highlighted
What is behavioural segmentation?
Using behavioural segmentation, the market is divided into smaller segments according to consumer preferences, needs, and requirements. Customers with similar purchase patterns can be grouped together to create a group that can be accurately targeted.
Creating customer segments makes it simpler to interact with your eCommerce customers’ needs, resulting in better individualized service and improved conversion rates.
Different types of Behaviour Segmentation with examples
Purchase behaviour
As a marketer, you should gather, research, and evaluate customer data to determine what motivates people to make purchases. What elements influence consumers’ decision-making? The landing page, conversion rate, clicks, and engagements should all be studied.
After gathering data, you should segment the data based on characteristics that are common to each group. Similar to different email list groups, each group should receive a unique message.
Example
The largest eCommerce company in the world, Amazon, tracks customer clicks, choices, and purchases. However, Amazon shows customers the products relevant to their purchasing history, clicks, and pattern of choices when they returned to the store the following time.
If you read one detective novel, for instance. Due to the software’s analysis of the pattern, Amazon would display a list of more detective novels.
Customer loyalty
Who are your most loyal customers?
Customers that are most loyal to your brand are also your most valued ones because they interact with it frequently. As follows
- Cheaper to retain
- have the highest lifetime value for customers
- Are your top brand advocates building brand equity?
Once you’ve drawn attention to them, you need to consider how to make the most of their value and attract other customers who share their preferences. The customer relationship can be strengthened by retaining them with specific privileges and rewards thanks to behavioural segmentation, which provides deeper insights into their demands.
Example
The largest social media platform in the world, Facebook, uses the same technique for its advertising tool to recognise loyal customers. whenever you “like,” “comment,” and “share” a particular kind of post or video. The software would recognise a pattern and show comparable posts and videos.
If you use the Facebook advertisement tool, you may choose to advertise to the same individuals who are watching and responding to your posts and videos.
Benefits sought
What sort of advantage does a customer actually want when they decide to buy something?
When choosing a product, consumers give one benefit a higher priority than another.
The best illustration of it is email marketing. Customers who are familiar with your brand would check your email right away and reply as appropriate. If you are providing what people want, they will act right away by making a purchase, enrolling in a course, or booking a flight.
Occasional or timing based
Which special occasion do customers purchase for?
These include both public and private occasions
- Universal occasions: The majority of consumers are inclined to make specific, seasonal purchases around times like Thanksgiving, Halloween, and holidays.
- Recurring personal events include birthdays, anniversaries, vacations, as well as daily expenditures like coffee or newspapers.
- Rare personal occasions: Examples include weddings, baby showers, and college graduations. These are challenging to forecast.
Conclusion
You must have discovered after attentively reading the entire article that behavioural segmentation entails splitting the market into smaller rather than larger divisions. If you do that, your conversion rate will increase and your brand will save money on resources. Marketing research would cost you little, but the information gathered would be useful in a variety of ways.
So, if you want to fully benefit from customer segmentation, it would be preferable for you to enlist the help of a professional digital marketing agency. If you’re searching for one, you’ve come to the right place. The best digital marketing agency in Delhi NCR, and Gurgaon is Stellar Digital. We have a quality team of digital marketers who can assist you with your project. Simply email Contact@stellardigital.in to reach us.
