Читать книгу Behavioral Marketing - Nussey Bill - Страница 8

The basic reasons for thinking deeply about behavioral marketing are pretty straightforward: (1) it increases your orientation toward the customer; and (2) it requires you to think critically about the relevance and trust that each marketing interaction conveys. When we put ourselves in our customer's shoes through exercises like customer journey mapping and user-centered design, we are able to deliver personalized and relevant experiences. And when we orchestrate a great content strategy during the prepurchase process, we're building the trust necessary to close that big deal.

Furthermore, because there's an entire spectrum of how deeply you can accept behavioral marketing into your marketing practice, you can spread your improvements over time and make measured, positive change. I talk all the time with our customers about scaling change into their marketing group. Being more behavioral driven doesn't mean you have to re-engineer every marketing practice on one random Tuesday. If you're an ecommerce operation, then figure out how to improve your cart abandon offer strategy while building new browse abandon automated programs. Improve your welcome campaign, but also do some heavy-duty testing of subject lines in the sale messages that go out to your largest audiences. Dialing improvements across all your campaigns will drive very real increases in your top-line revenue numbers.

If you sell products or services directly to businesses, take an honest look at how well you work with sales. Do your nurture programs improve the recipient's understanding of the offering well enough to close more sales? Are you scoring interactions across the behavioral spectrum so you can inform a true funnel, from initial lead source all the way to conversion?

If you're like many marketing groups and have both B2C and B2B in play, then think critically about the best-of-breed tactics you could deploy across all your audiences. Some of the most successful B2B programs I've seen have the personalization and strong visuals that are a hallmark of great consumer campaigns. And one of the most important tactics for building a trusted relationship with a consumer is a prepurchase content strategy that scores and ranks recipients throughout the process – exactly like a B2B marketer executes a traditional nurture program.

The best reason to tackle behavioral marketing is that it's an incredibly scalable way to drive more revenue from your marketing efforts. You only have to make minimal changes to show strong revenue-growth potential that pays off even more as you add additional segmentation strategies and automated programs. You can bite off the concepts at almost any level and drive more sales. I'd encourage every marketer to think of behaviors as the new lens for how you look at your entire marketing effort.