Understand your customer
One of the foundations of Customer Relationship Management is understanding your potential customer. Behavioral marketing allows you to strengthen this relationship. You want to facilitate customers with CRM, and you can only do that better if you know what to help them with and when. Better customer experiences and increased sales are the intended result.
In the end, behavioral marketing is ‘just another’ term, one that very specifically designates a particular component of marketing. When you have a clear vision of CRM and employ CRM to sincerely develop a better understanding of customers, you’re likely already implementing many things that fall under the heading of behavioral marketing.
If you’d like to examine behavioral marketing more closely, you’d do well to determine which activities are already being undertaken in this area. Where do you stand, and where do you want to go? Your organization probably already has in place many kinds of links between CRM, social media and marketing automation, all aimed at visualizing the behavior of the target group. In that case, your organization is already heavily engaged in behavioral marketing. But now that you’re looking closely, you might find things you’re already doing which you could be doing better.
Behavioral marketing is a form of data-driven marketing. You want to use (big) data to gain insight into the behavior of (potential) customers. But big data concerns truly vast amounts of data, and analyzing that data is a profession in its own right. The next step in making your behavioral marketing, data-driven marketing, or marketing in general a success is to train or hire a dedicated data analyst.
Long live the CRM system!
The tricky thing about behavioral marketing is that you basically want an analysis, a customer profile, for every individual. Every person is different, and if you want to serve everyone in a tailored way, it’s also necessary to see everyone as an individual. Long live the CRM system that’s specifically geared toward facilitating behavioral marketing. The CRM system that’s focused on the individual, while also enabling you to assemble individuals into groups using filters. For example, to invite everyone who downloaded a particular white paper to a round-table session. Or to invite customers who all asked more or less the same question about a particular product to a product workshop. Useful for, e.g., suppliers of kitchen appliances who provide cooking workshops. You arrange the right technology to collect data regarding behavior, analyze that behavior, place the results in the CRM system, create links with other customers, products or moments, and attune the organization’s behavior accordingly. The result should be an improved customer experience, which could easily lead to more sales.